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The challenge:
SCREAM 7 was Superdream’s first film campaign of 2026, launching in cinemas on February 26. Working alongside long-term client Paramount Pictures, the brief was to deliver a Queensland premiere event while also generating local publicity and promotional partnerships in the lead-up to release.
With a franchise that spans decades and a diehard global fanbase, the challenge was balancing nostalgia with anticipation. The premiere needed to honour the legacy of the SCREAM series while building excitement and intrigue for the newest instalment. The event also had to create strong moments for media, creators and fans that could extend beyond the screening itself and contribute to the broader campaign.
The numbers speak for themselves
$5.4
million at the Australian box office
8
promotional partnerships secured, exhausting the allocated ticket inventory.
11
creator reactions from the Queensland premiere selected for the global marketing campaign.
Our solution
Superdream partnered with local stakeholders to deliver the Queensland premiere screening at Event Cinemas Chermside, transforming the venue into a fully immersive SCREAM experience.
Guests were welcomed onto a red carpet where Ghostface quickly became an unavoidable presence. Activations were staged throughout the cinema foyer and along the route to the theatre, creating an atmosphere of suspense before the screening even began. The premiere attracted a passionate crowd of fans, media and creators, many arriving in their own SCREAM merchandise in celebration of the franchise’s seventh instalment.
A Reese’s x SCREAM 7 popcorn activation provided a playful pit stop for guests before they entered the cinema. As they entered the cinema doors, the tension continued. Just as the audience stepped inside, Ghostface appeared once again, creating a memorable and shareable moment that heightened anticipation for the film.
Following the screening, reactions were overwhelmingly positive, with creators and media sharing enthusiastic responses across their channels.
The Queensland premiere successfully generated excitement and strong local momentum for the release of SCREAM 7.
Guest reactions from the screening became a key campaign asset, with eleven creator responses selected for use across the global marketing campaign. This provided additional exposure for local media and creators while contributing to the film’s international promotional rollout.
Alongside the premiere event, Superdream secured eight promotional partnerships across radio, local media and creator channels, amplifying awareness of the film across Queensland audiences. The strong appetite for promotions meant the campaign quickly exhausted its ticket allocation.
By combining an immersive premiere experience with strategic publicity and partnerships, the campaign delivered strong engagement from fans, media and creators alike. As guests left the cinema buzzing with excitement, they could all confidently answer the franchise’s iconic question: What’s your favourite scary movie?
