In July, Zombie announced the plot of 31, which follows a group of five people that are forced to participate in a gruesome game called "31". He also noted that 31 referred to October 31, Halloween. Zombie commented on the speculation, stating that it would not follow Captain Spaulding and would be an original story and was not based on any previous work.
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Fans and media outlets speculated that the film would be a third film in the House of 1000 Corpses and The Devil's Rejects universe and would follow Sid Haig's character Captain Spaulding, that it could be a film centering upon serial killer John Wayne Gacy, or that it would be a third film in Zombie's rebooted Halloween film series. Plans to create 31 were first announced in May 2014 via a teaser poster that showed the words "a Rob Zombie film", a bloody clown face, and the number "31".
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The group is placed in a series of maze-like set of rooms, where they must defend themselves against the "Heads", several murderous clowns who intend to torture and murder them, all the while the group are given odds for their survival and bets are placed on them. Later that night, the group is attacked by people disguised as scarecrows and taken to a strange, large building where three elderly people wearing aristocratic clothes, powdered wigs and make up – known as Sister Dragon, Sister Serpent and their leader, Father Napoleon-Horatio-Silas Murder – tell them that they are going to play the game "31" and that it will last for the next 12 hours. During Halloween 1976, a group of carnival workers, Charly, Venus, Panda, Levon and Roscoe, gleefully travel through the countryside.