São Paulo, June 2026 – Now showing in Brazilian cinemas, “Scary Movie” arrived accompanied by a launch strategy that took the franchise’s characteristic humor beyond the screen. Developed by Paramount Pictures in partnership with Leo, the agency responsible for the company’s media strategy and management in Brazil, the campaign combined experiences, urban interventions, and presence at events of great cultural relevance to bring the film closer to different audiences.
Among the highlights of the strategy is a special intervention on a city clock on Avenida Paulista in São Paulo, featuring a version of Ghostface sitting on a toilet reading a newspaper, in a humorous reinterpretation of the iconic character and a reflection of the outrageous tone that has marked the franchise over the years. The campaign also includes a fully wrapped bus, bringing the film’s universe to different regions of the São Paulo capital.
The franchise’s presence in urban spaces was complemented by activations at high-audience events. At the women’s and men’s Superliga volleyball finals, held at the Ibirapuera Gymnasium, Ghostface interacted with the audience in an adaptation of the traditional “kiss cam,” inspired by the franchise’s characteristic humor. The initiative generated buzz inside and outside the arena, increasing the film’s visibility at one of the country’s main sporting events.
The strategy also included a presence at major entertainment events in Rio de Janeiro, as well as an integrated media plan encompassing digital channels, television, out-of-home media, and entertainment platforms to support the entire launch campaign.
Responsible for the media strategy and management of Paramount Pictures in Brazil, Leo worked to identify opportunities capable of connecting the franchise to culturally relevant territories aligned with the brand’s business objectives.
“Each release has specific challenges, and our role is to transform Paramount Pictures’ objectives into strategies capable of connecting the franchise to people in a relevant way. In Scary Movie, we sought to identify contexts in which the film could participate in conversations naturally, combining media, experience, and behavior to broaden its presence and strengthen its connection with the audience,” says Beatriz Chaguri, Business Director at Leo.
