Very Cool! Posters Promoting Fox’s THE PASSAGE Burst Into Flames In Sunlight!
Fox has decided to promote their horror series The Passage in São Paulo in one of the coolest ways I can think of! They created posters that they spread around the Brazilian city that could only be seen at night because one daylight strikes, they burst into actual flames and leave behind only a pile of ashes.
In order to accomplish this, the poster manufacturer applied a specific paint to the back of each poster that caused the chemical reaction. To ensure pedestrian safety, the posters were encased in glass cases so that the flames were contained.
Now, obviously one would have to be there in order to see the poster catch fire, meaning that the marketing campaign is almost entirely reliant upon videos, like the one below, to spread the word. Still, that doesn’t change the fact that this is a wonderfully clever way to promote the series.
“The Passage tells the story of a virus that turns people into vampires and could bring about the end of the human race.“
