Bullet Train is a movie adaptation of the Japanese book “Maria Beetle” by Kotaro Isaka. While it had a cult following, not many had heard of it outside Japan. Empire Entertainment wanted to launch the movie in the region with a bang.

A standard movie launch usually means familiar media and predictable on-ground promos. But this film is built on momentum: constant pursuit, escalating stakes, and one object everyone is chasing, the silver briefcase.

We designed an experience that made moviegoers feel like they had stepped into the movie world, with the urgency and adrenaline of being inside the action, not outside it.

The Bullet Train movie is an adrenaline-filled, non-stop action flick that any fan of action movies would enjoy. To help promote the movie, we transported moviegoers as if they were part of the action.

We set players on a quest to help the protagonist find the missing briefcase through an immersive VR game.

A phygital, movie-accurate experience that merged a physical environment with a digital quest.

Because it shows what happens when launch marketing stops telling people about a film and starts inviting them into the film.

By turning the briefcase chase into a playable hunt, we created a non-traditional launch that earned attention through participation rather than interruption.