Immediately, there was a 30% subscription increase, which helped contributed to Scream TV’s annual goal of 45%: unprecedented coverage in Canadian publications; ongoing dialogue on video sharing sites, blogs, fansites, and more; and thousands of people across Toronto experienced a Supernatural thrill.

A completely new communication medium was required: inside people’s heads. We used an Ultrasonic Sound Cannon, which uses special frequencies that can pull someone out of a crowd so that only that person can hear anything. If you’re in the beam you hear it, if you aren’t you won’t. Spooky voices, rattling chains and ghastly cries were put into unsuspecting people’s heads freezing them in their tracks until the ruse was exposed. The fright was immediately paid off with guerilla signage and an accompanying street team. We filmed the whole thing.

The hit U.S. show Supernatural, was picked up by Scream TV. With a limited budget of $20,000, we needed to get people so excited that it would help contribute to their goal of increasing annual subscriptions by 45%.Scream is about a thrill. Torontonians needed to feel, firsthand, the fear and intrigue that Scream TV is known for and the suspenseful and shocking content of Supernatural.