Launch of the movie The Hole in 3D directed by Joe Dante. (A pair of brothers stumble upon a mysterious hole in their basement that leads to the darkest corridors of their fears and nightmares.) Step 1: 2 weeks before: GUERRILLA. Floorstickers with a man falling into an hole were placed all over metro stations in Rome and Milan and in hundred of movie theaters. Step 2: 2 weeks before WEB. Website about the movie with extra content (trailer, bills, phobias etc..). Step 3: 10 days before: AMBIENT. Fake legs were added at the floorstickers and at special Billboards. Step 4: 1 week before: EVENT. A black container was placed in the center of Milan and people were invited to challenge their fears. An infrared-cam recorded people’s reactions and the videos were uploaded on youtube and facebook. Step 5: PROMOTION. Limited edition t-shirts (showing different fears to fight) were produced. People could win them entering the container. Step 6: GADGETS. Fluorescent bracelets were given during the days of the event. Step 7: 2 days before: 3D PRINT. Special 3D print was published on free press “On Stage”. 3D glasses were distributed with the magazine.