A web video created by Uniform to promote the Ghost Stories stage show for the Liverpool Everyman theatre is now being shown across 178 Odeon cinemas in London and the South East.
Uniform's horror film-style trailer is being shown around Paranormal Activity 2 and Saw 3D this week to coincide with the show moving to the Duke of York theatre.
Nick Howe, managing director at Liverpool-based Uniform, said a "cinema style ad" was proving the perfect way to entice younger people to the theatre.
Howe said: “There was a great opportunity to target a completely new audience. A young audience, that wouldn’t typically go to theatres.
“Creating a cinema style ad was the perfect medium to entice people to this theatre experience. The fact that they’re now rolling out the film across South East cinemas proves that this relatively untapped technique and approach is effective – as the show has already been extended."
The cinema roll out comes on the back of a successful campaign to promote the show's run at the Everyman theatre and then at the Lyric Hammersmith.
The viral was viewed 50,000 times and helped make Ghost Stories the Lyric's "most successful show to date" according to the theatre's head of communications, Joanna Down.
You can see the viral used for the Lyric below...