…there are elements of this campaign that seemed to downplay some of the socially aware – “woke,” to use the common vernacular – parts of the story in favor of selling it as a straight horror movie that’s just all about being trapped in a creepy house in a creepily nice neighborhood with an increasingly creepy family. That’s not true of the entire marketing push but it’s interesting that there are parts, specifically the mainstream TV segment that presumably will create most of the awareness and interest in the movie, where the racial angle is missing. Make of that what you will.
As is usual with Netflix releases, there’s not a whole lot of activity here. The trailer is the main component of the campaign and that’s what makes the strongest case for the movie. I like the poster, but wish it were designed a bit better and was more of a central feature in the marketing. And it’s too bad there wasn’t more of a press push, but the quick release after its pick up at Sundance likely made that difficult.