Business
How Neon's 'Longlegs' became the surprise indie horror hit of the summer
The greatest plot twists lie at the end of a long trail of clues, dramatically revealing an answer hidden in plain sight all along.
The marketing campaign for independent distributor Neon’s surprise horror smash, “Longlegs,” took that concept a step further.
Breadcrumbs — in the form of enigmatic trailers, chilling phone messages, encrypted newspaper ads, fake blog posts and other stunts — littered the promotional path to “Longlegs.” And audiences took the bait, handing New York-based Neon its biggest opening ever as well as the best launch for an independent horror flick in a decade.
The R-rated title — which cost less than $10 million to make and promote, according to the studio — premiered at No. 2 last weekend with $22.6 million in domestic ticket sales.
Its performance “seemingly came out of nowhere,” said Comscore senior media analyst Paul Dergarabedian, especially when sandwiched between safer, flashier pushes for major studio films such as “Despicable Me 4” and “Twisters.”
“If you had talked to people a month ago and said, ‘Is this movie “Longlegs” on your list of films to be one of those sleeper, surprise hits?’ they’d say, ‘What’s “Longlegs”?’” Dergarabedian said.
“Getting audiences on board like this is not easy,” he added. “The way you entice that audience is to do something that goes above and beyond the ordinary … and they certainly did that.”
Helmed by Osgood Perkins (son of the late horror great Anthony Perkins), “Longlegs” stars veteran scream queen Maika Monroe as an FBI agent investigating a series of gruesome homicides. Nicolas Cage plays the film’s titular bogeyman — but you wouldn’t necessarily know that from the marketing materials, which deliberately obscure the actor’s face.
He’s barely shown in the main trailer, which reveals little about the plot. (The studio scrapped its original plan for a more conventional preview after audiences responded enthusiastically to an early, cryptic teaser.)
“It increases the intrigue,” said Monica Koyama, an entertainment marketing expert and communication management professor at USC.
“I mean, he’s definitely frightening in the film. But … sometimes what’s in your head is scarier than what shows up onscreen.”
Maika Monroe and Nicolas Cage in a poster for Neon’s “Longlegs.” The studio has strategically obscured Cage’s face in marketing materials.
(Neon)
In an added effort to sell audiences on the fear factor, Neon released a recording of Monroe’s heartbeat spiking from 76 beats per minute
to 170 while filming her first scene with Cage as Longlegs. The studio pulled the audio from a microphone taped to Monroe’s chest after a conversation with Perkins — who deliberately separated the actors before shooting that sequence and said Monroe’s heart was racing during the encounter.
“It’s so simple,” Koyama said. “They gave us data. … ‘We’re saying this is scary. Here’s the actual raw data from the actress.’”
It’s all part of Neon’s ploy to place moviegoers in the shoes of the protagonist.
The success of “Longlegs” is “a testament to the wildly creative, exciting film [that director] Osgood Perkins and his fantastic group of collaborators created,” Elissa Federoff, president of distribution at Neon, said in a statement to The Times.
“We couldn’t be happier with the results, and we look forward to continuing our relationship with Osgood and his team of producers, all of whom have allowed us the freedom to build a campaign we believe in.”
Koyama suspected that Neon intentionally blurred the lines between the horror and crime genres to appeal to a wider audience. She also credited plenty of tried-and-true advertising moves — such as quoting rave reviews calling it one of the scariest movies in years — with getting “Longlegs” over the line.
“This is going to reignite the creativity within marketing,” Koyama said. “I’m hoping studios will feel more excited about taking chances.”
Business
Disneyland Resort President Thomas Mazloum named parks chief
Disneyland Resort President Thomas Mazloum has been named chairman of Walt Disney Co.’s experiences division, the company said Tuesday.
Mazloum succeeds soon-to-be Disney Chief Executive Josh D’Amaro as the head of the Mouse House’s vital parks portfolio, which has become the economic engine for the Burbank media and entertainment giant. His purview includes Disney’s theme parks, famed Imagineering division, merchandise, cruise line, as well as the Aulani resort and spa in Hawaii.
Jill Estorino will become the head of Disneyland Resort in Anaheim. She previously served as president and managing director of Disney Parks International and oversaw the company’s theme parks and resorts in Europe and Asia.
Estorino and Mazloum will assume their new roles on March 18, the same day as D’Amaro and incoming Disney President and Chief Creative Officer Dana Walden.
“Thomas Mazloum is an exceptional leader with a genuine appreciation for our cast members and a proven track record of delivering growth,” D’Amaro said in a statement. “His focus on service excellence, broad international leadership and strong connection to the creativity that brings our stories to life make him the right leader to guide Disney Experiences into its next chapter.”
Mazloum had been about a year into his tenure at Disneyland. Before that, he was head of Disney Signature Experiences, which includes the cruise line. He was trained in hospitality in Europe.
In his time at Disneyland, Mazloum oversaw the park’s 70th anniversary celebration and recently pledged to eliminate time limitations for park-hopping, which are designed to manage foot traffic at Disneyland and California Adventure.
Mazloum will now oversee a 10-year, $60-billion investment plan for Disney’s overall experiences business, which includes new themed lands in Disneyland Resort and Walt Disney World. At Disneyland, that expansion could result in at least $1.9 billion of development.
The size of that investment indicates how important the parks are to Disney’s bottom line. Last year, the experiences business brought in nearly 57% of the company’s operating income. Maintaining that momentum, as well as fending off competitors such as Universal Studios, is key to Disney’s continued growth.
