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Horror movie You're Next may have one of the creepiest marketing techniques of all time

04.26.2013

Times have changed over the years in terms of how movies are marketed. A decade ago, most people had no clue what viral marketing was and now it is expected that every major film or television show has a "multi-platform" presence across various forms of media. Even trailers and movie posters have changed, some not for the better. A decade ago, the term Photoshop nightmare was not used nearly as frequently as it is today.

But, it is nice to know that there are still some unique ideas out there in the world of marketing. Some, like the new posters for the horror film YOU'RE NEXT, offer a distinctly creepy way of getting the movie into your subconscious. Vulture pointed out a pair of posters that, on the surface, look like ads for TYLER PERRY'S TEMPTATION and the comedy THE BIG WEDDING. But, look closer.

Do you see it? These posters have an overlay that looks like the masked killers from YOU'RE NEXT. The effect almost makes it look like the killer is standing behind or next to you if you look at the poster straight on. There is no need for the film's title to be emblazoned across the image, the subtle creep factor generated by these images is more than enough to bring the movie to the attention of a movie patron who would likely otherwise pass the movie by.

Here's the synopsis of YOU'RE NEXT:

When a gang of masked, ax-wielding murderers descend upon the Davison family reunion, the hapless victims seem trapped... until an unlikely guest of the family proves to be the most talented killer of all.

YOU'RE NEXT just gained a lot more buzz from me just based on this creative technique alone. I am definitely more intrigued by horror that wants to burrow into your brain rather than bludgeon you to death with violence. YOU'RE NEXT, starring Sharni Vinson, Ti West, and Joe Swanberg, starts staring in windows with animal masks on August 23, 2013.

CLICK IMAGE TO OPEN GALLERY & SEE MORE PICS...

Extra Tidbit: Both TEMPTATION and THE BIG WEDDING are released by Lionsgate, who is releasing YOU'RE NEXT. Now that is a way to use those old posters for movies no one wants to see!
Source: Vulture

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12:10AM on 05/05/2013
That's fucking awesome!

I'm not a huge fan of the home invasion genre, but this just made my list.
That's fucking awesome!

I'm not a huge fan of the home invasion genre, but this just made my list.
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9:36PM on 04/26/2013
Wow. If I were looking at those ads and this sort of jumped out, I'd be scared sh**less.
Wow. If I were looking at those ads and this sort of jumped out, I'd be scared sh**less.
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4:50PM on 04/26/2013

ingeniously badass

best marketing i've ever seen from a horror movie
best marketing i've ever seen from a horror movie
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3:56PM on 04/26/2013
Isn't that ruining the advertising for other films by literally overshadowing them? If I had a movie coming out I sure as hell wouldn't want some other movie messing with my advertisements.
Isn't that ruining the advertising for other films by literally overshadowing them? If I had a movie coming out I sure as hell wouldn't want some other movie messing with my advertisements.
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4:27PM on 04/26/2013
It´s Tyler Perry and a comedy with Robin Williams and Katherine Heigl! There´s no advertising needed. Whoevers is into that crap is going to see it anyways.
It´s Tyler Perry and a comedy with Robin Williams and Katherine Heigl! There´s no advertising needed. Whoevers is into that crap is going to see it anyways.
5:50PM on 04/26/2013
It's easy for internet fanboys to say "oh, I don't care about those shitty movies!", but if it was YOUR movie and those were YOUR posters, you would not feel the same.

Imagine that you just made your dream movie, and you put everything you've got into it. Then when the posters for your movie are released, someone else comes along and puts their movie's advertisement overtop of your posters. I'm sorry but I would be fucking pissed.
It's easy for internet fanboys to say "oh, I don't care about those shitty movies!", but if it was YOUR movie and those were YOUR posters, you would not feel the same.

Imagine that you just made your dream movie, and you put everything you've got into it. Then when the posters for your movie are released, someone else comes along and puts their movie's advertisement overtop of your posters. I'm sorry but I would be fucking pissed.
7:14PM on 04/26/2013
They're all Lionsgate movies so I pretty sure they don't really care. I don't think they're doing it to other studio's posters cause then I'm sure there would be some legal issues there. It's the studio basically marketing two of their movies together really.
They're all Lionsgate movies so I pretty sure they don't really care. I don't think they're doing it to other studio's posters cause then I'm sure there would be some legal issues there. It's the studio basically marketing two of their movies together really.
9:51PM on 04/26/2013
I agree with Silverload 100%

If it were your movie, you wouldn't be happy that a studio did something like this to your film.
I agree with Silverload 100%

If it were your movie, you wouldn't be happy that a studio did something like this to your film.
11:48PM on 04/26/2013
First of all, for all we know the producers of Temptation and The Big Wedding may very well have signed off on the idea.

Secondly, in all likelihood this ad idea is giving those other films MORE exposure, not less. Why? The posters for those movies are being placed in ad spots they might not have normally have gone if they would have had to compete with another film for the space. For example: Let's say Hypothetical Movie Studio rents poster space on 1000 bus stops. They have two films
First of all, for all we know the producers of Temptation and The Big Wedding may very well have signed off on the idea.

Secondly, in all likelihood this ad idea is giving those other films MORE exposure, not less. Why? The posters for those movies are being placed in ad spots they might not have normally have gone if they would have had to compete with another film for the space. For example: Let's say Hypothetical Movie Studio rents poster space on 1000 bus stops. They have two films they want to promote, and plan on putting Romantic Film into 500, and Horror Film into another 500. Then Clever Marketing Guy suggests the subliminal trick as described above. Now the studio can put the poster for Romantic Film on all 1000 spots, and superimpose the image from Horror Film onto all of them.

So if you are a producer of Romantic Film, you just saw your visibility double. Why would that be a bad thing? Keep in mind it is entirely possible that not everyone who looks at the poster will see the subliminal image.
3:50PM on 04/26/2013

I pray this movie kicks ass...

I keep hearing its fuckin insanely awesome. I really hope it is. i heard it also reinvents the genre too so we'll see. I've seen these posters a few days ago they are so fuckin cool :)
I keep hearing its fuckin insanely awesome. I really hope it is. i heard it also reinvents the genre too so we'll see. I've seen these posters a few days ago they are so fuckin cool :)
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3:31PM on 04/26/2013

Nice Job!

As someone who makes his living in the marketing world I love seeing stuff like this. Im sure it will scare more than a few people or least make them do a little double take to make sure there is no one behind them!
As someone who makes his living in the marketing world I love seeing stuff like this. Im sure it will scare more than a few people or least make them do a little double take to make sure there is no one behind them!
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