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In order to build excitement for the release of the new film “Escape Room,” Columbia Pictures created a digital 360-degree escape room challenge that features short clips throughout the experience.

To participate in this Escape Room Movie Million Dollar Challenge Sweepstakes, fans must find their way out of three movie-themed escape rooms using clues and custom interactive riddles that are provided along the way. The lucky survivors will be able to enter for the chance to win a million dollars, a trip to Los Angeles and the opportunity to go through a real escape room.

With the growing popularity of escape rooms, Columbia Pictures found a way to tap into something people are already talking about. In addition, promoting the movie in such an interactive way and adding in a highly desirable prize is likely to result in higher engagement.