Everyone expected Horror

movies like It and Evil ᴅᴇᴀᴅ Rise to be significant box-office successes even before the release of their trailers. A movie about a psychopathic clown based on the King of Horror’s scariest tale and the fifth installment of Raimi’s legendary saga had no other future but to make a huge commercial impact, regardless of how good they would turn out. However, other horrors that by now have been deemed classics were far from expected to become box-office triumphs when announced.

Perhaps the relatively unknown names of the directors, the unᴀssuming marketing campaign, or a low budget suggested that not many people would pay too much attention to these future hits. In other cases, the creators adopted such a bizarre and unexplored style that it was fair to ᴀssume they would become nothing more than scary movies dedicated to a limited niche. Nevertheless, some horrors took the world by surprise, gaining significant popularity against all odds.

9

The Blair Witch Project (1999)

Directed By Daniel Myrick & Eduardo Sánchez

Before becoming the cult that we all know in the present, The Blair Witch Project was presented to the world as nothing more than an independent movie with a group of unknown actors and a found-footage/half-documentary style that made it seem like a creepy school project rather than a future hit. However, a mix of a sneaky and unusual marketing campaign, the unsettlingly realistic footage and performances, and the disturbing atmosphere contributed to its success.

Before anyone could realize the silent impact it would have on the horror industry, The Blair Witch Project became a sleeper hit, growing exceptionally over time. The first internationally regarded film to be heavily marketed on the internet, with posters denouncing the disappearance of its three protagonists, grossed a total of $250 million worldwide and became the 10th highest-grossing film in the U.S. in 1999. Between its commercial success and global acclaim, the horror is nowadays described as one of the scariest movies ever produced.

8

Barbarian (2022)

Directed By Zach Cregger

The trailer for Barbarian came out in June 2022, and very little was present to suggest the groundbreaking material of this film. The promotional campaign offered limited information about the plot. The public likely imagined it would be a traditional scary story about an unfortunate home rental, with Bill Skarsgård acting as the ultimate villain. The fact that this low-budget shocking horror hit was Zach Cregger’s directorial and screenwriting debut further tempered our expectations.

However, the film’s audacious and visionary approach to its narrative structure and the way it cleverly subverted expectations with its casting and plot twists were rewarded. Barbarian became a worldwide commercial success: Produced on a budget of less than $5 million, it ended up grossing 10 times as much. It also turned out to be the fifth most-viewed program across all streaming platforms during the last week of October 2022.

7

A Quiet Place (2018)

Directed By John Krasinski

Although John Krasinski had previously worked as a director, most people ᴀssociated him with his role as Jim Halpert, the hilarious salesman from The Office. As a consequence, while the public was aware of his excellent comedic timing, his affinity with the horror genre was a surprise. A Quiet Place is an emotionally compelling story about familial love disguised as an apocalyptic journey. Despite the intriguing premise, the movie went far beyond our initial expectations.

Krasinski’s minimalist but impactful direction captures the devastating silence that permeates the story. Similarly, the heart-wrenching performance of Emily Blunt and her cast-mates match the suspenseful yet poignant plot, making the film not only one of the best horrors of the 2010s but a box-office hit that grossed $341 million. Because of its popularity, A Quiet Place launched an enduring media franchise.

6

Smile (2022)

Directed By Parker Finn

Who could have ever expected that this horror born out of a creepy short film тιтled Laura Hasn’t Slept would go on to become one of the most successful scary movies of 2022? Smile was written and directed by Parker Finn in his directorial feature debut. The film, a blend of supernatural and psychological thriller, struck a nerve with the viewer thanks to its eerie premise and disturbing imagery.

Despite the modest expectations, Smile earned over $217 million worldwide and became the highest-grossing R-rated horror film released during the pandemic (via ᴅᴇᴀᴅline). Even critics praised it, despite noting some similarities to a few other cults of the genre, such as The Ring and It Follows. Nevertheless, because of its financial success, Finn’s debut prompted a second installment that ended up being a box-office hit even if it failed to match the original.

