This doesn't sound like an effective marketing campaign, if the recipient hasn't got a clue what it's about.
this post was submitted on 23 Apr 2024
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Democratic candidate called police after mistaking horror film promo as letter threat
(www.independent.co.uk)
It's extremely effective. For the cost of a letter the film got mentioned in a major UK newspaper, and as a Frenchman who doesn't care about horror films at all, I now know about the upcoming movie The First Omen, starring Bill Nighty.
Only because the paranoid twit called the police. If not, they'd have been clueless as to what was going on.
Sure, it was almost certainly not the intended goal (send mysterious promo material to "film bloggers" to pique their curiosity I guess), but the point is it worked even better :)
Through sheer dumb luck.