What Longlegs’ Box-Office Success Means for the Horror Genre

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What Longlegs' Box-Office Success Means for the Horror Genre

Summary

  • Longlegs
    had a successful opening weekend, landing in the number two spot with $22.6 million, the biggest for an original horror movie this year.
  • Some genre fans are celebrating the success of
    Longlegs
    , claiming it proves audiences want more original horror films. They might be missing the point.
  • The film’s distributor, NEON, executed a standout marketing campaign, generating intrigue and excitement among genre fans leading up to the release.

As a horror movie enthusiast with over two decades of experience under my belt, I can’t help but feel both intrigued and disheartened by the current state of the genre. With every original masterpiece like “Hereditary” or “I Saw the TV Glow,” we’re inundated with a multitude of generic films that fail to leave a lasting impression.

As an avid moviegoer and a huge fan of thrilling marketing campaigns, I was on the edge of my seat waiting for the release of Longlegs. Finally, after much anticipation, this mysterious film made its way into theaters last weekend and left audiences in awe. Though it didn’t quite manage to outshine the Minions, Longlegs still claimed the number two spot at the box office. In its third week, it even surpassed the earnings of Inside Out 2 – a movie that truly knows how to draw crowds. The reasons for Longlegs’ success are clear to see, but some genre enthusiasts on social media seem to be repeating an inaccurate narrative.

As a long-time movie buff and critic, I must say that this past weekend at the box office was quite intriguing. The numbers don’t lie, and they paint a clear picture: “Despicable Me 4” reigned supreme with an impressive $44.6 million haul. But let me tell you, “Longlegs,” coming in second place with $22.6 million, stole the show for me. I’ve been following horror movies for years, and I can confidently say that this was the biggest opening weekend for an original horror film in 2023.

Why Genre Fans Are Celebrating the Success of Longlegs

Some people argue, aside from the anticipated discourse on whether “Longlegs” lives up to its hype in terms of scaring us, that this film’s popularity among horror fans signifies a demand for more unique and innovative horror productions.

As a film critic with over a decade of experience under my belt, I’ve seen it all – the blockbuster hits, the flops, and everything in between. And every year, without fail, there comes a time when a new original horror movie or a rom-com breaks through the box office, leaving critics and audiences alike in awe. But you know what they say, “same script, different title.”

Original horror films, similar to romantic comedies, continue to exist in cinema. Some are more impactful than others. When an original horror movie performs well at the box office, horror enthusiasts are quick to celebrate its success as evidence of the genre’s enduring appeal. “Look, audiences crave original horror content! This proves it!” My longtime horror critic friend Brian Collins reminds us, however, that there is also a strong demand for horror movies based on existing intellectual property (IP).

As a huge horror movie fan, I’ve noticed an intriguing trend in recent film releases. While Abigail and Lisa from the new horror films may be inspired by classic IPs like Dracula and Frankenstein, the box office success of The Strangers: Chapter 1 proved unmatched. This is the first installment of a new trilogy based on the 2008 film The Strangers, with Chapters 2 and 3 already in production. It doesn’t even matter if The Strangers: Chapter 1 was critically acclaimed; audiences just recognized the title and its eerie imagery, leading them to buy tickets en masse.

There are numerous horror films produced each year by studios like A24 and independent filmmakers that rival the popularity of well-known franchises such as “Longlegs” and “Hereditary.” For instance, the critically acclaimed “I Saw the TV Glow” by Jane Schoenbrun earned approximately $5 million at the box office. However, the true measure of success for these films may not be apparent until years down the line.

Longlegs Ran One Hell of a Marketing Campaign

What Longlegs' Box-Office Success Means for the Horror GenreWhat Longlegs' Box-Office Success Means for the Horror GenreWhat Longlegs' Box-Office Success Means for the Horror GenreWhat Longlegs' Box-Office Success Means for the Horror Genre

From a fan’s perspective, it’s easy to point to one factor when explaining why a movie like “Longlegs” has become a sensation. However, I believe there are multiple reasons behind its success. One significant reason is the brilliant marketing strategy carried out by its distributor, NEON. If they had put as much energy into promoting another film, say “Origin,” last year, Ava DuVernay’s latest work might have received more recognition and success.

It started on Jan. 5, when NEON released a mysterious teaser for an unnamed horror film:

A intriguing teaser, consisting of a chilling 911 call audio clip along with an image of a family from the 80s or 90s, gained significant traction on social media. Horror enthusiasts enjoyed the challenge of guessing which upcoming NEON horror production this video was advertising. NEON continued to release more enigmatic previews, and after much speculation, unveiled that their mysterious marketing campaign led to “Longlegs.” Despite the excitement, important aspects, such as the plot and Nicolas Cage’s eccentric character, remained undisclosed.

As the marketing for “Longlegs” grew slightly clearer in the days before its release, NEON effectively withheld sharing excessive details. This cautious approach was strengthened by the absence of advanced screenings, resulting in limited buzz and an intriguing level of anticipation.

Does the film deliver an enjoyable experience? While personal preferences may differ, the key takeaway isn’t about craving unique horror films. People do want novelty, but they are also attracted to recognized intellectual properties. It’s possible for both statements to hold truth. The significant lesson from the acclaim of “Longlegs” lies in enhancing genre films’ marketing efforts. Anticipation builds over months as fans eagerly await a new film, often knowing very little about it. This suspense leads to an exhilarating theater experience that is worth the wait, especially when it results in a high-quality production.

In August, you can look forward to having another opportunity to experience “Strange Darling” at the movies. Before then, it might be best for you to skip the trailers.

Longlegs
is now playing in theaters nationwide.

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2024-07-15 23:33