How one blurry office photo became a $400 million movie

In 2019, someone posted a blurry photo of an empty office to 4chan: yellow carpet, fluorescent lights, nobody in it. People started writing what it was.

For years, forums, Reddit, TikTok and podcasts kept adding to the story, and no company owned any of it. When the Backrooms movie came out, it made over four hundred million dollars worldwide, directed by Kane Parsons, a fan who'd been making videos about it since he was a teenager.

Most companies are trying to tell their own story louder. Find the customer who's already telling it for you, and put your budget behind them.

Be the obvious choice, not another copy.