In the just over four weeks scare business Fear Factory has been open, 4000 people have gone through but nearly 100 people a week have not made it to the end.
Both these numbers have pleased director Simon Smith, who runs the Shotover St business with his brother and parents.
''It's been an awesome start,'' Mr Smith said.
''I've had a few people say to me `is it a franchise?' ... and that's actually quite flattering.''
He said most of the 371 ''chickens'' became so in the first room and he would not reveal what is actually scaring people, wanting to keep the mystery alive. However, the scares are constantly being updated.
''From day one till now it's almost completely different.''
There were also different options for people to take, so those who celebrated their courage in making it all the way could always have another crack at crumbling to fear.
Mr Smith carried out research for three years before opening the business. He was revelling in its quick success, which he attributed to being unique in Queenstown and just generally ''something different instead of eating or drinking, and it's a lot of fun''.
Marketing data had shown most customers had heard about the business from word of mouth or by walking past ''and that would be down to the location''.
''We have a long-term lease here and we're not planning on going anywhere,'' he said. Some customers had told him the visit had been the highlight of their holiday.
Data had also shown Australians were the most frequent customers, followed by New Zealanders, then Europeans.
