How Neon’s ‘Longlegs’ became the surprise indie horror hit of the summer

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As a long-time movie enthusiast and someone who has followed the industry for decades, I can’t help but be in awe of Neon’s marketing campaign for “Longlegs.” The trailers, phone messages, encrypted newspaper ads, and other stunts they used to build hype around this horror smash felt like a thrilling scavenger hunt that kept me on the edge of my seat.

As I follow the winding path of this intriguing story, I come across subtle hints and clues that seem ordinary at first. But little do I know, these seemingly innocuous details hold the key to a shocking revelation. The true meaning lies hidden in plain sight, waiting for me to reach the end of the trail. Only then will the greatest plot twist be dramatically unveiled.

The marketing strategy for the shocking horror success “Longlegs” by independent distributor Neon was pushed even more effectively.

As a seasoned marketing professional with over a decade of experience under my belt, I’ve seen my fair share of promotional strategies. But none have left me as intrigued and captivated as the one for “Longlegs.” The way Neon planted breadcrumbs throughout the promotional landscape was nothing short of brilliant.

With a production budget under $10 million, as stated by the film studio, the R-rated movie debuted in second place during the previous weekend, earning approximately $22.6 million from domestic box office sales.

According to Comscore senior media analyst Paul Dergarobedian, the performance of it was unexpectedly impressive. This surprise came amidst more established and visually striking marketing campaigns for films like “Despicable Me 4” and “Twisters.”

A month ago, if you had asked people if “Longlegs” was among their unexpected hit movies, they wouldn’t have known what you were talking about, according to Dergarabedian.

He remarked, “Engaging an audience as effectively as this is no simple task.” To capture their interest, one must present something extraordinary and unexpected. And they certainly succeeded in doing so.

Osgood Perkins, son of renowned horror actor Anthony Perkins, directs “Longlegs.” In this chilling thriller, Maika Monroe portrays an experienced FBI agent probing a string of grisly murders. Nic Cage takes on the role of the ominous title character, although his identity is concealed in promotional materials through clever disguise.

The main trailer features him scarcely, shedding light on only a small part of the storyline. Originally, the studio intended to release a traditional preview, but after fans were intrigued by an initial mysterious teaser, they changed their plans.

“Monica Koyama, an entertainment marketing expert and communication management professor at USC, remarked that it adds to the excitement and curiosity,” is one way of paraphrasing “It increases the intrigue.”

In the movie, he certainly comes across as terrifying. Yet, at times, the fears that reside within our own minds can be even more petrifying than the on-screen portrayals.

Maika Monroe and Nicolas Cage in a poster for Neon’s “Longlegs.” The studio has strategically obscured Cage’s face in marketing materials.
(Neon)

To further heighten the sense of fear for viewers, Neon shared an additional recording. This recording showcased Monroe’s heartbeat rapidly increasing from a normal 76 beats per minute to an alarming 170 beats per minute. This audio was obtained from a microphone attached to Monroe’s chest during her initial filming session with Cage, as Longlegs. After discussing the scene with Perkins, who intentionally kept the actors apart before filming this sequence, it was revealed that Monroe’s heart had been racing during their encounter.

I was astonished by the simplicity of it all, Koyama explained. “They shared the data with us,” he continued. “And we’re expressing our concern. Here’s the unprocessed information directly from the actress herself.”

It’s all part of Neon’s ploy to place moviegoers in the shoes of the protagonist.

“The remarkable achievement of ‘Longlegs’ is a clear proof of the ingenious and thrilling movie brought to life by director Osgood Perkins and his talented team of collaborators,” Elissa Federoff, Neon’s distribution president, expressed in a statement to The Times.

“We’re thrilled with the outcomes and can’t wait to carry on collaborating with Osgood and his talented team of producers. Their support has enabled us to create a campaign that truly resonates with us.”

Koyama believed that Neon deliberately merged horror and crime elements to attract a larger fan base. Additionally, she attributed the success of “Longlegs” to effective marketing techniques, including quoting praises from critics who hailed it as one of the most terrifying films in recent years.

As a passionate film enthusiast, I can’t help but feel invigorated by this upcoming development. I truly believe that it will rekindle the creative spark in marketing teams. My fervent hope is that studios will be inspired to take risks and explore new avenues of storytelling, leading to a more vibrant and innovative film industry.

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2024-07-18 21:37