Nicolas Cage wearing prosthetics and makeup as Longlegs
Neon marketing executive Christian Parks reflects on the unique promotion of Longlegs that led to its surprise box office success, sharing that it had an interesting connection with Jaws . Directed by Osgood Perkins, the horror-thriller follows FBI agent Lee Harker as she tracks an elusive serial killer played by Nicolas Cage. Marketing for the movie didn't fully show Cage's character, building anticipation for the film and hyping the actor's drastic transformation.
The marketing campaign as a whole almost played out in a very traditional manner, Parkes reveals, including a more revealing trailer. Parkes called it"the kind of trailer you would expect if you took a very conventional, linear marketing approach.
“Nick started, saying ‘am I right to believe that you’re going to withhold my magnificent grotesqueness until later in the campaign?”' You can see him saying it, right? And I said: ‘Actually, Nick, we don’t want to show you at all.’ He rocked back in his chair and smiled. And just like that, we knew we were good.”
2 ✕ Remove Ads The marketing, however, did seemingly work against the film somewhat in terms of actual audience response. Though Longlegs' Rotten Tomatoes score from critics is a strong 86%, the audience score is a more mixed 61%. The CinemaScore was a similarly low C+. A common complaint echoed on social media is that the marketing oversold the film's horror elements and Cage's transformation into Longlegs, raising expectations to a level that was hard to meet.
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