Friday, July 28, 2017


Clever Fox debuts original augmented reality experience by VR horror master Dekker Dreyer at ScareLA.
Clever Fox debuts original augmented reality experience by VR horror master Dekker Dreyer at ScareLA.
Los Angeles, CA (July 26th, 2017) - Clever Fox debuts Dekker Dreyer’s The Summoning, an inter-connected augmented reality story experience to ScareLA.

Releasing August 5th and 6th at the LA Convention Center The Summoning is a large scale interactive exhibit that begins by placing the audience into the role of urban explorers ghost-hunting in the sealed basement of a Hollywood Hotel. The experience is fully themed with period sets, lighting, projection effects, and an original synthwave score. The story continues as a limited collector’s edition box set of augmented reality prints and stories.

From the official description:
In the Summer of 1987 the followers of occultist Raphael Davidson went on a killing spree that stunned Hollywood. The murders lead authorities to the basement of the dilapidated Hotel Magnolia. When the police raided the hotel they were shocked to find no traces of the cult or its leader. It was as if they had vanished into thin air, but they left something in their place... something so terrifying that the city sealed the building.
You and your group of urban explorers are about to enter the basement of the Magnolia. Untouched for 30 years you’ll be the first people to document this forgotten crime scene. Using your smartphone to reveal a hidden dimension will you survive learning the secret of The Summoning?    

Dekker Dreyer, chief Creative Officer of Clever Fox and the mind behind VR frights like The Depths, Coyote, and Last Man Standing is excited to bring something unique to location-based AR experiences.
“VR and AR have been a pretty safe space for content and although it’s been embraced by myself and few other genre storytellers the landscape is still very much a marketing friendly landscape. With The Summoning I’ve created something that’s large scale and not tied to a film or TV series. That frees us to push creative limits that you have to fight to push when you’re creating something of this size. We’re expecting over ten thousand people to experience this over a weekend, which is massive for an original augmented reality experience. The dimension you look into on your smartphone is human-scale and very scary. We’re going to give a lot of people nightmares.”
Alongside the release of The Summoning is Clever Fox’s AR Viewer app, currently available on Google Play and coming this month to iOS. The Clever Fox AR Viewer allows you to experience The Summoning and will also give you access to future AR content at event locations, in print, and on the web. Clever Fox recommends installing the AR Viewer before visiting ScareLA.
The Summoning is best experienced at ScareLA, but a smaller version of the exhibit will be running at Arqade Immersive Entertainment Complex in downtown Los Angeles starting in mid August through Halloween. The Summoning collectors’ edition box set will be on sale in a limited quantity of 500 for $29.99 and includes 20 original augmented reality prints on archival rigid stock, a digital download of The Summoning story, a signed certificate of authenticity, and comes in a branded decorative wooden box.
About ScareLA:
ScareLA is the world’s first summer Halloween convention. Situated in the entertainment capital of the world, the event celebrates the American scare season traditions and the diverse cultural heritage of the Greater Los Angeles region. Featuring hundreds of specialty vendors, education programming, world-class industry presentations, ScareLA draws over 10,000 professionals, fans and families from the U.S. and abroad to celebrate Halloween early every summer. ScareLA is one of the fastest growing independent fan conventions in the U.S. addressing a $10 billion Halloween industry worldwide.
About Clever Fox:
Clever Fox is an immersive entertainment studio creating original VR and AR content as well as providing creative guidance and production services to companies including Disney, Warner Bros and Hallmark.
ScareLA tickets and information are available at

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