Walt Disney Studios Canada is opening a family-friendly immersive experience at Casa Loma in Toronto to mark the debut of the upcoming live-action musical adaptation of Snow White.

On display until March 21, the exhibition reimagines the halls of Casa Loma as some of the most recognizable and beloved settings from the film. Visitors can explore the enchanted wishing well, the evil queen’s throne with the magic mirror, as well as the dwarves’ cottage, mine and train.

According to a spokesperson from Walt Disney Studios Canada, the timing of the exhibition was strategic, falling between March break and the film’s release.

“The storied halls and rooms of Casa Loma are a natural fit and a perfect setting to bring the magical kingdom of Snow White to life,” the spokesperson says, adding that the studio’s investment in this collaboration was significant considering that Snow White is Disney’s first princess, and the 1937 movie was the studio’s first feature film.

“Given the important legacy of this story to the company, we wanted to do something grand, something that fit the scope and scale of this release while also paying tribute to the love, appreciation and nostalgia for the animated film,” the spokesperson says.

Experiential activations are also important to Disney’s marketing strategy in Canada – the representative notes that the prodco has focused on bringing components of its films to life for local audiences, allowing “people to experience a little piece of the Disney magic in their own backyard.”

In March last year, Disney and Pixar collaborated to launch an activation at Etobicoke’s CF Sherway Gardens mall ahead of the premiere of Inside Out 2. The immersive experience featured an interactive replica of the console that is inside Riley’s mind, the main character of the movie. The effort followed a similar activation at the same mall, where Disney recreated iconic settings from the movie Wish, generating buzz prior to its release.

The Snow White activation is being promoted on both Walt Disney Studios Canada and Casa Loma’s social media channels, with OOH ads around the castle. CP24 Breakfast and CTV News have done pieces from the location, and the studio plans to hold press and influencer events at the activation.

The film will hit theatres on March 21.