The Power of Horror Activations: How to Engage the Fanatics
- Onni Creative
- May 1
- 4 min read
Updated: May 5
An atmospheric remake of one of the most iconic Dracula films of all time. A world overrun with blind monsters that hunt at the slightest sound. A smile that has the power to haunt and kill. A hit job upended by a vengeful ballerina vampire. These aren’t random scenarios from a horror-themed MadLibs game. They’re the plots behind some of the most surprising hits of the horror genre in 2024.
In a world where moviegoers complain about play-it-safe plots, horror has emerged as a genre where audiences continue to find some of the freshest ideas. What draws people to these films and what makes them so profitable? Is it the draw of terror itself, with audience members seeking a thrill? Or is it the magnetic appeal of stories that push past the boundaries of plausibility into absurd territory?
One thing remains certain: horror lends itself beyond traditional cinema and creates an opportunity for exhibitors to create an experience for fans of the genre. Marketers and exhibitors who recognize this have a golden opportunity to craft activations that don’t just promote a title, but create memorable, tangible experiences that fans can look forward to and share with their circle. In the world of horror, activations shouldn’t feel like marketing – they should feel like they share a secret with those who also value this uniqueness.
The Power of Film Activations
Film activations allow for more memorable cinematic experiences and create a tangible link in audience memories to both the cinema and the film itself; this provides a benefit for studios and exhibitors alike.
By creating a physical connection to the film, audience members are more likely to remember and seek out similar experiences down the line. Additionally, film activations lend themselves well to creating the perfect storm of word-of-mouth marketing that benefits all. Take Longlegs, for example, which was able to become a box office success due to word of mouth surrounding their innovative and interactive marketing campaign.
Cinemas are primed to become "third places” once again: places for people to socialize and create community outside of the home and workplace. Film activations are the perfect avenue to create a communal space where people can share in common interests and take part in activities they love. By creating an event, no matter how small, you provide audiences with an exclusive experience to look forward to – and share with their own group of friends.
Why Horror?
Why does horror itself work so well for these experiences? Often, audience members who consider themselves fans of the genre are less particular about the overall quality of the film and more focused on the experience itself. Additionally, younger demographics, particularly, Gen Z crave in-person experiences. Capitalize on this through carefully designed activations, so your cinema reaches those demographics more effectively.
There's often a level of levity or camp to horror films, where people aren't looking for something too serious. An activation can enhance that experience and take it one step further, turning a standard movie screening into a memorable event that audiences will talk about long after the credits roll.
Successful Horror Activations
Activations in the horror space aren't a new concept. Many of the top horror films of recent years have benefited from experiential marketing that drew people into cinemas. Longlegs led audiences on a mixed media scavenger hunt to decipher what the film was actually about. This interactivity helped it stand out from a crowd of competing films. Similarly, the established franchise film Alien: Romulus stunned fans with an interactive PR stunt that brought the world of the film to life by depicting people attacked by the titular alien. In both instances, there was a "be there or miss it" feeling—as if you've stumbled upon a secret immersive world that you can't help but share with others. That’s precisely the vibe you should aim for with horror film activations.
Creating Effective Horror Activations
So what makes a good film activation? First, it is essential to understand the key themes from the movie. Consider what makes it unique and what underscores the film. How can you bring that theme to life in a way that adds to the experience for moviegoers?
Look to other horror activations for inspiration, but make sure your approach feels inspired and offers something that would actually be valued by moviegoers. Try to get a better understanding of what horror fans truly want from these experiences.
Need Help Getting Started?
Does this all feel intimidating to you? Not sure where to start?
Here at Onni Creative, we are passionate about the cinematic experience and we work to help create activation ideas that will speak to fellow moviegoers. We post bimonthly film activation ideas for upcoming releases and are always open to feedback on what type of titles you want to see. Check them out!
Whether you're an independent cinema looking to create buzz around a limited release, or a larger multiplex wanting to make a standard film feel extra special, thoughtful activations can transform a simple screening into an unforgettable experience.
In today's competitive entertainment landscape, these moments of connection aren't just nice to have—they're essential to building a loyal audience base that keeps people coming back to cinemas again and again.
Want to stay in the loop about social media trends, industry news, activation ideas, + more? Subscribe to The CinePulse Playbook: Your Guide to Social Media + Marketing Within Film Exhibition, Team OC's ultimate resource for marketing + social media strategies tailored to the exhibition industry. From the latest social media tips + trends to actionable ideas for your marketing calendar, we'll help you stay ahead of the curve and take your cinema's marketing to the next level!
Not sure what to post? Need help with socials? Interested in personalized social media & activation content? Find more information here or contact us at hello@onnicreative.xyz.
Want to receive more content like this?
Sign Up for our emails to receive ideas straight to your inbox
Sources
Comments