The project started out as an April Fool's gag, but became a reality due to strong fan interest.
To promote the film, an Instagram account was created for Kayako and Toshio, depicting humorous, everyday life situation with the two ghosts.
A couple of other videos were released on the internet, featuring the ghosts of the movie teaching theater etiquette, such as not bringing recording devices or avoiding to take minors to see the movie, to promote the film.
A baseball match was organized in Japan to promote the film where a match between creepy horror characters Sadako and Kayako stunned the audience.
This film re-establishes Kayako as the primary antagonist of the Ju-On/Grudge franchise, after serving as a secondary villain in the two most recent installments prior to the crossover.