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Seeing all the Beatlejuice borrowed interest is making me want to drive a car off a quaint, covered bridge in New England and land in a river upside down 🤦♂️
I feel like Barbie and Beetlejuice are so iconic it is easy for them to over-advertise the hype for the films. Even Twisters.
But if it's a brand new story (which feels....rare these days with remakes and reboots and sequels galore) that nobody has ever heard of I think it's probably much more difficult. If there is something in the film that can be highlighted in an eye catching way, I do think it is possible but a risky choice to make with your budget
Agreed, with the exception of new horror franchises. I feel like there have been so many off-the-wall, interesting, innovative horror campaigns over the last 5-7 years or so.