When it comes to horror movies, people generally fall into two camps: those who thrive on the thrill of being scared and eagerly seek out the next terrifying cinematic experience, and those who avoid the genre at all costs.
Despite the polarising nature of horror, its box office success remains unquestionable. Research by Statista found that it is the fourth most popular genre in the UK, behind only action, comedy, and animation.
The success of a horror film hinges on many factors, but the marketing campaign is often the most crucial element. It sets the tone, builds anticipation, and draws audiences in before the first scream is heard.
This year, Oz Perkins’ Longlegs became one of the most successful horror films in recent years, grossing almost $110 million against a budget of less than $10 million.
Before the film was even released, critics and horror fanatics spoke highly of its masterful marketing tactics and promotional materials.
The campaign comprised fake websites and case notes dedicated to the eponymous killer’s antics, a nail-biting trailer, and widely publicised festival reviews that gave it the much coveted 100% score on Rotten Tomatoes (though this didn’t hold up on the wider release).
So, with Halloween upon us and the spooky season settling in, here are three lessons you can learn from some of the most successful horror movie marketing campaigns of all time.
1. The Blair Witch Project and the importance of building a brand identity
Produced on a budget of less than $750,000, The Blair Witch Project grossed nearly $250 million worldwide, making it one of the most successful independent films of all time.
Although the “found footage” subgenre has fallen out of critical favour in recent years, The Blair Witch Project became a sensation upon its 1999 release, largely because many viewers believed it was real, which was exactly what the producers intended.
To fuel this illusion, the filmmakers cleverly harnessed the then-blossoming power of the internet, creating dedicated web pages that expanded on the Blair Witch legend. These sites featured fictional history, local myths, and eerie testimonials, immersing audiences in the unsettling lore long before they ever saw the film.
Additionally, in the buildup to the release of the film, the actors went into hiding and did no promotional interviews or press junkets. All of which was a means of lending credibility to the story that these three young students had indeed been taken by something unspeakable lurking in the forests of America.
The marketing campaign was innovative and demonstrably successful. The filmmakers created an entire world and identity for the film and its villain before its release, which not only intrigued audiences but fooled them into believing what they were watching was real.
This speaks to the importance of building a brand identity for marketing purposes. Like the producers of The Blair Witch Project, successful marketers craft narratives that build their image across multiple platforms, captivating audiences and creating intrigue that transcends the product itself.
2. Alien and the value of killer copy
Search any film magazine or cinephile website for the greatest movie taglines of all time and there is one that is almost guaranteed to make an appearance: “In space, no one can hear you scream.”
Ridley Scott’s 1979 masterpiece, Alien, is regarded by many critics to be among the most influential horror films of all time, but even those who haven’t seen it are likely to be familiar with the tagline.
The movie tagline is a delicate art that must capture the essence of the film, the genre, and, of course, the audience’s attention. It is, in a sense, the film’s slogan. And, as with all slogans, it demands masterful copywriting skills.
Alien’s iconic tagline perfectly captures the fear and isolation central to the film’s narrative. The references to both “space” and “scream” seamlessly blend the sci-fi and horror genres. And, by directly addressing “you”, the tagline pulls the reader in, prompting them to wonder what could be so terrifying that it would make them scream in the vast void of space.
It is an exemplary piece of copywriting that, like the film, has stood the test of time and still resonates today.
Marketers, take heed, because this is what genius in copy form looks like.
3. Psycho and the power of expert endorsement
British director Alfred Hitchcock is dubbed “the master of suspense”, due to his notoriety for pushing audiences to the edge of their seats while their hands remain firmly clasped over their eyes.
Perhaps his best-known film is the 1960 horror classic, Psycho.
Psycho was immensely popular upon its initial release and is never too far from the top of any list comprising the greatest horror films of all time.
Hitchcock forbade the two stars of the film to do any promotion for it, fearing they would accidentally reveal twists in the plot. So, he opted to do most of it himself.
The trailer was a full six minutes and 30 seconds long and contained no scenes or clips from the film. Instead, it featured “the fabulous Mr Hitchcock” taking the audience on a jovial, meandering tour of the set, peppering clues and allusions to the story along the way, before ending with a jump scare worthy of the film itself.
By this stage in his career, Hitchcock was famous worldwide, and the power of his image and storytelling ability was just as likely to sell tickets as any of Psycho’s onscreen stars – and sell tickets it did.
Endorsement and promotion from an expert or master in the field, such as Hitchcock in the cinematic world, should never be undervalued. So, when it comes to marketing your product, leveraging the credibility and influence of a respected authority can be a game-changer.
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