Scary Good Marketing: Understanding the Horror Genre's Captivating Influence

I've been a traveling hotel-living nomad for the last two weeks, starting in Colorado Springs at the truly lovely Broadmoor Hotel to attend an agency owner conference with the Agency Management Institute.? That following Monday, aka Eclipse Day, I left on a high note after watching the site of some of our country's biggest military and space industry intellects strolling (aka stumbling) around in an attempt to not bump into one another, with safety glasses held to their eyes, staring at the sun. ?A little ironically, the resort was the host of the Space Foundation, a conference booked seemingly years before the Path of Totality was established - not in Colorado - and sending many attendees outside hoping to catch a glimpse.?

My favorite experience of last week was in New York, where I was on-site to see exactly how AMC pulled off another show-stopping media upfront event, setting a high bar for entertainment and memorability.

Behind The Scenes Of AMC's Network Upfront

What truly made AMC's event stand out was not just the cool vibes of the atmosphere but the ingenious incorporation of entertainment that kept everyone engaged. Imagine the surprise and delight as Walking Dead zombies mingled with the crowd, confetti rained down in sync with scenes on the screen, and six-foot-long dessert trays of donuts and eclairs paraded around the room to the beat of the DJ. Plus, there was really good food that was picture-worthy - even down to the salad that you had to 'crack' open with a maraca toy.

The launch of AMC's new - and returning - series was equally impressive. The presentation featured a chilling blend of horror and satire that captivated a room full of ad execs. AMC has consistently excelled in the horror and thriller genres, and while these might not be the first choice for every brand, there's a compelling case to be made for embracing the macabre in marketing strategies.

The event not only highlighted the enduring charm of "The Walking Dead" with appearances by stars like Norman Reedus, Melissa McBride, and Jeffrey Dean Morgan but also set the stage for the thrilling extensions of the franchise. Adding to the ambiance, AMC revealed its ambitious plans for 2024 and beyond, which include a significant expansion of its ad-supported streaming offerings across its diverse platforms such as Shudder, Acorn TV, and ALLBLK.?

This strategic move underscores AMC's commitment to meeting advertisers and viewers wherever they are, with the fabulous Kim Kelleher, AMC's Chief Commercial Officer, emphasizing the network's adaptive and audience-focused approach coming together for the upcoming TV season.

A Talent's Story

A nod to Eric Bogosian, my engaging dinner companion, who regaled me with tales from his illustrious acting career. In an unexpected twist, it was I who ended up interviewing the renowned interviewer from Interview with The Vampire. Spending the evening next to Eric was a captivating journey through his life - from his early days as a playwright to how a pivotal voice-over 'sigh' with residuals helped him navigate tough times, to his favorite roles in television and film. His life is a compelling illustration of how the universe unfolds with new opportunities for those ready to seize them when most needed.

It’s not every day you get to sit beside someone who has truly mastered the craft of storytelling and brought such vivid characters to life on both stage and screen. Eric’s passion for acting and his deep roots in theater were evident as he shared insights from his notable plays, like Talk Radio, which propelled him to star in the film adaptation by Oliver Stone, and his enduring, career-defining role in Law & Order: Criminal Intent, which came about from a fortuitous meeting with Dick Wolf. He also recounted the enjoyment he experienced working on roles in recent projects like Billions, Uncut Gems, and Succession. His unwavering dedication to his craft is truly inspiring, and it was an absolute pleasure to gain a deeper understanding of the man behind so many powerful performances.?

Custom Content - Made For The Upfront

AMC's upfront wasn't just about announcing new and returning series; it was a full-on celebration of the horror genre. The network appointed Josh Ruben, a renowned horror maestro, as its "Ambassador of Horror," for the evening, who shared the plan of custom horror films and horror content, offering unique opportunities for creative campaigns within the genre. The content produced for the ad-exec crowd received rip-roaringly laughs as it dived into the horrors of CPMs, ROIs and other ad agency world insider funnies.

So why has AMC built its content strategy around horror? Let's delve deeper into why the psychology behind horror's impact on audiences is so effective, as it truly has a unique power to capture and hold consumer attention - including for brand partnerships.?

Curious to know how zombies, vampires and mayhem can drive sales for brands? Keep reading to learn more...

