Reinventing Horror for a New Generation
Project Background: Evans City, Pennsylvania, a small town about 30 minutes north ot Pittsburgh, has the dubious honor of being the birthplace of the modern horror movie genre. George Romero filmed his famous zombie flick, The Night of the Living Dead, here in 1968, and the Living Dead Museum is dedicated to his legacy. Unfortunately, due to its non-descript location, local attitudes, poor media presence, and its very cult-like following, the museum doesn’t get much business. While the local townspeople appreciate their town’s history, they view the museum--and the idea of zombies--as an oddity. At the same time, younger audiences are typically unfamiliar with the original movie and want a more of an experience, not a museum.
Problem: How can we reinvent the Living Dead museum for a new generation of horror fans?
Process: Performed a variety of exploratory research. Watched the original movie, "The Living Dead," visited the cemetery from the opening scene, and walked through the museum. Spoke with the current management about the museum and where they wanted it to go. Also interviewed several locals and young people to gauge their attitudes about the museum. Conducted secondary research on how the city of Pittsburgh has harnessed its reputation, including the implementation of escape rooms and similar experiences in downtown.
Design Solution: In the age of virtual reality and life-like haunted houses, the Living Dead Museum needs to reorient itself to the changing landscape. Showing props of a 50-year old movie and having its cast members sign autographs simply aren’t enough for today’s generation. The goal is to turn the museum into more of an experience through the use of zombie-themed escape rooms. Each escape room will highlight different scenes from the Night of the Living Dead movie and engage partipants on a multi-sensory level that will frighten them time and time again.
