- Arms Director Zach Cregger has admitted that he “was not a believer” when it came to the viral marketing of the film
- However, the realistic marketing campaign has gone well with fans
- The new movie is in theaters from August 8
Arms Is the huge expected new movie from Zach Cregger, and although fans may be thoroughly spooked by the marketing they have seen so far, the director has revealed that he was nervous at first.
The new horror film, arriving in cinemas on August 8, centers around a group of children who disappear at the same time at 1 p.m. 02.17.
In a talk with Techradar, Cregger said, “They came to me and they were like, ‘We are thinking of doing this’.
“And I want to be honest, I was like, ‘I don’t think I like this idea because we try to fool people’ and then people get annoyed and they realize it’s just a movie and they’ll be like F *** this movie.”
He added, “It was my fear, but they were just as trusted with us. So I was like ‘OK!’, And then sure enough, everyone really responded to it, so they get all the credit, you know and I, and I love what they did. I love it but I wasn’t a believer in the beginning, I tell you.”
The Cregger site refers to is Maybrookussing.net, which is set to look like a really missing person’s case. There are teasers for the movie, fake CCTV shoots and even a reference to his previous film Barbarian For eagle -eyed fans.
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Arms has really gone hard on this marketing technique known as an alternative reality game. Movies like Cloverfield and District 9 has adopted this approach in the past, where you create sites and hotlines to lure the audience into a story.
In my opinion, they work incredibly well with horrors or mysteries, and it really got me hyped to watch the movie, so it’s a well done job.
This made me ask about fan theories based on the marketing campaign as I was sure people have drawn their own conclusions about what to expect from it. Cregger told me, “Oh yeah, I’ve seen a lot of theories and I don’t even want to comment on them, because if I discredit some of them, then I give people ammunition to spoil it.
“But the one that I would say that I have seen a lot that I am always just kind of, ‘wow’, is that people say as a foreigner is involved in this and I think it’s probably my favorite fan theory.”
With lots of intrigue here, go and watch the movie if you want to reveal the mystery.