Why Horror Resonates with Consumers and Marketers Alike

I've discussed for years how horror can be a goldmine for marketers. Despite the genre’s dark and often gruesome turn, its appeal, particularly to elusive demographics like young males aged from teen to 35, cannot be ignored. These viewers are less likely to consume traditional media but will flock to theaters for horror flicks and keep watching them on repeat at home. This opens a massive opportunity for brands to feature in movies that resonate deeply with this audience, creating memorable, impactful marketing experiences.

Cost-Effective Marketing with High Engagement

Horror films like The Purge, The Conjuring, and Insidious have shown impressive box office returns against modest budgets. This ROI potential makes horror an attractive genre for marketers. Furthermore, the emotional engagement elicited by horror - ranging from heightened fear to a sense of companionship with fellow viewers - leads to increased brand recall and a more positive brand association, as evidenced by studies like those by Lea Dunn at the University of British Columbia’s Sauder School of Business.

Here are six reasons why this genre is such a strong marketing platform for brand marketers:

• Engagement and Recall: Horror's unique ability to engage viewers deeply makes it a powerful genre for brand integration. Research from the University of British Columbia's Sauder School of Business shows that brands featured in scary scenes are more likely to be remembered. This is because the intense emotions and the feeling of isolation experienced during such scenes increase viewers' attachment to and recall of branded products seen on screen.
• Popularity and Reach: Horror continues to capture audiences across films and TV shows like The Walking Dead, American Horror Story, and Dexter. Its popularity is not just about the thrill but also about the genre's ability to tap into cultural zeitgeists, making it a lucrative field for advertisers aiming at massive audience reach.
• Demographic and Sales Impact: Horror films are particularly effective at reaching difficult demographics, such as males aged between teen and 35. This group is less likely to consume traditional forms of media but will flock to theaters for horror films, providing a prime opportunity for brands to make a significant impact.
• Cost-Effectiveness: Horror movies often boast low production costs while yielding high returns at the box office and in streaming services. This economic efficiency makes horror a prime candidate for product placements and brand partnerships, offering high visibility for a fraction of the cost compared to other genres.
• Why Brands Shouldn't Fear Horror: Contrary to common belief, the negative emotions elicited by horror films do not transfer to the featured brands. Instead, the heightened engagement can lead to positive brand associations, debunking the myth that scary content might harm brand perception.
• Innovative Marketing Opportunities: The horror genre is ripe for innovative marketing strategies. It not only reaches trendsetters and adventure seekers but also allows brands to be part of highly talked-about cultural moments. Brands can leverage this by aligning with horror productions that offer direct access to engaged and receptive audiences.

Engaging the Elusive and Driving Sales

Embracing horror could be a game-changer for marketers, especially those looking to break through the noise and capture the attention of a young, media-savvy demographic. With horror's broad appeal and high engagement rates, brands should leverage this dynamic genre to enhance their marketing strategies.

The unique and intense engagement horror films provoke makes them perfect venues for product placement. Brands have a chance to be part of the narrative that consumers are deeply involved in, significantly enhancing recall and affinity—essential factors for driving sales. Moreover, the adventure and thrill-seeking nature of horror fans make them ideal targets as early adopters for new trends.

Marketers previously hesitant about aligning with horror need to reconsider the tangible benefits this genre can offer. From high engagement to tapping into hard-to-reach demographics, horror can effectively amplify a brand's visibility and impact.??

It's also a more cost-affordable genre to market around, as there is less competition. That doesn't mean it's not impactful or effective—it just means other brand marketers haven't figured it out. Yet.

But Wait, There's More!

Stay tuned to our blog at Hollywood Branded for the latest insights into celebrity branding and the intersections between entertainment and entrepreneurship. You can also check out the articles our team wrote below or listen to our weekly podcast.

In?How Brands Are Using Established IPs, Sarah Kistler sheds light on how modern brands are ingeniously tapping into established intellectual properties to boost marketing strategies. Learn just how these nostalgic connections are being leveraged to forge deeper consumer engagement and drive brand growth.

Check out Michael Lieberman's WWE and Netflix: The Ultimate Tag Team?to uncover how WWE's strategic alliance with Netflix is revolutionizing the sports entertainment scene and altering the dynamics of the streaming wars.

?As always, reach out with any questions or to discuss how to take the first steps to brand pop culture!

- Stacy Jones, CEO + Founder Hollywood Branded