Ahead of Anaconda’s theatrical release this Christmas, Sony Pictures Entertainment India has launched a high-impact, nationwide immersive marketing campaign that takes the film beyond cinema screens and into the heart of urban India. Starring Paul Rudd and Jack Black, and directed by Tom Gormican, the creature-comedy thriller reimagines the cult classic with a bold mix of action, humour and spectacle aimed at contemporary audiences.

The campaign has been designed to generate curiosity, drive footfall and spark social conversations through a blend of outdoor, digital and in-cinema activations across major Indian cities. In Mumbai, the rollout featured prominent DOOH innovations on the Eastern Express Highway and a full-scale Juhu Circle domination, ensuring high visibility among daily commuters. A standout element was a massive Anaconda installation at Bandstand, Bandra, which quickly became a crowd-puller and social media hotspot. The experience was further amplified through a Khar subway takeover, transforming routine commutes into thrilling brand encounters.

Inside cinema halls, the campaign pushed the immersive envelope further. Interactive hologram installations allowed audiences to click photos appearing as though they were trapped by a giant anaconda. Additional in-cinema touchpoints included snake-themed stickers, custom audio jingles in washrooms, and ushers wearing snakes around their shoulders, ensuring the film remained top-of-mind throughout the movie-going journey. In Delhi, a striking outdoor billboard reinforced the film’s scale and visual dominance.

By bringing Anaconda into streets, transit points and theatres, Sony Pictures Entertainment India has created a marketing spectacle that mirrors the film’s wild energy and playful chaos. Anaconda releases in theatres on December 25, 2025, in English, Hindi, Tamil and Telugu.