Resorts World uses IP to pull in international Halloween fans

Resorts World Sentosa’s (RWS) marquee event, Halloween Horror Nights, will this year feature its first haunted house with an international intellectual property collaboration.

The eighth edition sees the theme park tie-up with Netflix to create a Stranger Things-themed haunted house, which will feature recreated scenes from the television series.

The Stranger Things tie-in is expected to help attract more international and regional visitors to the event

Having this content from an internationally renowned show will help the event attract more global and regional visitors who are fans of the series and horror, explained Markham Gannon, assistant director, creative, RWS.

He described: “Halloween Horror Nights is a huge attraction for guests and visitors, and it forces us to raise the bar every year. It’s a huge coup for us.”

Content from Stranger Things will also be adopted at Halloween Horror Nights in Universal Studios Orlando and Hollywood, but Universal Studios Singapore’s will have its “own unique flair”, revealed Gannon.

One of the characters from the Killuminati, Lu Xi Fa

Additionally, RWS has extended its marketing efforts in the region to include social media engagements, collaborations with travel partners and digital marketing channels to target digitally engaged young adults. Key markets other than Singapore include China, Indonesia, Malaysia, Thailand and the Philippines.

Gannon added that this collaboration is also a way of reaching out to “a new breed” of younger audiences, who can now visit the event without their parents.

Besides the Stranger Things content, Halloween Horror Nights 8 will also bring back a showcase of Asian horror legends to appeal to South-east Asian visitors, two Western-themed scare zones and three live shows – including a parody of TED Talks, called DEAD Talks.

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