Mysterious green doors have begun to appear in different parts of Madrid and Gloria Serra wants to discover what is behind them. It is the starting point of “The Case of the Green Doors”, the campaign with which Filmin celebrates the arrival of “Backrooms” to its catalog this September 25 and transfers the disturbing universe of the film to the city and its own platform.

The action, developed together with the creative agency It’s happening, uses parody and the language of “Investigation Team” to construct a false journalistic investigation starring the presenter. Serra travels through Madrid, analyzes the places where the doors have appeared and follows different clues until he discovers the explanation that connects all the events: the premiere of “Backrooms” on Filmin.

Choosing locations is also part of the game. The doors have been located in liminal spaces and enclaves linked to cinema in Madrid, connecting the journalist’s journey with one of the central elements of the “Backrooms” universe: those apparently everyday and transitional places that, devoid of people and context, acquire a strange and disturbing sensation.

“The case of the green doors” will be distributed on Filmin’s social networks, but the campaign has been designed to also extend within the streaming service itself. On the occasion of the premiere, Filmin will temporarily modify its visual identity on the web and its television applications to bring it closer to the characteristic aesthetic of Backrooms. In this way, the launch is not limited to an advertising piece that directs towards the platform, but continues when the user enters it.

The intervention also incorporates an interactive experience. On the cover, mysterious boxes will appear that allow access to a kind of digital labyrinth, in which each click will take the user to different corners and contents. The tour will include a profile of Kane Parsons, creator of the audiovisual universe that inspires the film; the “In the Backroom of Backrooms” collection, dedicated to some of the most recognizable liminal spaces in cinema; a selection of A24 content; and even the “The Case of the Green Doors” file itself.

The greatest commercial success in the history of A24

The campaign accompanies the premiere of “Backrooms” on Filmin after its run in movie theaters. According to the information provided, the film has become the greatest commercial success in the history of A24 – an American film production and distribution studio – both worldwide and in Spain, where it has exceeded one million viewers.

The version that reaches Filmin will be “Backrooms: total liquidation”, which incorporates 16 additional minutes compared to the montage originally released in cinemas.
The film also marks the feature debut of Kane Parsons, who was 21 when he directed it. His relationship with this universe began much earlier: at the age of 16 he began publishing a series of short films inspired by the phenomenon on YouTube. creepypasta of the Backrooms.
The videos accumulated tens of millions of views and transferred to audiovisual language an imaginary born and developed in internet culture: apparently infinite, empty and repetitive spaces in which the familiar ends up being disturbing. A24 later took Parsons’ proposal to a feature film, keeping the young creator at the helm of the project.

Filmin now takes advantage of precisely that universe to build the entire experience around the premiere. The physical doors move the Backrooms to Madrid, Gloria Serra introduces the code of television investigation and the intervention of the platform prolongs the mystery in the digital environment.

“The case of the green doors” thus proposes a campaign in which medium, content and creativity are part of the same narrative: the promotion begins in the streets and social networks, uses a figure associated with journalistic investigation as the protagonist and ends by allowing the user themselves to lose themselves within Filmin.