Sony invites fans to ‘enter the underworld’ with 3D chalk drawings

Sony Pictures Releasing has launched a new campaign ahead of 3D movie ‘Underworld Awakening’ by creating a sidewalk optical illusion.

Devised by media agency UM, the 3D chalk initiatives have been drawn on pavements in the Melbourne and Sydney CBD – with the idea that fans can “enter the underworld” and have their photos taken with the street art.     

The campaign will be supported by social media and online.

Underworld Awakening is the fourth instalment of the Underworld film franchise, and will be released in Australian cinemas on January 26.