The Conjuring: Last Rites
Immersive Mirror Maze
The Challenge :
To build anticipation for The Conjuring: Last Rites, Warner Bros. Pictures Canada needed a live horror experience capable of performing at scale across two of Canada’s largest public events. The challenge was to deliver an immersive, high-impact activation that could operate continuously under heavy foot traffic while maintaining strong throughput, atmosphere, and brand integrity.
The Experience :
Reignite reimagined and transformed an existing mirror maze into a fully branded, film-inspired horror experience. Guests were guided through a tense walkthrough filled with dramatic lighting, sound design, and unexpected visual moments that heightened suspense and fear.
The activation came to life at both the CNE and Fan Expo Canada, operating live for extended hours across multiple days. Costumed performers — including a roaming priest character — were integrated into the experience, elevating realism and reinforcing the film’s ominous tone. The result was an attraction that felt theatrical, immersive, and impossible to ignore within the larger event environment.
Our Role :
- Reignite led the activation end-to-end, including:
- Creative adaptation and experiential redesign
- Scenic conversion and environmental production
- Live staffing, performer coordination, and guest flow management
- Operational planning for high-volume public events
- Onsite execution across multiple event locations
- The experience was engineered to balance fear, storytelling, and operational efficiency, ensuring smooth guest flow without compromising immersion.
Results :
The activation quickly became one of the most talked-about experiences at both events, drawing consistent lineups throughout the day. Its ability to maintain fast-moving queues while delivering a high-quality guest experience set it apart from other live activations onsite and helped drive strong organic buzz around the film.
Why It Worked :
By adapting an existing structure into a fully realized horror environment, the activation demonstrated how smart experiential design can maximize impact while remaining scalable. The combination of live performance, atmospheric storytelling, and precise operations created a memorable experience that reinforced The Conjuring franchise’s reputation for suspense and fear — long after guests exited the maze.
