Scream-Worthy Marketing: How Horror Movies Master the Art of Fear
It’s that time of year again — when the leaves turn golden, the pumpkins glow, and the horror movies come out to play. But what makes these spine-tingling films so effective at generating buzz? The answer lies in their masterful marketing strategies. Horror movies have long been the kings of creating anticipation and fear, leveraging eerie soundtracks, chilling trailers, and innovative campaigns to leave audiences shivering in anticipation. From The Texas Chain Saw Massacre’s groundbreaking viral marketing to Terrifier 3’s ingenious guerilla tactics, horror movies know how to craft a marketing campaign that’s just as terrifying as the film itself.
Cutting Through the Hype: The Texas Chain Saw Massacre’s Legendary Marketing
The Texas Chain Saw Massacre’s 1974 marketing campaign was a masterclass in manipulation, leveraging controversy and deception to create a horror phenomenon. The film’s infamous “Based on a True Story” tagline — despite being largely fabricated — added to the sense of unease and authenticity, making audiences believe they were witnessing actual events. Distributor Bryanston Pictures took it further, releasing mock “missing persons” posters and running ads in newspapers with grainy, black-and-white images of the film’s victims. The campaign’s crowning achievement was its rating controversy: the film’s graphic content sparked bans in several countries, generating notoriety and curiosity. As the film’s popularity grew, so did the legend of Leatherface and his cannibal family, cementing The Texas Chain Saw Massacre’s status as a horror classic and solidifying its place in marketing history as one of the most brazen and effective campaigns ever conceived.
Clowning Around: Terrifier 3’s Killer Marketing Tactic
Fifty years later, another gore-fest is scaring up the buzz with an innovative campaign. Damien Leone’s low-budget slasher flick Terrifier became an underground cult classic in 2016, and its sequel Terrifier 2 upped the body count and became a full-fledged pop culture sensation in 2022. For 2024, with the franchise’s third installment, distributor Cineverse Corp came up with a new crazy campaign. In a bizarre promotional stunt, fans can call a hotline to reach Art the Clown, the film’s terrifying villain. But don’t expect a chilling conversation; Art’s response is limited to eerie horn honks. The real twist? Callers are later “gifted” a whopping one cent via Venmo, courtesy of the silent killer himself. Yes, you read that right — Art’s sending fans pennies. This unconventional tactic has left fans screaming (with laughter and delight) and has generated major buzz for the thrashing threequel. This clever combination of creepy and quirky paid off big at the box office – Damien Leone’s Terrifier 3 grossed more than $55 million worldwide, making it the highest-grossing unrated film of all time.
The Psychology of Fear: How Horror Movies Manipulate Our Emotions
What makes horror movie marketing so masterful? It’s the understanding of the psychology of fear. By tapping into our deep-seated phobias and leveraging social proof, horror movie marketers create a sense of anticipation and dread that draws audiences in. Whether you’re a horror fan or not, it’s undeniable that these films are expertly marketed to leave a lasting impression. One thing is certain: horror movies will continue to push the boundaries of marketing, leaving us screaming for more.
So, what can we learn from these chilling examples of guerrilla marketing?
For starters, don’t be scared to take risks and push boundaries. Horror movies’ unconventional tactics, such as leveraging controversy and exploring grassroots channels, inspired fresh approaches to capturing audiences’ attention.
Consider experimenting with immersive experiences, social media manipulation, or even clever ways of collecting data (like Art The Clown’s creepy cash reward). The key takeaway is that successful marketing campaigns often rely on emotional connections. Don’t be afraid to shock people, surprise people, get their attention!
About the author
Tim Disbrow currently serves as Client Service and Content Strategist at Mint Advertising. Before his transition into marketing, Tim spent more than 15 years in film and television production. An award-winning filmmaker and producer, his work spans feature-length and short subject documentaries, unscripted TV, narrative shorts, and branded content.