M. Night Shyamalan didn't want to show people a trailer. He wanted them to walk through one.
Canon had the tech. M. Night had the trailer. We had an idea: don't show it, build it. So we built it. The cabin, the forest, the characters, the scenes. Visitors didn't watch the trailer. They survived it.
Cannes Lions. LIA. NYF. #1 booth at CES. Best of CES exhibitor. M. Night called it a four-dimensional way to experience a trailer. He wasn't wrong.
