In a bold move that defied industry norms, Neon's marketing campaign for the independent horror film 'Longlegs' captivated audiences and shattered box office expectations. By embracing a mysterious, breadcrumb-driven approach, the distributor turned horror fans into true-crime detectives, ultimately propelling the Nicolas Cage-led thriller to become the most successful indie horror release in a decade.

Unleashing the Power of the Unknown: Neon's Unconventional Approach to Promoting 'Longlegs'

The Cage Reveal: A Tantalizing Glimpse of the Unexpected

When Neon first shared a short clip of Nicolas Cage's transformative performance as the elusive serial killer in 'Longlegs,' the reaction was immediate. Neon boss Tom Quinn recalls, "If it wasn't Nick Cage [doing that performance] it would be absolutely batshit crazy. The fact that it was Nick Cage made it times 10." Neon marketing head Christian Parkes adds, "What triggered it for us was hearing him. It was unlike anything we'd heard before. It could only have come from Cage. It was: this is something that we have to take really seriously."

Embracing the Jaws Playbook: Keeping the Shark in the Shadows

Inspired by the success of 'Jaws,' Neon decided to keep Cage's chilling portrayal of Longlegs hidden from the marketing campaign. "Tom has said, time and time again, that one of the reasons 'Jaws' is the greatest film ever, one of the reasons it works so well is because you don't see the shark," explains Parkes. "So we thought, let's not show the shark. Let's not show Cage. Let's hold him back."

Breadcrumbs and Clues: Turning Fans into True-Crime Detectives

Instead of a traditional marketing blitz, Neon designed a campaign that mirrored the film's mystery plot. Starting in early 2024, they began dropping a series of disturbing images and videos online, including a creepy family photo, a nun in a black habit, and a wall with a cryptic message. There was no film title, no company logo, no Maika Monroe, and no Nick Cage. "The theories were just running wild on every platform, Reddit in particular, and we threw some chum at those guys," Parkes chuckles.

The Teaser That Captivated: Leaving Audiences Craving More

When Neon finally released the first teaser, it continued to withhold key details. Monroe was only glimpsed from behind, and Cage remained in the shadows. The last shot was a cipher code that turned into the title of the film: 'Longlegs.' The response was immediate, with fans declaring, "I don't know what's going on, but I love this. I don't want to see anything else from this film. I'm already sold."

Empowering the Horror Superfans: Neon's Targeted Approach

Neon recognized the importance of the horror genre audience, a group they felt was often underserved. "From the jump, we said we need to respect the horror audience, the genre audience, because they're largely underserved, I think, by distributors and studios," says Parkes. "If we treat them with respect, if we talk to them on their terms and on their level and bring them along, they will invest in this film, carry this film and make it their own."

Maximizing Impact with Minimal Spend: Neon's Guerrilla Marketing Tactics

Neon's marketing strategy for 'Longlegs' was remarkably cost-effective, with a total release budget of just under $10 million. "Online media was about 70 percent of that. We did very targeted buys on Hulu, a little bit on Amazon. And no TV." Their outdoor advertising was also strategically focused, with a handful of bus shelter ads and four billboards in Los Angeles, all featuring cropped images of Cage as Longlegs to maintain the air of mystery.

The Mysterious Billboard That Captivated the World

One of Neon's most ingenious marketing tactics was a billboard in Los Angeles that featured only a phone number, no film title. "People started pranking their parents, texting them: 'Hey Mom, I just got a new phone number. Can you check it out and make sure that it works?' and send them the Longlegs number, then screenshotting the text exchange," says Parkes. "We got more than 1.5 million calls from over 60 countries. From a single board, for a couple of thousand bucks."

Tracking the Audience's Pulse: Neon's Data-Driven Approach

Neon's marketing strategy was not just creative, but also data-driven. They closely monitored a range of metrics, including online awareness, social media mentions, and affinity sharing. "Unaided awareness for horror fans was a 10 for the film," says Quinn. "That was a key indicator that this was going to open well beyond projections."

Timing the Release: Longlegs as Counter-Programming

Neon strategically positioned 'Longlegs' as counter-programming to the family-friendly studio fare hitting theaters that summer, including 'Inside Out 2,' 'Despicable Me 4,' and 'Fly Me To the Moon.' The film was released on July 12, 2024, in the heart of the blockbuster season, and it paid off handsomely.

The Unexpected Box Office Triumph: Longlegs Becomes the Indie Horror Sensation

'Longlegs' opened at number 2 at the box office, behind only 'Despicable Me 4' in its sophomore frame, grossing $22.4 million. The film would go on to become Neon's highest-grossing release of all time, surpassing the Oscar-winning 'Parasite' and becoming the most successful indie horror film of the last 10 years, with a domestic gross of $74.35 million.Neon's innovative marketing campaign for 'Longlegs' has set a new standard for independent film promotion, proving that a bold, unconventional approach can captivate audiences and drive unexpected box office success. By empowering horror fans and embracing the power of the unknown, Neon has rewritten the rulebook for indie film marketing, paving the way for a new era of creative and data-driven strategies that challenge the status quo.