Over the past month, Chuck E. Cheese has proven that they know how to capitalize on a pop culture moment. Their Five Nights of Fun event was such a thinly veiled parody of the Five Nights at Freddy’s movie that it felt like they were tempting both fate and copyright law, even if their CEO was quick to dismiss any similarities as pure coincidence. Now, less than a week after that event, we’re all bracing for the next move from the company’s over-achieving marketing team.

Fortunately, we won’t have to wait too long. On Thursday, 2 November, Chuck E. Cheese will hold its "first-ever" press conference. They haven’t given us many clues about what the event will be about, but it is coming as Five Nights at Freddy’s is the biggest film in America right now, and probably the most successful horror film of the year.

This has our imaginations running wild with ideas – will Chuck E. Cheese defy logic and dip into the Five Nights at Freddy’s well a third time? Have they looked at the streaming numbers for the film and decided that the animatronics that made the restaurant an icon of disappointing children’s parties across America need to make a (hopefully not murderous) comeback? Or will they be forced to come clean about any potential casualties from their ill-advised late over event last week?

Really, the most likely outcome of this press conference will be the company announcing that the entire Five Nights of Fun event was actually a joint publicity stunt with Blumhouse Productions to promote both Chuck E. Cheese and the Five Nights at Freddy’s movie, but we reserve the right to wildly speculate about what this new announcement is until it finally drops this Thursday.

Wondering what movies are coming out soon that might knock Five Nights at Freddy’s off its box office throne? We’ve got the most complete guide to upcoming films for theatrical and streaming release for the next several months.