Adrian J Cotterill, Editor-in-Chief
Universal Pictures has brought a new level of terror to London with an interactive out-of-home billboard stunt marking the launch of the film Black Phone 2 which opens in UK cinemas this Friday October 17, 2025.
We dare you to click the picture above!!!
Installed on Hawley Wharf Arch in Camden, the bespoke build centred on a lone Black Phone that rings out to curious commuters.
Those who (dare to) answer are connected directly to The Grabber (voiced by Ethan Hawke) before he suddenly appears in the billboard itself through a hidden two-way glass effect.
The build combined minimalist creative with theatrical craft:
- A physical Black Phone prop, spotlighted on the face of the billboard
- Integrated audio, hidden cameras and lighting effects to amplify suspense
- Two-way glass technology enabling a live actor reveal inside the installation
The activation was designed to blur the line between billboard and immersive theatre, delivering something more than an advert, a live horror experience in the middle of the city if you like.
It was put together for Universal Pictures by the folks at Electric Sheep Events.
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