Promoting Horror in the Modern Era

An old rockstar turned serial killer, a young FBI detective cracking a 35-year-old case and an over-looming supernatural presence guided millions to view a cryptic thriller named “LONGLEGS.” 

This movie was one of the most groundbreaking modern classics in theaters this year, and the promotion of “LONGLEGS” just made watching it better. Audiophiles, murder mystery enthusiasts and horror fans beware because this one will be stuck in your mind months after watching it. 

This movie has one of the best movie soundtracks of the decade, with surround sound effects that will rumble your entire stereo system. It has some of the most intensely disturbing yet mind breaking scenes that will make you question every preconceived theory you have scene by scene. 

The horror in this movie is unorthodox with scenes that cut away from violence, a killer you do not see the face of until the end, and scary Easter eggs that bare the entity that’s been pulling the strings. The overall vibe is like if Ethel Cain’s “Ptolemaea” and “Hannibal (2013)” had a lovechild in rural Oregon. 

Looking back at the media promotion, you could see a masterpiece brewing on a kettle until it whistles. It is a rarity to see movies use billboards, a phone number leading listeners to a message from the killer, coded messages, an entire website, downloadable files, and a written interview to promote people to see this movie. “LONGLEGS” flips the script to how media is promoted in the modern era and teaches us the importance of embracing our dark side. 

“LONGLEGS” started off as a random NEON, the filmhouse that produced LONGLEGS,  movie releasing this summer but gained attention with 37 second teasers with flashing images of the “Birthday Murders,” the gruesome murders of numerous families days before their daughters’ birthday, shown in the movie. These teasers featured randomized clips of the most unusual dark web-like clips cutting away before something terrifying happens. 

Horror fans went wild and reacted to these clips with excitement and a need to see it when released. As the months till release faded into weeks, horror reviewers were sent a bloody PR package with pictures showing the crime scene photos from the trailer and a coded message that gave them a location for an early preview of “LONGLEGS.” A more detailed trailer released two weeks before it came out that debuted the main character, Lee Harker, a new FBI agent on the hunt for a serial killer by the name of Longlegs and a hidden face of the killer shown seconds before the trailer ends. 

Less than 10 days before the movie’s release, a website with detailed descriptions of the “Birthday Murders,” an interview with a special agent left with this case of these gruesome murders yet to be solved, a birthday card with cryptic messages inside, and downloadable files that could be opened with a decoded message to watch VHS tape footage of Longleg’s distorted face. All these promotion tactics lead to the movie being a horror phenomenon where people express their excitement and love for the movie before it even hit the screens. 

According to Box Office Mojo “LONGLEGS” earned $100 million at the box office, becoming the highest grossing film at NEON productions, and the highest grossing independent film of the year. The way it took the internet by storm is a testament to how using unusual marketing tactics have the ability to boost anyone’s career. When working to advance in your career, it’s very easy to promote the best image of ourselves online and in person. 

“LONGLEGS'” promotion tactics being a massive success turns these idealistic views from the inside out and shows us a testament that the rawest aspects of who you are as a person can end up catapulting yourself into the position that you have worked for. Even what might be considered dark and horrifying to some, can lead toward an immense success in modern horror.  There is never a better time to embrace your dark side than now.

“I know you’re not afraid of a little bit of dark… Because you are the dark,” as stated in the movie “LONGLEGS.”

“LONGLEGS” is available to rent or purchase digitally and in select stores.