The Ask

Warner Bros. approached Sawhorse with a wickedly exciting challenge: How to reignite the Beetlejuice fandom for the 2020s? After all, Beetlejuice, Beetlejuice (had to say it twice!) has been haunting audiences for over 30 years. With the film’s re-release looming, Warner Bros. wanted more than just a marketing push—they aimed to transform this iconic character into a multi-generational phenomenon. Sawhorse’s task? Bring Beetlejuice to life for a new audience, build buzz, and, most importantly, sell real-world movie tickets in an innovative, unforgettable way.

The Challenge

Capturing the essence of Beetlejuice—a quirky, chaotic, and unpredictable spirit—and translating that into a fully immersive digital experience was no small feat. Sawhorse needed to blend the worlds of gaming and cinema to drive real-world ticket sales for a movie that had long been ingrained in pop culture. The challenge was to create an experience that resonated with both nostalgic superfans and a new generation of moviegoers—all within the digital playground of Roblox.

The Solution

To bring the world of Beetlejuice to life in a way that captivated both longtime fans and newcomers, Sawhorse developed Beetlejuice: Escape the Afterlife on Roblox—an immersive adventure where players shrunk into the experience, a direct nod to the original film. By partnering with top Roblox games, Sawhorse transported millions of players to the Afterlife Hub, generating massive buzz. Leveraging one of the platform’s most popular genres, the team designed a thrilling escape game where players navigated recreated movie sets and encountered iconic characters, fully immersing them in Beetlejuice’s chaotic world. Breaking new ground, Sawhorse integrated real-world movie ticket sales into the game and kept fans engaged with exclusive digital rewards.

The Results

Sawhorse didn’t just meet the challenge—it conjured up a whole new way to market movies.

• #1 at Box Office, 3 weeks in a row!
• 261M+ Impressions
• 93% Like Rating
• 250K+ Players entered the Fandango Box Office to buy tickets
• 25M+ Visits in just 8 weeks
• 150M+ Trailer views

COMPANY: Sawhorse