The marketing campaign for Scary Movie is leaning into internet nostalgia in a big way. Ahead of the film's June 5 release, Wayans Bros. Entertainment launched an interactive website that lets fans issue commands directly to Ghostface, the franchise’s masked slasher parody, and watch him respond in real time via a library of pre-recorded video clips.
Known as Subservient Ghostface, the website invites users to type commands into a text box and see what the character does next, according to AdAge. Depending on the request, Ghostface might dance, sing, cry, pass gas, or simply stand around looking confused. The experience is designed to feel spontaneous, even though the responses are pulled from an extensive collection of pre-filmed footage.
The campaign is already drawing attention because it revives one of the internet's most influential viral marketing concepts. Long before social media platforms dominated online culture, Burger King launched the now-famous Subservient Chicken campaign in 2004.
Created by advertising agency Crispin Porter + Bogusky, the website featured a man in a chicken suit who appeared to obey nearly any command entered by users. The promotion was built around Burger King's "Have It Your Way" slogan and quickly became a viral sensation, generating hundreds of millions of views during the early days of the Internet.
Scary Movie's version updates the formula with a horror-comedy twist. Hidden throughout the site are numerous Easter eggs tied to internet culture and current events.
Typing "ai," for example, triggers a gag involving a bottle of water, referencing the significant water consumption associated with modern AI data centers.
Other commands unlock references to online phenomena, including the Backrooms meme. Entering "Spiderman" prompts multiple Ghostfaces to appear on screen and recreate the famous pointing meme associated with the web-slinging superhero.
The website also serves as a reminder that Scary Movie is returning after a lengthy absence. The upcoming film marks the sixth installment in the comedy-horror franchise and arrives 13 years after Scary Movie 5.
It also reunites key members of the Wayans family with the series they originally created. Marlon Wayans, Shawn Wayans, Keenen Ivory Wayans, and Craig Wayans co-wrote the screenplay, while director Michael Tiddes helmed the project.
Returning cast members include Anna Faris, Regina Hall, Marlon Wayans, and Shawn Wayans.
