About a month ago, I saw Longlegs in the cinema. I thought it was great. In fact, I loved it.
As well as being a satisfying movie about an FBI agent solving a serial killer case, it’s the first movie I’ve seen in a long time where I was excited by the marketing. Where promotion went beyond just a plot-filled trailer and well-designed poster to something meaningful.
On June 14th, a spread appeared in The Seattle Times with a solvable cipher. Rows of cryptic symbols ‘printed at the request of LONGLEGS’. Soon after, billboards appeared with a phone number. 458-666-4355 or 458-666-HELL. I encourage you to call it. Go on. Pick up your phone and dial it.
Then there was a dedicated website (found by those smart enough to crack the first cipher) detailing the film’s murders through photos, cuttings, audio clips, and more clues. There was even a link where you could download protected files, accessible only by passwords you’d have to find in all this material.
Whether you enjoyed Longlegs or not, the way the movie was marketed was impressive. It was fresh, compelling, and rewarding.
I saw someone online calling it The Blair Witch Project of our time, referencing the viral campaign of the 90s film that included its own website (which you can somewhat explore on the Internet Archive) with details outlining the mythology and missing film crew.
Alongside its launch, interns approached strangers with missing posters, asking what they knew about the legend of the Blair Witch. Fans were calling radio shows, building their own websites, and spreading the word about the disappearance of three students in Maryland.
Thanks to its found footage approach and the internet still finding its footing, it was a perfect vehicle for speculation. Everyone was hungry to hear more about the Blair Witch. Everyone was terrified because they believed it was real.
That’s not to say these are the only memorable horror marketing efforts. SMILE did a good job with its campaign, employing people to stand in the crowd of popular events and smile at cameras. Even as far back as Psycho, Alfred Hitchcock generated buzz by pitching the movie as true and being protective about its ending.
As an indie author, marketing is tough. I genuinely enjoy putting promotional material together but it’s time-consuming, constant, and often feels like shouting into the void. Granted, promoting a book is different to a movie and you don’t have even a fraction of the budget these studios do, if any at all. But there’s a lot I feel I could – and want to – learn from the likes of Longlegs and The Blair Witch Project.
What I love about these campaigns is that they don’t just promote the story they’re telling. They add to it. Expand its universe. Explore its characters. Give a deeper glimpse into the mood, setting, and atmosphere. There’s value, and a unique sense of give and take.
No one was asked to solve the cipher. There’s no expectation to discuss theories online. People did it because they wanted to. They were driven enough by the story, and I love the idea of those people feeling rewarded or satisfied when watching the movie. Having a richer and more memorable experience because they put the effort in.
These campaigns also tap into something human. They lean into whatever it is a movie wants you to feel. They bottle unease, encourage uncertainty, and give people a taste of what’s to come.
And isn’t that what all good marketing should do? Capture curiosity. Create a sense of longing. Leave you wanting more.
Before you go
My latest book, Waxwing Creek, is out now. It’s a collection of interconnected horror stories about a haunted motel in a small town called Hunt. It’s available in paperback and on Kindle (including Kindle Unlimited).
Feel free to check out reviews on Goodreads or click the button below to grab a copy.
Today also marks one year since the release of my first book, BURIED BY SUNSET. It’s a supernatural horror inspired by the Southern Gothic that you can check out here.
If you want to connect, I love hearing from readers. I keep an Instagram updated, post regularly to Threads and Notes. You can also find me on TikTok.
/ JJW
Great article. Good marketing is usually targeted, at least the memorable ones are. But a lot of campaigns seem to think screaming louder above everyone else is the way to go - usually the ones who can afford to