Effective National and International Marketing Strategies for Horror Films

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Northern Kentucky University
Horror, as a genre, is an important aspect of both culture and entertainment. However, in recent years, the horror cinema industry has experienced a significant slump in terms of revenue and viewer satisfaction. To address this issue, my research aimed to uncover and compile a list of the most effective marketing strategies for horror films, both on a national and international level. Connecting various studies and sources revealed that the success of horror films, in any setting, relied heavily on audience exposure to promotional materials (posters, theatrical trailers, websites, etc.) before viewing, the targeting of female viewers, and cultural context.
2020 Celebration of Student Research and Creativity presentation
Horror films, Advertising Motion pictures