On April 21, 2023, Beau Is Scared, a comedy about nightmares from A24 and filmmaker Ari Aster (Hereditary, Midsommar), will be released in theaters.

A Beau is Scared ARG (Augmented Reality Game) is actively being promoted for Aster’s newest film, despite the marketing campaign appearing quiet so close to release.

Earlier this year, deleted videos from an official movie TikTok account directed users to the MW Industries® Instagram and then to a website where they could apply to be MW Ambassadors. Subscribers receive periodic updates, including notifications when a new LinkedIn page for the fictitious company is launched and hidden links to A24’s store for MW Industries® merchandise. It’s important to point out that while looking at the Perfectly Safe Co. website’s source code, the alarming statement “actual people shouldn’t fill this in and expect positive things” is inserted.

With fresh activity expanding to MW Ambassador profiles, it appears as though the rabbit hole will only go deeper.

Why is Beau Scared related to any of this? It turns out that MW stands for Mona Wilmington, the company’s founder, and mother of Beau Wilmington (Joaquin Phoenix). Will the ARG reveal any hidden links or movie-related information? That remains to be seen, but at least these provide some entertaining hints while we wait.

We’ll be watching carefully. Remain tuned.

In Ari Aster’s daring and brilliantly twisted new film, Beau is Afraid, “a neurotic man goes on an epic adventure to get home to his mother.”

The A24-produced and -financed movie, written by Aster, stars Nathan Lane, Amy Ryan, Stephen Mckinley Henderson, Hayley Squires, Denis Ménochet, Kylie Rogers, Armen Nahapetian, Parker Posey, and Patti LuPone.

Watch below to see what appears to be a totally original idea from Aster’s Beau Is Scared. And although it might not quite fit into the horror category like Aster’s two prior full-length movies for A24, it certainly has the appearance of the “nightmare comedy” that Aster previously referred to.