halloween kills – marketing recap

How Universal is selling the sequel to a movie that was a sequel that ignored the previous sequels to the original well I’ve gone cross-eyed…

Halloween Kills poster

2018’s Halloween got, by all accounts, better reviews than it was expected to, going on to bring in $255m at the domestic box office. Now the sequel to that film, Halloween Kills, is finally being released.

Picking up roughly right where the first movie left off, this one again pits Laurie Strode (Jamie Lee Curtis) against the masked homicidal maniac Michael Myers, who is still bent on killing her and everyone around her. That list includes Laurie’s daughter Karen (Judy Greer) and granddaughter Allyson (Andi Matichak). It’s up to the three Strode women to try and bring Myers’ rampage to an end.

But of course this isn’t the end, and everyone knows it, as Halloween Ends, the final part of this trilogy, is scheduled for this time next year, all of which have been or will be directed by David Gordon Green. Until then, let’s see how this installment has been sold.

announcement and casting

That this movie – as well as the third installment – was coming was announced by Blumhouse during San Diego Comic-Con in 2019, with McBride, Green and Curtis all slated to return.

Shortly after that announcement the producers spoke about how unexpected this whole ride was. McBride and Green were interviewed about some details of the story, letting audiences know more or less what they could expect. Curtis talked about the movie in an interview last October, touching on the relevancy of the story to the current era.

At that same time a very short behind the scenes tease of what Green and the cast were shooting.

the marketing kills

Originally scheduled for October 2020, the release date was shifted a full year last July, with Green and producer John Carpenter issuing a statement explaining to fans why they felt the change was necessary to preserve the film and its intended presentation.

A short teaser was released in conjunction with that statement showing the Strodes being taken away from the scene of the fire while hoping that fire is allowed to continue burning in order to end Myers’ threat. Another came out on Halloween of 2020, promising the film would be coming out that time a year later while showing that things are far from safe for the citizens of Haddonfield.

An interview in late 2020 with Green had him assuring fans the filmmakers were not simply going to retread the story of the first film.

Curtis rightfully earned the title of Greatest Of All Time Scream Queen at the MTV Movie & TV Awards in December 2020.

The first full trailer (10.5m YouTube views) wasn’t released until June of this year, starting with the immediate aftermath of the previous movie. Michael has, of course, survived, with a body count following everywhere he goes. Laurie and her family are determined to end him, but he’s getting stronger the more he kills, setting up yet another confrontation between the two characters.

Myers’ cracked, scorched mask is the sole element on the first poster, also released in June. Embers swirl behind him, with the whole thing creating a very dark and gritty tone for the film.

In June of this year the movie’s premiere at the Venice Film Festival was announced along with Curtis’ receiving of a Lifetime Achievement Award.

Carpenter previewed “Unstable” from the movie’s soundtrack in August.

At Venice in September Curtis talked quite a bit about the series’ continued appeal, her award and how the movie’s message of evil being something not easily dispatched is relevant to the modern world.

Universal then announced the movie would debut day and date in theaters and on the company’s Peacock streaming service.

TV advertising began around that time as well, with spots like this that cut down the trailer while showing it’s not just the Strodes who are out to put a final end to Myers but the whole town, with the three core women leading the charge.

The final trailer (8.5m YouTube views) was released in late September. It shows that Myers is out once again on Halloween, terrorizing the residents of Haddonfield. He survived the fire Laurie set, but this time it’s not just her and a few others that have had enough but the whole town.

Early October brought a featurette that had the cast and crew talking about returning to the characters and story, whether their absence has been long or short. A second short featurette had Curtis talking about how the fight against Myers is multigenerational. In a third video everyone promises audiences that this is a *very* different movie and that the audience can expect lots of shocks.

The film screened at Beyond Fest earlier this month, with the cast and crew in attendance to answer fan questions and generally get folks excited.

A new poster released just over a week before the movie came out shows all three Strode women standing defiantly as their house burns in the background. There were also breakout character posters for Karen and Allyson.

Two more behind-the-scenes videos have Green talking about the technical difficulties of shooting this movie, including some of the more complicated effects sequences.

Overall

While this isn’t necessarily my cup of tea, the marketing campaign Universal has put together is cohesive, makes strong appeals to the target audience and spends only as much time as necessary connecting this to past films while keeping the focus on what’s new and upcoming. Those are all strengths. And you have to stand up and applaud how Curtis commits to the project, selling the movie with conviction and making sure to call out her costars and others.

Initial reviews haven’t been strong, with a paltry 54% on Rotten Tomatoes at the moment. But tracking projects a strong opening weekend total of $35-55m, which may not be Bond numbers but certainly indicates strong audience interest. Whether or not the hybrid theatrical/streaming release impacts those projections will, I imagine, be watched with great interest.

Michael Myers GIF by Halloween - Find & Share on GIPHY

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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