In July 2017, Warner Bros. Pictures, in conjunction with James Wan, announced the "My Annabelle Creation" competition as promotion for the then-upcoming film Annabelle: Creation. Participants of the competition were to shoot a short film which would "feel like (it) could exist within the established Conjuring world", with the winning films' directors having their films made a part of the shared film universe, and winning a trip to Los Angeles to meet with David F. Sandberg, the director of the film. The entry deadline was July 27, 2017, with five separate competition winners being selected from the United States, the United Kingdom, Mexico, Sweden and Colombia.