In his new role, Mazloum will have to keep an eye on “international visitation headwinds” at its U.S.-based parks, which the company has said probably will factor into its earnings for its fiscal second quarter. At Disneyland Resort, that dip was mitigated by the park’s high percentage of California-based visitors.
Times staff writer Todd Martens contributed to this report.
Business
What soaring gas prices mean for California’s EV market
It has been a bumpy road for the electric vehicle market as declining federal support and plateauing public interest have eaten away at sales.
But EV sellers could soon receive a boost from an unexpected source: The war in Iran is pushing up gas prices.
As Americans look to save money at the pump, more will consider switching to an electric or hybrid vehicle. Average gas prices in the U.S. have risen nearly 17% since Feb. 28 to reach $3.48 per gallon. In California, the average is $5.20 per gallon.
Electric vehicles are pricier than gasoline-powered cars and charging them isn’t cheap with current electricity prices, but sky-high gas prices can tip the scales for consumers deciding which kind of vehicle to buy next.
“We probably will see an uptick in EV adoption and particularly hybrid adoption” if gas prices stay high, said Sam Abuelsamid, an auto analyst at Telemetry Agency. “The last time we had oil prices top $100 per barrel was early 2022 and that’s when we saw EV sales really start to pick up in the U.S.”
In a 2022 AAA survey, 77% of respondents said saving money on gas was their primary motivator for purchasing an electric vehicle. That year, 25% of survey respondents said they were likely or very likely to purchase an EV.
As oil prices cooled, the number fell to16% in 2025.
In California, annual sales of new light-duty zero-emission vehicles jumped 43% in 2022, according to the state’s Energy Commission. The market share of zero-emission vehicles among all light-duty vehicles sold rose from 12% in 2021 to 19% in 2022.
“Prior to 2022, we didn’t really have EVs available when we had oil price shocks,” Abuelsamid said. “But every time we did, it coincided with a move toward more fuel-efficient vehicles.”
Dealers are anticipating a windfall.
Brian Maas, president of the California New Car Dealers Assn., predicted enthusiasm for EVs will rebound across California if oil prices don’t come down.
“If prior gasoline price spikes are any indication, you tend to see interest in more fuel-efficient vehicles,” he said.
Rising gas prices could be a lifeline for EV makers at a time when federal support for green cars has been declining.
Under President Trump, a federal $7,500 tax incentive for new electric vehicles was eliminated in September, along with a $4,000 incentive for used electric vehicles.
In California, the zero-emission vehicle share of the total new-vehicle market was 22% through the first 10 months of 2025, then dropped sharply to 12% in the last two months of the year, according to the California Auto Outlook.
Meanwhile Tesla, the most popular EV brand in the country, has grappled with an implosion of its reputation with some consumers after its chief executive, Elon Musk, became one of Trump’s most vocal supporters and helped run the controversial Department of Government Efficiency.
Over the last several months, Ford, General Motors and Stellantis have pared back EV ambitions.
Other automakers, including Nissan, announced plans to stop producing their more affordable electric models.
The Trump administration has moved to roll back federal fuel economy standards and revoked California’s permission to implement a ban on new gas-powered car sales by 2035.
David Reichmuth, a researcher with the Clean Transportation program in the Union of Concerned Scientists, said the shift in production plans will affect EV availability, even if demand surges.
That could keep people from switching to cleaner vehicles regardless of higher gas prices.
“This is a transition that we need to make for both public health and to try to slow the damage from global warming, whether or not the price of gasoline is $3 or $5 or $6 a gallon,” he said.
According to Cox Automotive, new EV sales nationally were down 41% in November from a year earlier. Used EV sales were down 14% year over year that month.
To be sure, oil prices can fluctuate wildly in times of uncertainty. It will take time for consumers to decide on new purchases.
Brian Kim, who manages used car sales at Ford of Downtown LA, said he has yet to see a jump in the number of people interested in EVs, hybrids or more fuel-efficient gas-powered engines.
Still, if the price at the pump stays stuck above its current level, it could happen soon.
“Once the gas prices hit six [dollars per gallon] or more and people feel it in their pocket, maybe things will start to change,” he said.
Business
Nearly 60 gigawatts of U.S. clean power stalled, trade group finds
A total of 59 gigawatts of U.S. clean energy projects are facing delays at a time when demand for power from AI data centers is surging, according to a trade group study.
Developers are seeing an average delay of 19 months over issues such as long interconnection times, supply constraints and regulatory barriers, the American Clean Power Assn. said in a quarterly market report.
The backlog is happening despite the growing need for power on grids that are being taxed by energy-hungry data centers and increased manufacturing. The Trump administration has implemented a slew of policies to slow the build-out of solar and wind projects, including delaying approvals on federal lands.
The potential energy generation facing delays is the equivalent of 59 traditional nuclear reactors, enough to power more than 44 million homes simultaneously.
“Current policy instability is beginning to impact investor confidence and negatively impact project timelines at a time when demand is surging,” American Clean Power Chief Policy Officer JC Sandberg said in a statement.
Despite the hurdles, developers were able to bring more than 50 gigawatts of wind, solar and batteries online in 2025, accounting for more than 90% of all new power capacity in the U.S., the report found. Clean power purchase agreements declined 36% in 2025 compared with 2024, signaling that the build-out of clean power in the U.S. could be lower in the 2028 to 2030 time period, according to the report.
Chediak writes for Bloomberg.
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