Perhaps unsurprisingly for a group that self-selects for gothy wallflowers, 'horror people' tend to have a bit of a persecution complex. As such, there's one eternal truism we see over and over in analysis of the genre: horror gets no respect. This both is and isn't true, for reasons that have been discussed to death (no pun intended). What's more interesting to me, at this point, isn't why horror is inherently niche despite being extremely popular. It's how to leverage that popularity.
Now, Demi Moore is nominated for a Golden Globe for her ferocious tour-de-force performance in the film. But, more importantly for our purposes, it also brought MUBI into the heavyweight class of indie distributors currently dominated by A24 and Neon. Like MUBI, Neon has released its share of horror films, but it isn't defined by them.
Enter 'Longlegs', which overtook 'Parasite' in July to become Neon's highest-grossing film to date. It was the best marketed horror film of 2024, for those who track such things. And I'd bet that, going forward - particularly after 'Immaculate' got savaged at SXSW - Neon will use a similar strategy of skipping festivals and showing its horror titles to small groups of critics to build hype.
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