Film: M3GAN

Client: Universal Pictures / Blumhouse / Atomic Monster

Campaign Focus: Trailer, TV & Digital

Objective

Drive global awareness and anticipation for M3GAN ahead of theatrical release.

Challenge

In an oversaturated horror market, M3GAN—a film about a lifelike AI doll gone rogue—needed to cut through the noise. With a relatively niche concept and an original IP, the marketing team had to create something instantly iconic to captivate both horror fans and mainstream audiences.

Solution: Trailers as Cultural Catalyst

Universal released the first official M3GAN trailer in October 2022. The team leaned into a bold, meme-worthy approach that highlighted the film’s unexpected tone—a blend of unsettling horror and pitch-black comedy.

The breakout moment? The dancing doll scene. The trailer featured M3GAN performing a bizarre, robotic dance in a hallway, sparking instant internet virality. TikTok users recreated the dance, memes flooded Twitter, and late-night hosts couldn’t stop talking about it.

"Family" Trailer 1
2023 Clio Entertainment
Silver

"Dolly" Trailer 2
2023 Clio Entertainment
Gold

Results

-Over 1.5 billion impressions across social platforms within weeks of trailer launch.

-#M3GANDance trended on TikTok with over 500 million views.

-Multiple parodies from influencers, brands, and even Saturday Night Live.

-The trailer helped M3GAN open to $30.4M domestic—doubling box office projections.

-The film grossed $181M worldwide on a $12M budget.

Takeaway

M3GAN proved that trailers are no longer just promotional—they’re social currency. By embracing the absurd and the algorithm, the marketing team turned a killer robot into a pop culture phenomenon, setting a new standard for horror movie campaigns in the digital age.

“2023 Clio Entertainment Winner Gold (Campaign). 4X Clio winner.”

Case Study.