Scary Movie Reboot Targets Cannabis Consumers With PAX Collab

The Wayans brothers are betting big on cannabis culture for their Scary Movie reboot, partnering with PAX Labs for an official vaporizer collaboration and rolling out marketing materials that include bong props and water pipe-themed merchandise.

The franchise, which last released a film in 2013, is returning with a marketing strategy that explicitly targets cannabis consumers—a shift that reflects both the normalization of marijuana use and Hollywood's growing comfort with stoner audiences as a viable demographic.

"The studio is going all-in on this," according to promotional materials reviewed by High Times. The campaign includes a parody series aimed at cannabis enthusiasts, prominent bong placement in the film's trailer, and social media posts featuring a popcorn bucket designed to look like a water pipe, though the studio has not confirmed whether the novelty item will actually be available for purchase.

The PAX Partnership

The centerpiece of the cannabis-focused campaign is a branded vaporizer collaboration with PAX Labs, one of the leading manufacturers of premium cannabis consumption devices. PAX vaporizers typically retail between $200 and $350, positioning the Scary Movie edition as a high-end collectible rather than a mass-market promotional item.

This marks a notable evolution in entertainment marketing. While cannabis references have long been staples of stoner comedies, major studios have historically kept official partnerships at arm's length due to federal prohibition and concerns about mainstream backlash.

But the landscape has shifted. With 24 states now allowing adult-use cannabis and public support for legalization hovering around 70% in recent polls, entertainment companies are increasingly willing to court cannabis consumers directly.

Marketing to the Moment

The Wayans brothers' approach reflects broader trends in both cannabis normalization and targeted marketing. AMC Theatres reported earlier this year that concession sales—including novelty popcorn buckets—have become a significant revenue driver, with some limited-edition containers selling out within hours.

Combining that merchandising strategy with cannabis culture creates a potential crossover hit. The original Scary Movie, released in 2000, grossed over $278 million worldwide and became a cultural touchstone for millennials—many of whom are now in their 30s and 40s and comprise a core demographic for legal cannabis purchases.

The studio's social media rollout has generated significant buzz, though some confusion remains about what's actually for sale versus what's simply promotional imagery. The bong-shaped popcorn bucket, in particular, has sparked debate online about whether it will be available at theaters or exists solely as a marketing stunt.

What This Signals

Hollywood's willingness to embrace cannabis marketing reflects the industry's maturation. Major brands like PAX—which raised $420 million in a 2019 funding round—have moved beyond dispensary shelves to mainstream retail partnerships and cultural collaborations.

The Scary Movie campaign also highlights how entertainment studios are navigating a fragmented media landscape. Rather than relying solely on traditional advertising, they're creating shareable moments and product partnerships designed to generate organic social media engagement among specific audience segments.

Whether the strategy translates to box office success remains to be seen. The horror-comedy genre has produced mixed results in recent years, and the Scary Movie franchise hasn't released a new installment in over a decade. But by targeting cannabis consumers explicitly—a demographic with significant purchasing power and cultural influence—the Wayans brothers are making a calculated bet that stoner audiences will show up.

The film's release date has not been officially announced, though industry sources suggest a 2025 theatrical debut is likely. PAX has not disclosed pricing or availability details for the collaborative vaporizer.

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This article is based on original reporting by hightimes.com.