5

Get Out (2017)

Directed By Jordan Peele

Get Out is described as one of the greatest horrors in cinema history: a masterpiece that garnered the recognition of critics and went on to be nominated for four Academy Awards, winning one for Best Screenplay. However, the film was also a completely unexpected box-office hit, especially considering that Jordan Peele was a relatively unknown director when the movie premiered in 2017. This sinister, socially pertinent thriller was his directorial debut.

Get Out took the world by surprise. The ominous premise, elements of dark comedy, and political acumen created a thought-provoking experience that ended up stealing the public’s heart. The movie brought in $255 million worldwide and stole The Blair Witch Project’s spot as the highest-grossing debut film based on an original screenplay. Its triumph comes from the fact that, despite the few sci-fi components in the story, the plot is rooted in deep-seated fears of realistic threats.

4

Longlegs (2024)

Directed By Oz Perkins

Longlegs emerged as a deeply unsettling surprise in the 2020s horror landscape. Oz Perkins was already a relatively known name in the industry, and the presence of Nicolas Cage and scream queen Malika Munroe was an additional perk. However, almost no one expected the movie to be such a significant and immediate hit. After all, the film was produced on a тιԍнт budget by the independent, albeit renowned, production company Neon.

The horror’s promotional campaign drew inspiration from The Blair Witch Project. They primarily used the digital sphere and integrated interactive elements, a cryptic website, and coded messages that added a realistic touch to the story. Longlegs turned out to be as eerie and suspenseful as its marketing suggested, with a nightmarish atmosphere and a plot as ingenious as twisted. The production was not only Neon’s highest-grossing film in America but also the highest-grossing independent film of 2024. Its record-breaking opening made it a box-office hit to remember.

3

Talk To Me (2022)

Directed By Danny Philippou & Bill Hinzman

The directorial feature debut of Danny Philippou and Bill Hinzman, Talk To Me is an Australian horror that exceeded the public’s expectations with its poignant themes and creepy visuals. The two filmmakers were a couple of famous YouTubers and stunt performers, previously recognized mainly for their horror videos on the web. Considering their experience was limited to online short films, the anticipation surrounding the film was, again, modest.

However, Talk To Me, after its international premiere at the Sundance Festival, was quickly secured by distribution company A24 and garnered positive reviews that ᴀssembled more viewers than predicted once released in theaters. Despite the somewhat formulaic plot of a group of kids going too far for their own good, the movie’s emotional exploration of grief through the use of a cursed hand and malignant spirits gathered the public’s interest, becoming A24’s highest-grossing horror film.

2

The Exorcist (1973)

Directed By William Friedkin

It might seem absurd to talk about it now, but The Exorcist was the surprise of the 1970s horror landscape. When it was released in 1973, few people could have anticipated that a creepy film about a young girl being possessed by a demon would become one of the most influential and successful productions not only in the history of horror but in the whole cinema industry. After all, it featured a relatively unknown cast and had exceeded its budget. Yet, Friedkin’s masterpiece defied expectations, shocking the world.

Amidst the controversy it stirred and the extreme reactions it provoked in some viewers, The Exorcist became one of the most popular topics of conversation across generations and earned the тιтle of a word‐of‐mouth hit (via The New York Times). Despite attempts by several cities to ban it due to its reputation as a “profane” piece of cinema, the public waited in long lines in freezing weather before the theaters to experience the terror of this cultural phenomenon. The Exorcist held the тιтle of the highest-grossing R-rated horror film until It premiered in 2017.

1

Terrifier 2 (2022)

Directed By Damien Leone

Sometimes, negative press might have a disgraceful impact on a movie. And perhaps, that is what some people anticipated before the international release of Terrifier 2. However, in other instances, especially when it comes to the horror genre, that same antagonistic press might work in favor of the movie — in particular, if the complaints are related to excessive gore or equivalent. Such remarks help build an aura of controversy and intrigue to the story. The 2022 slasher used this trope to its advantage and became a box-office hit.

Terrifier 2 had a profitable opening week that shocked the entire industry. Aside from some initial negative reviews, the movie was also produced on a low budget and relied on limited marketing. Nevertheless, the extreme reactions elicited in a few viewers, from vomiting to fainting, created further interest in the audacious fans of the horror genre. Leone himself voiced his surprise at the commercial triumph of his production.

Source: ᴅᴇᴀᴅline, The New York Times