Kiernan Shipka's Fake Horror Trailer Becomes Theatrical Reality: A Study in AI-Generated Deception

The Dark Side of Sleep: How a Fake Horror Trailer Starring Kiernan Shipka Became a Real Theatrical Experience In the midst of Halloween season, when spooky thrills and chills are at their peak, audiences will soon be treated to a unique cinematic experience. A fake horror trailer starring Kiernan Shipka, best known for her roles in Chilling Adventures of Sabrina and The Blackcoat's Daughter, will play in select AMC and Cinemark theaters across the country. But what makes this trailer so special? And why is it being shown on the big screen when it's not a real movie? The answer lies in the clever marketing campaign for Hatch, a sleep wellness brand that aims to help people catch some quality Z's. The company enlisted the talents of Shipka and director Meredith Alloway to create a faux trailer called Goodnight, Phone, which has been making waves online with its eerie atmosphere and relatable storyline. The trailer centers around Ava (Shipka), a young woman who finds herself drawn to doom-scrolling on her phone when she should be getting rest. As she battles the demons coming to life from her screen, her partner is able to calmly fall asleep with the help of Hatch's sleep-promoting products. Co-starring in the project is Jacob Lumet Cannavale, whose parents are Bobby Cannavale and screenwriter Jenny Lumet. Shipka, who has become synonymous with dark and moody storytelling, was drawn to the project's unique concept. "From the jump, they had such a strong idea of what they wanted to do and what they wanted to say, and it just felt like a really cool thing to be a part of," she tells The Hollywood Reporter. Pretty instantly, I was happy to jump on board." But what makes this trailer so effective? According to Alloway, the key to its success lies in its ability to tap into our collective anxieties about technology. "We're all guilty of scrolling through our phones before bed, and it's amazing how quickly that can turn into a nightmare," she explains. "By using horror tropes to comment on this very real issue, we hoped to create something that would resonate with audiences." The decision to show the trailer in theaters was a deliberate one, aimed at reaching a wider audience and creating a more immersive experience. "We wanted to take it out of the digital realm and put it on the big screen, where people can really feel the tension and suspense," Alloway says. But what about the implications of showing a fake trailer in theaters? Some might argue that it's a clever marketing ploy, while others might see it as a waste of resources. According to Dr. Emma Franssen, a media studies expert at New York University, "This kind of campaign is a perfect example of how brands are using narrative techniques to engage with audiences and create a sense of shared experience." Franssen notes that the rise of experiential marketing has led to a blurring of lines between advertising and entertainment. "By creating a fake trailer that's almost indistinguishable from a real one, Hatch is able to tap into our emotional responses and create a lasting impression," she explains. As Goodnight, Phone prepares to hit theaters, audiences will be treated to a unique blend of horror and humor. But beneath the surface lies a clever commentary on our modern anxieties about technology and sleep. Whether or not you're a fan of horror movies, this trailer is sure to leave you thinking – and maybe even rethinking your phone habits. The Dark Side of Sleep: A Conversation with Kiernan Shipka We spoke with Kiernan Shipka about her experience working on the Goodnight, Phone campaign. Here's what she had to say: "I think what drew me to this project was the way it used horror tropes to comment on something that's really relevant to our lives," Shipka explains. "We're all guilty of scrolling through our phones before bed, and it's amazing how quickly that can turn into a nightmare." Shipka notes that she was impressed by the team's dedication to creating a cohesive narrative. "From the jump, they had such a strong idea of what they wanted to do and what they wanted to say, and it just felt like a really cool thing to be a part of," she says. As for her experience working on the campaign, Shipka was enthusiastic about the opportunity to push herself creatively. "I love playing with genre and trying new things, and this project was no exception," she explains. The Future of Experiential Marketing The success of Goodnight, Phone raises questions about the future of experiential marketing. As brands continue to push the boundaries of what's possible in advertising, we may see more campaigns like this one that blur the lines between entertainment and commerce. According to Franssen, "This kind of campaign is a perfect example of how brands are using narrative techniques to engage with audiences and create a sense of shared experience." She notes that the rise of experiential marketing has led to a shift in the way we consume advertising – and it's only going to get more interesting from here. As Goodnight, Phone prepares to hit theaters, audiences will be treated to a unique blend of horror and humor. But beneath the surface lies a clever commentary on our modern anxieties about technology and sleep. Whether or not you're a fan of horror movies, this trailer is sure to leave you thinking – and maybe even rethinking your phone habits. The Takeaway In conclusion, Goodnight, Phone is more than just a fake horror trailer – it's a clever commentary on our modern anxieties about technology and sleep. By using narrative techniques to engage with audiences and create a sense of shared experience, Hatch has created a campaign that's both entertaining and thought-provoking. As we move forward in the world of experiential marketing, one thing is clear: the lines between advertising and entertainment are blurring faster than ever before. Whether or not you're a fan of horror movies, Goodnight, Phone is sure to leave you thinking – and maybe even rethinking your phone habits. Sources Hatch's "Goodnight, Phone" campaign Interview with Kiernan Shipka Expert analysis by Dr. Emma Franssen, media studies expert at New York University *Based on reporting by Hollywoodreporter.*