Little Evil – Marketing Recap

Adam Scott plays Gary in the new Netflix-original movie Little Evil. Gary has just married Samantha (Evangeline Lilly), who he considers to be the woman of his dreams. And he has an instant family because she already has a young son named Lucas (Owen Atlas). Life couldn’t be better, right?

Soon Gary finds Lucas is a bit…quirky. In fact, the more he thinks about it and talks about it in his support group, the more he begins to think Lucas may actually be the antichrist. That leads him and his friends, including Al (Bridget Everett) and Karl (Tyler Labine) to investigate further and get into all kinds of trouble while Samantha writes Lucas’ eccentric behavior off as normal childhood behavior.

The Posters

The poster shows all three of the family members posed in front of their pleasant suburban house. Samantha is looking at Lucas adoringly, Lucas is looking at the camera menacingly and Gary is looking at the camera worriedly. “Samantha is his dream. Lucas is his nightmare.” we’re told on the copy, establishing a bit of the premise and that it’s Gary’s perspective the story will be taking.

The Trailers

The trailer starts out with Gary in some sort of support group environment, talking about how he’s so happy with the woman of his dreams but has some…questions…about her son. The kid is a bit creepy, never talking, never making eye contact, speaking in voices, using a goat puppet as a surrogate and more. Turns out Samantha was briefly involved with a cult and with the help of some of his support group friends he starts investigating how Lucas might be the devil incarnate. The action amps up as the situations get more ridiculous.

Looks pretty good. Scott goes for it, embracing the role of straight man to the insanity around him and trying to remain calm in the face of mounting evidence he’s the step father to the antichrist.

Online and Social

Nothing here, as is par for the course for Netflix.

Advertising and Cross-Promotions

Similarly, this is blank. There may have been some online or social advertising done, but I’m not directly aware of any.

Media and Publicity

Nothing here as well. The company couldn’t even trot out Scott or director Eli Craig for a couple interviews or press appearances.


I feel like this movie could have reached a decent chunk of the audience based solely on the fact that this was Eli Craig’s directorial follow-up to another horror comedy, Tucker & Dale Vs. Evil, which is a fantastic movie. So there’s some awareness of him in this genre and considering it seems that movie has aged pretty well using it as a springboard for more awareness would have made sense. Instead, there’s just a passing reference to it in the trailer and that’s it.

The campaign, represented mostly by that trailer, is pretty alright. The poster is kind of uninspired and staged rather awkwardly, but the trailer shows off the sense of humor people can expect in the movie, selling it not only based on the story but on the comedic talent that’s involved. Unfortunately, most of the movie’s marketing will likely come down to it being listed in one or another category of programs and films Netflix recommends to viewers.

Chris Thilk is a freelance writer and content strategist who lives in the Chicago suburbs.

Author: Chris Thilk

Chris Thilk is a freelance writer and content strategist with over 15 years of experience in online strategy and content marketing. He lives in the Chicago suburbs.

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