NBC Universal: CandyMan

In August 2021, The Candyman Experience: Say It. I Dare You! transformed Chicago’s Pioneer Court into a haunting, immersive pop-up promoting the Universal Pictures and MGM film Candyman. The activation invited visitors to confront an eerie mirror installation where they could “say his name” five times, recreating the movie’s legendary summoning ritual. Designed as an interactive blend of suspense, culture, and storytelling, the experience featured atmospheric lighting, reflective surfaces, and ambient sound to pull guests into the film’s world. The installation drove heavy social engagement, with attendees sharing their mirror moments across platforms, turning a chilling urban legend into a viral, cinematic encounter that blurred the line between art, marketing, and myth.

Blurred people walking past a large black box with yellow text that reads "CANDYMAN SAY IT" in an urban city environment. There are tall buildings, a white tent, and a black fence in the background.
Crowd of people waiting in line outside a theater showing a movie called 'Candyman' in a busy city with tall skyscrapers and cloudy sky.
Black promotional structure for the film 'Candyman' with yellow lettering announcing the movie's release date of August 27, located on a city sidewalk. There are publicly visible signs with the movie title and information, with people waiting or walk
People waiting in line in an urban city setting for a Candyman movie screening, with skyscrapers and a monument in the background.
A black sign with yellow text on a city street, stating: "Candyman might get in your head... But your friends require safe social distance. Please be respectful."
Crowd of people gathered outside an urban theater for a movie premiere, with a large black sign reading 'Enter here if you dare' and smaller signs advertising the movie 'CANDYMAN' in theaters August 27, surrounded by tall buildings and city streets.
A woman exiting a black building with large yellow letters that say "CINYMAN SAY IT". She is holding a microphone and laughing, with her hand on her head.
People gathering at a CANDYMAN event booth outdoors in an urban area with tall buildings.
Red neon sign reflecting in mirror tiles that reads 'SAY CANDYMAN 5X' in a room with red and white zigzag light patterns on the ceiling.
Two men in striped shirts and caps look at a neon sign in a mirrored room with pink and red lighting, reflecting multiple figures and signs.
A person wearing a brown leather coat holding a multicolored object, illuminated by a red light in a dark environment.
A tiled floor with red blood splatters and the word 'ESCAPE' written in red in the center.
Black and white MTV logo with bold letters and a stylized 'V' in the center.
The logo features the word "TIME" in large, white uppercase letters on a black background.
The word 'bravo' inside a speech bubble graphic.
Black background with the white Hallmark Channel logo featuring a crown above the text.
Black background with white text that reads 'Paramount+' in a cursive font.
Kohl's logo on a black background
Olay logo on a black background
A black and white cartoon-style illustration of a squirrel perched on a branch, holding an acorn.
Black and white Warner Bros. shield logo with stylized WB initials.
Black background with the white Hulu logo in the center.
Black background with the word "TRILLER" in white, bold letters, overlaid by a white circle and a stylized speedometer needle crossing through the middle.
Black background with the white Colgate logo and a curved line below it resembling a smile.