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Scariest movie of the year – really?

I have to admit that I am the type of person who loves horror movies. Despite what most sane individuals think, there is something rather fun about being scared. It’s enjoying the tension, the thrill of a terrifying experience without any threat at all. (Although when you have to dash up the stairs after turning all the lights off, the threat feels pretty real then).  

However, in my years of watching horror movies I have noticed a trend when a new trailer comes out, the most recent example is the movie ‘Longlegs’. Its tag line is that it’s ‘the scariest movie of the year’. The Longlegs trailer was great, not giving anything away other than suspense and intrigue. Imagine my disappointment when I went to the cinema, ready to watch ‘the scariest movie of the year ‘ and it was nothing out of the ordinary (though I do recommend it).

Unsurprisingly, shortly after Longlegs hit cinemas, reviews began to pour in, criticising it for being overhyped. Yet, despite this backlash, the film grossed over 100 million, making it the highest-grossing independent film of 2024. This raises an interesting point about high expectations versus financial success.

Films like Paranormal Activity, The Conjuring, and Sinister had the same tagline in their trailers, resulting in their own sequels and franchises. Every time I see that promise of “the scariest movie of the year,” I fall victim to having to go see it. What if I miss out by not seeing it on opening night and it really is the scariest movie of the year? Clearly, I’m not alone in this. Many horror fans rush to the cinema to experience the film before reviews spoil the surprise especially in our digital age, where opinions can be shared with just a click. The fear of missing out drives audiences to see these films immediately. That promise of spine-tingling terror can be all it takes to fill theatres on opening night and therefore a successful opening weekend at the box office.

There have been other unconventional marketing techniques which didn’t use the tagline, however. Take The Blair Witch Project, which generated buzz through rumours of it being a true story, complete with fake police reports, missing person flyers and everything. Or The Exorcist, with tales of viewers jumping out of windows due to its horror. Terrifier 3 apparently had viewers being violently ill during certain scenes. And who could overlook the chilling red balloons tied to sewer grates for IT or the actors wearing eerie smiles at baseball games and concerts for the Smile franchise. These strategies may have cost little, but their effectiveness and success are undeniable. 

Ultimately, the title of “the scariest movie of the year” is subjective and influenced by personal experiences. While the marketing strategies behind horror films can generate excitement and anticipation, they can also set films up for harsh scrutiny if they fail to deliver on their promises. As fans, we continue to embrace the thrill of the chase, seeking out the next great scare, even if it means occasionally facing disappointment. In the end, whether a film lives up to its marketing depends on a delicate balance of expectation and execution—a challenge that keeps us all coming back for more.

With that, a very Happy Halloween from everyone at Creative Cupboard!

Katherine Crick, Studio Manager