Kicking off with a ‘Dead Carpet’ event, Beavertown is partnering for a week of interactive classic horror films dubbed the ‘Beavertown Screamings.’

The Prince Charles Cinema is the last of the independents still operating in London’s ‘West End’ and is well known for its rotating programme of classic, cult and arthouse films alongside recent Hollywood releases.

To tie in with the cinema takeover, Beavertown commissioned a survey of 2,000 film buffs which revealed that the genre is seeing a clear rise in popularity, with a quarter of fans having discovered their love for horror within the last three years.

The research revealed that while 19% of consumers enjoy the thrill of watching horror alone, nearly half (46%) prefer the comfort of company to share the suspense.

To celebrate the partnership and mark Halloween, the screenings launched with a fully branded, spine-chilling ‘Dead Carpet’. The experiential element of the campaign featured Frankenstein, and the Bride of Frankenstein strutting their stuff down the blood-red carpet and getting photographed, ahead of an exclusive screening of The Exorcist, one of the most prolific horror films ever made.

The cinema façade featured Beavertown’s iconic moon brought to life on the front of the cinema, whilst inside was turned into a replica 80s horror video shop. Following the live event, Beavertown’s immersive ‘Screamings’ will take place once a day from 24th October until Halloween. The screenings will feature a platinum spot for Beavertown in the advertising reel, venue branding and a cinema bar styled like an old-school video store.

Gemma Cole, Creative & Production Director at Pearl & Dean’s experiential agency Dive, said: “The Prince Charles Cinema is a church for film fans, beloved for its iconic film curation and unrivalled live events. We immediately knew that this unique venue and a bold brand like Beavertown would make the perfect ‘scream-team’! This month-long cinema takeover is a perfect example of how a brand can connect with film and cinema authentically and build memorable experiences for their target audience to maximise brand awareness.”