Although film marketing is constantly evolving, “Focus Features” has taken an exciting and unexpected route by trying to promote the recent release of Robert Eggers’ “Nosferatu” (2024). In a collaboration with perfumer Douglas Little, the scent “Eau de Macabre”, enhances the movie viewing experience.
The fragrance was created to immerse audiences and fans into the film beyond the screen. The main notes of the scent include lilac and earthy tones, including moss and wet stone, reflecting the goth and supernatural tones of the film. One of the goals when creating the perfume was also to introduce the audience to a multisensory experience, allowing viewers to smell the atmosphere of the movie as they watched it.
Initially, the scent was released as a limited-edition product on Halloween, but due to increasing popular demand, it is on its fifth restock, showing the audience's positive reception to the marketing strategy and creative collaboration. This approach also reflects the desire for films to extend beyond the traditional viewing experience. With “Nosferatu’s” eerie themes, the introduction of “Eau de Macabre” is setting a new standard for creativity when it comes to movie marketing and promotion, especially within the horror genre.
As Hollywood continues to become more innovative in their approaches to captivate audiences, the collaboration between Focus Features and Douglas Little may be the beginning of a trend where scent and cinema will go hand in hand with one another.