Laika’s next stop-motion animated fantasy, Wildwood, hasn’t shared too many glimpses beyond a first teaser, but the film, directed by Travis Knight and based on the book by Colin Meloy and Carson Ellis, does have a bit of intriguing pop-up marketing at San Diego Comic-Con.
Dubbed “The Forest Is Calling Portal Experience,” it invites attendees to stand before a large screen covered with foliage, which then parts to reveal images from the movie—as if you’re peeking through the leaves to discover its secrets.
As far as “activations” go, it’s a pretty quick one, but it definitely conveys the vibes of the movie, complete with an aromatic component that really does smell like you’re roaming an Oregon forest.
If you’re at Comic-Con, the portal is located in front of the Hard Rock Hotel across from the convention center and will be open through Sunday, July 26. If you’re not at Comic-Con, keep your eyes out for similar activations in other locations, to be determined, as part of “a national experiential campaign” to promote Wildwood’s release. It hits theaters October 23. —Cheryl Eddy
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