Indie horror films have been gaining popularity in recent years, thanks to the creative minds of filmmakers who push the boundaries of the genre. But what sets these films apart from mainstream horror movies is not only their unique storytelling and unconventional scares, but also their equally creative marketing campaigns.
Marketing a horror film is no easy task – it requires a delicate balance of intrigue, suspense, and just the right amount of fear to entice viewers. And indie horror filmmakers have taken this challenge to the next level by coming up with some of the most creative and innovative marketing campaigns to promote their films. Here are 15 of the most creative indie horror marketing campaigns that have left a lasting impression on audiences.
1. “The Blair Witch Project” (1999)
One of the most iconic indie horror films in history, “The Blair Witch Project” not only revolutionized found footage horror but also set the bar high for marketing campaigns. The filmmakers used a clever tactic of blurring the lines between reality and fiction by creating a fake documentary-style website, missing persons posters, and even sending out fake police reports to news outlets. This viral marketing strategy created a buzz around the film, making viewers question if the events in the movie were real or not.
2. “The Babadook” (2014)
“The Babadook” is a psychological horror film that follows a single mother and her son as they are haunted by a mysterious creature named Babadook. The film’s marketing campaign capitalized on the eerie and unsettling nature of the Babadook by releasing a children’s pop-up book, similar to the one featured in the film. The book was sent to select journalists and influencers, creating a buzz around the movie and generating curiosity among potential viewers.
3. “Get Out” (2017)
Jordan Peele’s directorial debut, “Get Out,” became a cultural phenomenon with its sharp social commentary on race relations. The marketing campaign for the film tapped into this theme by creating a fake website for the “Armitage family,” the family at the center of the film’s eerie events. The website included photos, family history, and even a virtual tour of their home, giving viewers a taste of what to expect in the film.
4. “It Follows” (2014)
“It Follows” is a unique horror film that follows a young woman who is pursued by a supernatural entity after a sexual encounter. The film’s marketing campaign played on this concept by creating a fake dating profile for the main character, Jay, on popular dating app Tinder. This unconventional approach not only caught the attention of potential viewers but also sparked discussions about the film’s underlying themes.
5. “A Quiet Place” (2018)
“A Quiet Place” is a horror film that relies heavily on sound and silence to create tension and fear. The film’s marketing campaign used this to their advantage by releasing a teaser trailer with minimal dialogue and ambient noises. This created a sense of mystery and intrigue around the film, drawing in audiences who were curious about the story behind the eerie silence.
6. “Hereditary” (2018)
“Hereditary” is a chilling horror film that delves into the dark secrets of a family. The marketing campaign for the film used this theme by creating a series of eerie posters that depicted everyday family photos with disturbing and unsettling details hidden in plain sight. This not only captured the attention of horror fans but also sparked conversations and theories about the film’s plot.
7. “Scream” (1996)
Wes Craven’s classic slasher film “Scream” was not only a hit at the box office but also made waves with its marketing campaign. The film’s iconic poster, featuring Drew Barrymore with a phone and a threatening caption, became an instant pop culture phenomenon. The use of simple yet effective imagery and a clever tagline (“Someone’s taken their love of scary movies one step too far”) set the tone for the film and drew in a large audience.
8. “The Conjuring” (2013)
Based on the true story of paranormal investigators Ed and Lorraine Warren, “The Conjuring” used its real-life inspiration to its advantage in its marketing campaign. The film’s website featured photos and recordings from the real case, creating a sense of authenticity and adding to the fear factor of the film. This approach not only intrigued horror fans but also drew in skeptics who were curious about the real events behind the movie.
9. “The Witch” (2015)
“The Witch” is a period horror film that follows a family living on the edge of a dark forest. The marketing campaign for the film used this setting by creating a website for the fictional village of “New England Plantation.” The website featured information about the village’s history, traditions, and even a prayer book, adding to the unsettling atmosphere of the film.
10. “Don’t Breathe” (2016)
“Don’t Breathe” is a home invasion horror film that follows three thieves who break into the house of a blind man, only to realize that he is not as helpless as he seems. The marketing campaign for the film played on this concept by creating a virtual reality experience where audiences could experience what it feels like to be in a dark house with someone lurking in the shadows. This immersive experience generated buzz and heightened anticipation for the film’s release.
11. “Paranormal Activity” (2007)
“Paranormal Activity” is a found footage horror film that follows a couple who are haunted by a demon in their home. The marketing campaign for the film relied heavily on word-of-mouth and grassroots promotion, with screenings at select theaters and colleges. This generated buzz and created a demand for the film, making it a sleeper hit at the box office.
12. “The Cabin in the Woods” (2012)
“The Cabin in the Woods” is a horror-comedy that subverts traditional horror tropes. The film’s marketing campaign played on this by creating a series of posters that looked like typical horror movie posters but with hidden codes and messages. This interactive approach not only caught the attention of potential viewers but also engaged them in deciphering the hidden meanings.
13. “The Visit” (2015)
“The Visit” is a found footage horror film that follows two siblings who visit their grandparents, only to realize that something is not right. The marketing campaign for the film used this concept by creating a fake website for the fictional town where the grandparents live. The website featured photos and news articles about the strange occurrences in the town, adding to the sense of mystery and fear surrounding the film.
14. “The Invitation” (2015)
“The Invitation” is a psychological thriller that follows a man who is invited to a dinner party by his ex-wife, who may have sinister intentions. The marketing campaign for the film used this theme to its advantage by creating a series of cryptic videos and social media posts that hinted at the dark secrets that would be revealed in the film. This approach piqued the interest of viewers and created anticipation for the film’s release.
15. “Tucker and Dale vs. Evil” (2010)
“Tucker and Dale vs. Evil” is a horror-comedy that turns the typical “hillbilly killer” trope on its head. The marketing campaign for the film played on this concept by creating a series of posters that looked like typical slasher film posters but with humorous captions that subverted the expectations of viewers. This unconventional approach not only caught the attention of horror fans but also appealed to a wider audience with its comedic tone.
In conclusion, indie horror films have not only pushed the boundaries of the genre with their unique storytelling but also with their creative and innovative marketing campaigns. From viral websites to interactive experiences, these campaigns have successfully captured the attention of audiences and generated buzz for these films. With the ever-growing popularity of indie horror, it will be exciting to see what creative marketing strategies filmmakers come up with next. But one thing is for sure – they will continue to surprise and delight us with their out-of-the-box ideas.
