Horror Film Uses Digital Billboard Stunt With Mist and Sound in London
2026-10-07 · via DailyDOOH
A digital billboard in London's Spitalfields Market was rigged to trigger an effects sequence this week as part of a marketing push for the horror film Other Mommy, ahead of its UK release on 9 October 2026.
According to the account of the stunt, the board initially displayed what looked like a standard movie poster featuring actor Jessica Chastain. As people approached, the installation combined mist, intense lighting and an eerie soundscape, with the on-screen image of Chastain then appearing to shed tears, referencing a visual motif from her character in the film.
For operators and campaign planners, this is a reminder that experiential DOOH placements still lean heavily on sensory add-ons layered around a screen, rather than on display technology alone. The write-up does not specify what kind of screen was used, who manufactured or installed it, what media player or content management software drove the trigger sequence, or how proximity detection was handled. It is also unclear whether sensors, cameras or simple timed loops were used to cue the mist and lighting around passersby.
Stunts like this sit in a well-established category of out-of-home advertising: single-site, high-production placements built for social media pickup rather than broad reach. They typically run for a short, defined window tied to a release date or launch, and the value is measured in earned media and video views rather than impressions at the site itself. Studios have used similar tactics for horror titles before, since practical effects such as fog and sudden movement translate well to street-level video capture.
What is notably absent from the account is any detail on the production or media company behind the build, the screen hardware involved, or whether the campaign will be replicated at other sites or in other markets. There is also no mention of audience measurement or engagement data from the stunt itself.
For digital signage and DOOH operators, the episode is less about new technology and more about execution: pairing a standard digital billboard with practical effects to create a moment that functions as content in its own right. It underscores that the screen is often just the trigger point in these campaigns, with the real production value sitting in the surrounding physical effects.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Londoners and tourists did a double take as a seemingly ordinary movie billboard at Spitalfields Market began to cry.
The stunt in Spitalfields Market took place ahead of the film’s release this Friday 9th October.
At first glance, the billboard appeared to be a regular movie poster for the upcoming horror film, Other Mommy. But as Londoners got closer to the board, a series of events brought it to life.
An eerie soundscape filled Spitalfields Market as mist and intense lighting also surrounded the billboard, before tears begin to stream down Jessica Chastain’s cheek, a trait of her character in the anticipated Blumhouse horror movie releasing this October.
The stunt brings to life a sinister entity at the heart of Other Mommy which appears in young girl Bela’s home and looks uncannily like her mother. The demonic entity takes on the appearance of Bela’s mother but finds it difficult to maintain its disguise. Chastain plays a dual role in the film, with an iconic and unnerving image which sees her stare directly to the camera with a wide eyed, unblinking smile as tears roll down her face.
The Other Mommy is in UK cinemas on 9 October 2026.
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