Together with
The Future. Independent distributor Neon has scared up some incredible business by taking a less-is-more approach to marketing its latest hit horror film, Longlegs. With the majority of movie releases falling below expectations this year, expect more upcoming titles to try the less-is-more approach to their marketing campaigns to build intrigue instead of just awareness.
Tease and scare
Longlegs exceeded expectations with a $22.6 million debut at the box office.
Here’s how Neon pulled it off:
- They started the marketing campaign back in January, releasing several cryptic teasers that didn’t give away the plot, were filled with riddles, and never showed the title serial killer played by star Nicolas Cage.
- But, Neon did put up billboards with a phone number where people could listen to a voice message from Cage in character.
- A 90s-era website was created that laid out the crimes of Longlegs, giving a similar vibe to another viral horror hit: The Blair Witch Project.
- A final teaser showed actress Maika Monroe, who plays protagonist FBI Agent Lee Harker, seeing Cage as Longlegs for the first time while attached to a heart rate monitor — her resting heart rate jumped from 76 beats per minute to 170.
Budgeted at $10 million with an equivalent marketing spend, Longlegs had the biggest opening of the year for an original horror film and the best opening for an indie horror film in about a decade. Additionally, only 15 indie studio releases (in any genre) have opened above $20 million in that time frame.
Never underestimate the power of a compelling mystery.
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