by Universal Pictures

Universal Pictures sought to make Ma a standout horror film among the 18-34 audience during a competitive summer box office. To achieve this, they created an engaging Snapchat lens that featured both standard AR and world lens experiences. Users began by interacting with a video chat from Octavia Spencer, whose responses grew increasingly hostile, darkening the screen and sealing the user’s mouth. The experience then allowed users to explore Ma’s creepy basement, one of the film’s key settings. Launched nationally on Memorial Day, the lens reached over 15 million Snapchat users and drove 879,000 shares. Users engaged with the lens for an average of 39 seconds, the highest playtime for any sponsored National Lens in the U.S. in 2019. The film’s opening weekend grossed over $18 million, surpassing expectations.