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Buddy: No-Trailer Horror Marketing

PR Campaign
Wednesday 2nd September, 2026

Roadside Attractions and Saban Films marketed Buddy, a murderous children’s-TV unicorn, with three deliberately vague teasers instead of a conventional trailer. They connected the film to director Casper Kelly’s viral Too Many Cooks, preserving the surprise while giving audiences an intriguing cultural reference point to investigate.

Why it worked: It weaponized controlled mystery—no trailer, just stark killer-unicorn key art plus a “from Too Many Cooks” tag—to spark curiosity and coverage.

The lesson: Consider pitching with three cryptic teasers tied to a prior cult hit or meme, withholding plot beats to earn think-piece speculation.

Roadside Attractions Saban Films
3 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
slashfilm.com How One Small 2026 Horror Movie Defied The Odds And Became A Box Office Hit - SlashFilm Wednesday 2nd September, 2026
thewrap.com How ‘Buddy,’ a Tale of Children’s TV Gone Wrong, Became the Latest Indie Horror Hit Wednesday 9th September, 2026
avclub.com Buddy returns to theaters for a sing-along Friday 25th September, 2026
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