halloween ends – marketing recap

How Universal has sold the final installment in the horror franchise.

Halloween Ends movie poster from Universal Pictures
Halloween Ends movie poster from Universal Pictures

Halloween Ends hits both theaters and Peacock this weekend. As the name implies, this is the third and final installment of the series that began in 2018 when director David Gordon Green and others gave the franchise a fresh start by ignoring everything except John Carpenter’s 1978 original.

Jamie Lee Curtis is back – reportedly for the last time – as Laurie Strode, the woman who has survived a number of encounters with the villainous Michael Myers and the killing sprees he’s gone on in the past. When yet another tragedy hits her hometown, Laurie and her granddaughter Allyson (Andi Matichak) set out to make it the last time Myers is able to terrorize anyone and the last time their lives are dictated by his actions.

As with the previous two installments the movie is directed by Green, who co-wrote the screenplay with Danny McBride. Let’s dive into how the marketing campaign has been run.

announcement and casting

Comic-Con 2019 included news this movie as well as its predecessor were on the release schedule with the same cast and creative team intact.

Along with the other sequel, this one was pushed a full year from 2021 to 2022 as the Covid-19 pandemic kept theaters closed.

Universal gave CinemaCon 2021 attendees in August of that year a look at footage from this and other upcoming movies.

As he was doing press for Kills, Green hinted that he’d come up with a new twist ending for this movie, which would have a slightly different tone than the other films.

In April of this year Curtis appeared at CinemaCon 2022 to show off more footage and thank theater owners for their support over the years.

the marketing campaign

It was just this past July that the campaign kicked off with the release of the first trailer (4.9m YouTube views). Laurie is clearly not playing around as we see multiple instances of her taking the fight to Michael as he stalks around in the shadows threatening her and others. The main point is to communicate this is the end of the story, and so uses a few shots from the original film to mark the passage of time in addition to showing off what’s new.

The poster that came out at the same time is a variation on those used for the previous two movies, showing Michael’s mask up close and looking more than a little worn while sparks float up from an off-screen fire.

In August Universal announced the movie would be available on Peacock at the same time it was distributed to theaters. While there was uncertainty at first, theater chains soon made it clear they would still book the film despite the hybrid release, apparently not wanting to lose out on a horror title that always does well when it comes to selling tickets.

The one-sheet that helped make that announcement shows Laurie and Michael back-to-back.

Total Film debuted several new stills from the movie along with comments from Curtis about where Laurie is when this story opens and how this time she’s ready for Michael in a way she hasn’t been before.

Around that same time news came the film’s premiere was scheduled for the opening night of Beyond Fest later in September.

In a short featurette Curtis talks about the conclusion of the story and how this movie represents a “final reckoning” between Laurie and Michael.

The final trailer (10.3m YouTube views), released at the end of September, begins by establishing it’s been four years since the events of the last movie. Laurie is convinced Michael is back but people aren’t sure and believe she’s just obsessed and refuses to move on. When the killings start the attitudes change, but this time Laurie is prepared to do whatever’s necessary to end this once and for all.

Another featurette a week or so later makes it clear this is the final battle between the characters while Curtis shares Laurie’s journey in a third.

An interview with Curtis had her talking about her 45 year history with this franchise, what she thought about playing Laurie one last time and lots more about her career in general.

The Dolby Cinemas-exclusive poster that came out at the end of September shows Michael holding a knife placed between the company’s brand logo. Similarly, the IMAX logo gets slashed by that knife on the poster for that format.

Universal used Peacock to release a special titled “Halloween in Hollywood” that included exclusive interviews with the cast and crew along with first-look footage from this movie.

Short videos that were used as online and TV commercials had come out for a while before this, but full 30-second spots don’t seem to have been used until earlier this month.

Street teams were out around New York Comic-Con last weekend handing out tickets to those who found them that could be redeemed at the movie’s booth for exclusive swag.

NYCC also hosted a panel with Curtis celebrating the role these movies have played in her career, praising the skill with which Green reinvented the franchise and generally giving fans a big “thank you” for supporting it all.

While she was in New York City Curtis stopped by both “Kimmel” to promote the film and reiterate her commitment to this being the last time she plays Laurie Strode. On “Late Night” host Seth Myers had his “cousin” Michael Myers on for an interview that went very poorly.

overall

The main message being conveyed to the audience is that they better not miss this movie because it’s the summation of everything that’s been going on to date, at least if you make sure not to count all those sequels that have been retconned out of the franchise’s canon. Whether it’s in theaters or on Peacock, this is your last chance to see Curtis as the original Scream Queen in anything new so you’d better get on it.

That appeal has included lots of praise and thanks offered to fans of the franchise as well as lots of Curtis reflecting on her experiences playing Laurie. But many of those aren’t substantively different from her comments about *returning* to the character for 2018’s Halloween, so the impact of them is somewhat muted.