Article

Howl-O-Scream Reimagines the Media Event For Creators and Influencers

September 24, 2026 • 02:01 PM • By Amber Valois

SeaWorld Orlando showcases Halloween event with new surprises

Photo credit: Amber Valois

Orlando (IAAPA NEWS) - Building on the foundation established during last year’s Howl-O-Scream media event, SeaWorld Orlando once again transformed their traditional media preview into an immersive entertainment experience. In 2025, Howl-O-Scream debuted a fresh concept for their media preview -- a high-energy fashion show themed around 1980s hair metal, bikers, and heavy leather.

The event featured a musical number from the show Monster Stomp and culminated into the big reveal of Havoc, the season’s icon. Instead of repeating last year’s aesthetics, the 2026 event jumped forward to a 1990s workout informercial parody – “Scream and Sweat.” While last year’s event tied into the debut of Havoc, this year’s show connects to a new festival icon: Pestilence, Havoc’s ex-girlfriend. By blending horror and nostalgia with structural storytelling, the theme park successfully demonstrated how they plan to reimagine the traditional media preview space.

Neon Nostalgia Meets Twisted Horrors

Before stepping inside the Nautilus Theater, media attendees sampled the upcoming seasonal food and beverages offered. “This year they highlighted an anchor-shaped pretzel inspired by the I Know What You Did Last Summer: The Final Catch house, alongside the Highway Havoc bacon mac ‘n’ cheese hot dog. Drink options included the Saturday Morning Cartoon mocktail and the Maggot Mule alcoholic cocktail. The interactive photo opportunities included a chance to pose with the coffin drum--a memorable prop from Monster Stomp. The media preview showcased additional tables of merchandise and additional food options that are now live for the season following Howl-O-Scream’s opening on Sept. 11.

Once inside the theater, the showcase transformed into a high-energy '90s fitness parody, with an over-the-top emcee introducing the major characters from this year’s lineup as they performed their own exercise routines down the runway. “We approached it as an original entertainment production. From the ’90s workout-infomercial theme to the music, costuming, choreography and surprise arrival of Pestilence [2026’s Howl-O Scream icon], every element was designed to reveal the season through storytelling,” explains Stephanie Bechara, SeaWorld’s director of public relations and community relations.

A New Icon Rises

The major highlight of the night was the official reveal of Pestilence, the premier icon of the 2026 season, and her accompanying scare zone, Nekrosis, trapping guests in time at midnight in the year 1999, further building the lore of Howl-O-Scream’s original characters and tying them together. “We wanted the media to feel immersed in the experience and immediately understand the bold creativity behind Howl-O-Scream”, Bechara further explains.

When asked what inspired the team to develop this media event concept instead of a traditional media preview, Bechara says, “Howl-O-Scream is inherently theatrical, so we wanted the media event to reflect the same creativity, energy and unexpected moments guests experience during the season.”

Both members of the invited media and SeaWorld’s team fully embraced the theme, showing up in bright neon button-ups and fitness headbands. After the show, journalists and influencers enjoyed exclusive access to SeaWorld’s Howl-O-Scream leadership team as well as the characters for interviews and content creation. To top off the experience, the Masked Man--a character from the new dark romantasy scare zone, Just One More Chapter--was on hand to distribute roses to the press.

“Seeing the media engage with the characters, relationships and lore has reinforced the value of revealing the season through an immersive production,” Bechara says about the media’s response to this unique format.

By transforming a standard press preview into an original creative production, SeaWorld Orlando’s Howl-O-Scream swaps costly spectacle for authentic storytelling. This innovative approach not only secures deep brand loyalty before opening day but also turns a routine media event into a power catalyst for next year’s anticipation for the event.

Amber is the associate editor of Funworld at IAAPA. She has worked in the attractions industry for several years with experience spanning marketing, retail, and production. She is passionate about the creativity, storytelling, and innovation that brings attractions and guest experiences to life. Connect with her on LinkedIn.

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