Convention - SDCC 2025 : Clown in a Cornfield Activation Delivers a Frightfully Fun Horror Experience

By Mulder, San Diego, Hilton San Diego Gaslamp Quarter Hotel, terrasse, 24 july 2025

San Diego Comic-Con 2025 will be remembered for many things—major panels, celebrity sightings, unexpected trailer drops—but for horror fans and thrill-seekers alike, one unforgettable highlight took place just across the street from the convention center. In celebration of Eli Craig’s slasher adaptation Clown in a Cornfield, horror streaming titan Shudder and AMC Networks turned the terrace of the Hilton San Diego Gaslamp Quarter Hotel into a chilling, immersive experience that proved daylight couldn’t dull the darkness of true terror. Part small-town festival, part haunted house, and part escape room, the Clown in a Cornfield: The Experience managed to blend adrenaline, atmosphere, and fan interaction with a level of polish and creativity that elevated it beyond the typical Comic-Con offsite. Visitors weren’t just walking into a promotional setup—they were stepping into Kettle Springs, Missouri, the sleepy fictional town at the heart of the film, and once inside, they weren’t just fans—they were survivors.

Inspired by the 2020 novel by Adam Cesare and brought to brutal, blood-splattered life by director Eli Craig and screenwriter Carter Blanchard, Clown in a Cornfield made its theatrical debut on May 9, 2025, and will hit streaming via Shudder and AMC+ on August 8. But rather than waiting for home screens to glow red with Frendo’s vengeance, the team behind the film dared fans to face the infamous clown up close. Upon arrival at the Hilton’s rooftop, attendees were greeted not by rows of booths or boring branding, but a disturbingly festive Founders Day Parade setup, complete with hay bales, caution tape, and eerie town signage that hinted something more sinister was afoot. Subtle nods to the Baypen Corn Syrup factory and twisted community bulletin boards built up a slow-burn unease before the maze even began. The experience opened with a literal mouthful—visitors entered the haunted cornfield through the grinning jaws of a grotesque clown archway, instantly signaling they were no longer in sunny San Diego, but in Frendo’s domain.

Inside the maze, all sense of Comic-Con normalcy evaporated. Despite the afternoon sun baking the streets below, the indoor setup created an uncanny illusion of total isolation. Pitch-black corridors filled with stalks of corn, low growls of chainsaws, and the echo of clown laughter engulfed guests. For some, like one attendee who proudly embraced the role of group leader thanks to real-life teenage trauma in an Oklahoma corn maze, it was nostalgic nightmare fuel. For others—especially Comic-Con newbies like Sarah, who alternated between nervous giggles and genuine screams—it was a first brush with immersive terror, and a memorable one at that. Actors hidden within the maze weren’t just jump-scaring for cheap thrills; they embodied townsfolk, frantic survivors, and of course, killers, who engaged guests with riddles, clues, and sudden frights. A particularly haunting moment featured a blood-smeared message leading to a lockbox riddle, followed by an abrupt exit by a “content creator” character, which provided one of the weekend’s best moments of dark comedy.

But the true climax came in the barn—a grim, claustrophobic chamber where the door slammed behind guests and a countdown clock began ticking. In a blur of adrenaline and hay-covered chaos, groups searched desperately for a hidden key while Frendo, the deranged town mascot, appeared through a window holding a severed head. The stakes felt real, the decor was disturbingly detailed, and the performances—particularly from the actor pleading for help in the barn—were worthy of any haunted attraction at a high-end amusement park. That level of immersion was exactly what set this activation apart. It wasn’t just a photo op or promo—it was a narrative-driven horror experience that mirrored the film’s themes and tension. Whether you were a longtime horror fan or someone who hadn’t even seen the trailer, it left you breathless and wanting more.

And once you emerged, heart still pounding, the celebration began. The Founders Day fair outside the maze felt like a reward for surviving—not just a return to daylight, but a gleefully twisted take on Americana. Carnival games like ring toss and strength tests let you earn tickets for treats including peach rings, gummy sharks, and a slushie served in a branded Shudder cup. Survivors were given Clown in a Cornfield tote bags, posters, and popcorn, and there was even a darkly comic photo opportunity to pose as Frendo’s next victim. The atmosphere shifted from pure fright to playful horror—a welcome cooldown after the maze’s intensity. For fans of Katie Douglas, Aaron Abrams, Carson MacCormac, Kevin Durand, and Will Sasso, the activation offered not only a deeper appreciation for the world they inhabit in the film, but also a literal step into it.

What makes this activation stand out in Comic-Con history is not just the attention to detail or the clever use of limited rooftop space—it’s the synergy between medium and message. As Danielle Freiberg, VP of Festivals and Publicity at Independent Film Company, noted in earlier press, Shudder’s 10th anniversary is being celebrated in fan-first fashion, and this activation was its boldest move yet. With Shudder also planning exclusive merch, anniversary screening series, and other horror-focused events nationwide, it’s clear they’re not just here to entertain—they’re here to define what genre experiences can look like in a con setting. Whether it was the blood-stained riddles, the gut-dropping countdown timer, or just the sight of Frendo stalking a hay-filled barn, Clown in a Cornfield: The Experience marked the platform’s first Comic-Con activation with spine-tingling success.

For a movie that already carved out an impressive $3.7 million opening from over 2,200 theaters and shattered IFC’s box office records, this activation wasn’t just marketing—it was an extension of the movie’s DNA. It brought the themes of small-town horror, generational fear, and masked terror to life in a way only Clown in a Cornfield could. For those lucky enough to walk through the stalks—and make it out the other side—it wasn’t just another offsite. It was a horror pilgrimage, and if this is how Shudder enters the Comic-Con space, fans can’t wait to see what fresh nightmares they harvest next year.

Ypu can found our photos of this activation in our Flickr page here and here

Synopsis : 
When Quinn moves in with her father in the small town of Kettle Spring, she quickly meets Frendo the Clown, the local mascot. He is celebrated every summer at a big festival in his honor. But the party quickly turns into a nightmare when teenagers start disappearing, making the legends surrounding Frendo all too real...

Clown in a Cornfield
Directed by Eli Craig
Written by Carter Blanchard, Eli Craig
Based on Clown in a Cornfield by Adam Cesare
Produced by Wyck Godfrey, Marty Bowen, Isaac Klausner, John Fischer, Paris Kassidokostas-Latsis, Terry Douglas
Starring  Katie Douglas, Aaron Abrams, Carson MacCormac, Kevin Durand, Will Sasso
Cinematography : Brian Pearson
Edited by Sabrina Pitre
Music by Brandon Roberts, Marcus Trumpp
Production companies : Temple Hill Entertainment, Rhea Films
Distributed by RLJE Films, Shudder (United States),  SND (France)
Release dates March 10, 2025 (SXSW), May 9, 2025 (United States), August 20, 2025 (France)
Running time : 96 minutes

Photos and video : Boris Colletier / Mulderville