Scream, arguably the most important horror franchise in the modern age of cinema, today unveiled a new, updated, yet terrifyingly familiar face of horror across the walls of Birmingham’s thriving creative hub, The Custard Factory.

To coincide with the global launch of the hotly anticipated trailer for the new film, acclaimed artist Jim Vision – Welsh artist who heads up EndoftheLine with his partner Matilda – put the finishing touches to an immense, spray-painted interactive Scream poster in the early hours of the morning.

Created in less than 24 hours since the poster’s global launch, visitors from across Birmingham are encouraged to hold their camera phones over the painted QR code on the 16m by 7m poster to reveal the new film’s first trailer.

Twenty-five years after a streak of brutal murders shocked the quiet town of Woodsboro, a new killer has donned the Ghostface mask and begins targeting a group of teenagers to resurrect secrets from the town’s deadly past. Neve Campbell (“Sidney Prescott”), Courteney Cox (“Gale Weathers”) and David Arquette (“Dewey Riley”) return to their iconic roles in Scream alongside Melissa Barrera, Kyle Gallner, Mason Gooding, Mikey Madison, Dylan Minnette, Jenna Ortega, Jack Quaid, Marley Shelton, Jasmin Savoy Brown, and Sonia Ammar.

Scream is exclusively in cinemas January 2022.