How a low-budget horror film became the most successful independent movie of 2024
In short: With a production budget under $10 million, Longlegs defied expectations to gross $128 million worldwide. By utilizing guerrilla marketing tactics reminiscent of 1999's The Blair Witch Project, the film transformed from a niche psychological thriller into a cultural phenomenon, setting box office records for its studio, Neon.
Directed by Osgood Perkins, Longlegs follows an FBI agent navigating a series of occult-linked murder-suicides in 1990s Oregon. The narrative centers on a serial killer who leaves behind Satanic glyphs and dolls that manipulate family patriarchs into committing familicide. Perkins drew inspiration from the tragic case of JonBenét Ramsey, specifically noting the unsettling presence of a life-size replica doll found near the crime scene, as well as his own childhood experiences regarding his father's hidden life.
The film's marketing strategy was central to its success. Neon avoided traditional television advertising, opting instead for digital content, cryptic ciphers, and promotional videos that concealed the appearance of Nicolas Cage, who plays the titular antagonist. This campaign generated 30 million views online and included unconventional tactics like a billboard featuring a phone number for pre-recorded messages from the killer. Perkins also embedded 15 subtle appearances of the devil throughout the film, encouraging repeat viewings and intense audience scrutiny.
While the film received critical acclaim for its atmosphere and performances, it also sparked debate regarding its portrayal of the villain. Some critics and audience members raised concerns about the character's androgynous traits, drawing comparisons to past horror tropes that have been criticized as homophobic or transphobic. Perkins addressed these concerns in a Reddit AMA by denouncing anti-trans behavior, though he did not specifically elaborate on the film's creative choices. Despite polarized audience scores, the film's financial performance solidified its status as a landmark independent release.
The commercial impact of Longlegs was immediate. It debuted to $22.4 million, marking the best opening weekend for Neon and the highest-grossing independent film of 2024. By August 2024, it had surpassed $100 million worldwide. Following this success, a new film in the same universe was announced for 2028, with Perkins returning to write and direct, and Cage set to reprise his role.
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Sources
- Summary by Intellect · source: Longlegs
- Also: Wikidata — Longlegs · CC0
- Also: Wikidata — Longlegs · CC0
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