Alexander J Baxter

What inspired you to transition from filmmaking to creating live immersive theater with Dreadworks Haunted House?

Under the mentorship of the illustrious Stephen Atkins at Capilano University, my journey in immersive theater began, laying a profound foundation in acting and directing. During the pandemic, while developing my creature feature Jikirag, I stepped in as the Creative Director for Canada’s scariest corn maze. This experience reignited the Halloween spirit I cherished as a child, when I would lose myself in fantasy worlds. It inspired my transition into creating realms of pure imagination, where, even for an hour, people can truly believe they are somewhere else.

Can you describe the creative process behind Dreadworks Haunted House and how it integrates cinematic artistry with interactive theatre?

The creative process behind DreadWorks Haunted House begins with world-building, rooted in the expansive universe of Somnara—a dreamscape where nightmares and cosmic forces collide. The name “Somnara” is derived from “Somnus,” the Roman god of sleep, symbolizing a realm where dreams and sleep reign supreme. This intricate world, inspired by ancient mythologies and cosmic horror, serves as the foundation for all our narratives. We meticulously crafted a world bible that guides our team, ensuring every guest experience remains cohesive and immersive.

Incorporating advanced technologies like 4D sensory effects and cinematic lighting, we aim to create a “movie-like” atmosphere within the haunt, where the lines between reality and dark fantasy blur. This approach, often likened to the “Disney effect,” allows us to transport guests into a fully realized world, where they feel as if they’re living inside a dark fantasy horror film.

How does your experience with Constellate Films and Somnara Studios influence the design and execution of the Dreadworks Haunted House?

My experience with Constellate Films has been instrumental in shaping the design and execution of DreadWorks Haunted House. As a storyteller, I’ve learned to weave narratives that resonate deeply, understanding that strong storytelling is not just about plot but about the psychological and emotional journeys of characters. This insight allows me to craft experiences where guests are not just passive observers but active participants, emotionally engaged with the world around them. By applying cinematic techniques and character-driven narratives, we elevate the haunted house experience to something immersive and profound.

At Somnara Studios, we emphasize the importance of depth in character development, much like in film. Our performers, many of whom come from the film and theater industry, receive detailed backstories, enabling them to inhabit their roles fully. This results in a haunted attraction where every interaction is charged with purpose and authenticity, mirroring the quality and intensity one would expect on a professional film set. Through this fusion of cinematic storytelling and immersive performance, DreadWorks stands as a unique and deeply engaging haunt that pushes the boundaries of what a haunted house can be.

What are some of the biggest challenges you’ve faced in merging the worlds of film and live immersive experiences, and how have you overcome them?

Merging the worlds of film and live immersive experiences has been a journey of finding balance. In cinema, the audience feels the rush of suspense, the tension of a creaking door, and the chill of anticipation—all enhanced by lighting, sound, and visual storytelling. Translating these cinematic elements into a live, 40-50 minute immersive experience has been both daunting and rewarding. The challenge lies in condensing the depth of a film into a real-time experience while maintaining the same emotional impact. By integrating cinematic techniques into live performance, we’ve crafted an attraction that immerses guests in a world where they feel like they’re stepping into a movie, experiencing every twist and turn firsthand.

Creating Canada’s longest haunted house has pushed us to redefine the boundaries of what a haunted attraction can be, ensuring that every moment is as intense and immersive as a scene from a film.

Could you share a specific example of how your background in dark fantasy and horror has shaped the story and atmosphere of Dreadworks Haunted House?

My background in dark fantasy and horror has profoundly shaped DreadWorks Haunted House. Over four years, I developed an intricate 800-page world bible for a dark medieval fantasy series, honing my skills in world-building. Writing, directing, and producing horror taught me that the pulse of fear lies in rekindling the childhood belief in the fantastical—the fairies in the woods, the eyes in the closet. This understanding influenced the creation of DreadWorks’ Black Spire, a central structure inspired by ancient, corrupted landmarks from my fantasy world. The Black Spire serves as a focal point where nightmares manifest, blending dark fantasy with cosmic horror, creating an immersive and unsettling atmosphere that invites guests to explore and tempt the darkness they once imagined.

How do you ensure that your projects, like Dreadworks Haunted House, remain innovative and engaging for audiences who have seen many traditional haunted attractions?

To ensure that projects like DreadWorks Haunted House remain innovative and engaging, it’s crucial to stay attuned to the latest trends and advancements in the industry. Attending haunted house seminars and conventions, like the Haunted Attraction trade show in St. Louis, allows us to collaborate with top creators and explore cutting-edge technology. We integrate these insights into our designs, enhancing the experience with AI, amusement park technology, and a unique blend of escape room and free-roam elements. By leveraging original intellectual property rooted in iconic influences, DreadWorks offers something familiar yet entirely new, setting itself apart from traditional attractions.

What role does technology play in creating the immersive experience at Dreadworks Haunted House, and are there any cutting-edge techniques or tools you’re particularly excited about?

Technology is pivotal in crafting the immersive experience at DreadWorks Haunted House. While we’re keeping specific details under wraps as we’re still in the experimental phase, I can share that we’re excited about our AI-driven programs that allow guests to feel like the hero of their own horror movie, complete with custom video footage that feels straight out of a feature film. We also use trigger-sensored scares, smell enhancements, and tailored VFX/CGI to create a truly unforgettable experience. As we say, it’s “Reality Reimagined.”

How do you balance maintaining high production values with the interactive and immersive elements of live theater?

Balancing high production values with immersive theater is a team effort, and we’re fortunate to have incredible talent on board. Ken Honigman from Anmore Manor ensures our production design is top-notch, while Kyle Strauts, known for his work as the Predator in Prey, coaches our actors in film-quality creature performance. My mother, Shelly Baxter, and my grandmother, Sheila Ford, both Leo Award winners, design SFX/ Makeup and costumes for each character. We’re not just a team—we’re a creative family, united by the belief that “we are in this together,” making every experience truly special.

Can you discuss the collaborative process with the Jonkman family and how their expertise complements your vision for Somnara Studios and Dreadwork Haunted House?

Looking ahead, what are your future plans for expanding your creative ventures, both within the immersive theater space and beyond?

Looking ahead, our plans are filled with boundless imagination and ambition. Halloween is the first chapter in our story, as we aspire to create magical experiences across Canada, expanding into other holidays and events. The ultimate dream is to build a world-class amusement park—a place where dreamers of all ages can step into fantastical realms and create lasting memories. Our journey into live events and immersive theater is just the beginning, laying the foundation for a future where creativity and imagination are celebrated in grand style across the nation.