To attract a new audience for the 13TH STREET channel, we decided to create a new experience with a modern state-of-the-art take on the horror genre.

In a movie theatre, people would text their phone numbers to a database. A random audience member would have their phone contacted, and their responses to the conversation guided the action on the big screen (they were the only ones who could hear the conversation). Different audience members would give different answers in different situations, so there were many different ways the film could play out.