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.
Despite a rumour about Takako Fuji reprising her role as Kayako in this crossover, the actress stated several times on Twitter that she was not playing this representation of the character. Masaki Saisho, who played Kayako in Ju-on : Beginning of the End (2014) and Ju-on : The Final Curse (2015), is not appearing in the film either, making Runa Endo the sixth actress to play Kayako (counting Aiko Horiuchi who starred in The Grudge 3 (2009), Anna Moon who played her in Tales from the Grudge (2006) webisodes and Kyoka Takizawa who played a younger Kayako in The Grudge 2 (2006)).
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