One stunt for the pic entailed Warner Bros. And talk about great timing: Bowing a genre pic with all its Catholic iconography over the holiest weekend of the year: the Easter frame. The pic’s religious iconography and mysticism was leveraged as a means to root the film in authentic superstition, which was distinctly relatable to Latin American demos, while also making the premise more accessible to broader audiences. La Llorona in a desperate bid to save their children, upping the pic’s emotional stakes. Visual marketing materials set up the story as mothers vs. The campaign’s philosophy throughout its trailers and TV spots was, if you don’t know her name, if you don’t know the legend, you’ll never see her coming. In addition to selling the pic on The Conjuring producers brand (even though the pic was not part of the Warren paranormal investigator franchise), with a wink at that series to stoke its fans (the pic co-stars Annabelle priest Father Perez, played by Tony Amendola), Warners branded their one sheets with the bold tag-line, “She Wants Your Children.” “One of the best things La Llorona has going for it is the simple suggestion or rumor that it might be related to the Conjuring universe,” said RelishMix ahead of the pic’s opening. studios marketing boss Blair Rich and her team leaned heavily into the Mexican folklore weeping-woman-who-preys-on-children myth. The takeaway here is how Warners zeroed-in on Latinx audiences and the under-35 set, who showed up at 64%, with a near even male-to-female ratio of 51% to 49%. The pic jump-started its buzz by premiering back on March 15 at SXSW. The South and Western regions of the US repped 73% of Llorona‘s domestic box office, on a weekend when Good Friday delivered three quarters of all schools off, with 17 of the top 20 locations being either in Los Angeles or Texas.
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