DC Studios Surprises Horror Fans with ‘Clayface’ Early Screenings in the UK

voice film logo squareArthur S. Poe
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Horror enthusiasts enjoy entering a movie without prior knowledge, and studios are well aware of this. Surprise screenings have become a popular method for generating buzz, particularly for films that defy conventional marketing strategies. DC Studios is now employing this tactic with a film that stands out from anything previously released in the DC Universe.

‘Clayface‘, DC’s inaugural R-rated body horror film, is set to hit theaters on Friday, October 23. The film has experienced a tumultuous journey to its release, having shifted from its initial September 11 date and facing uncertainty regarding box office performance. Early tracking has shown mixed results, with some forecasts appearing promising while others indicate a potentially weak opening.

In a bold move, the studio hosted surprise horror screenings in the UK on the evening of October 19, allowing audiences to experience early showings of ‘Clayface’ without any prior knowledge of what they were about to watch. This strategy aims to let the film resonate with viewers on its own merits.

The timing of these screenings is strategic. They take place just before the film’s official release, and with the critics’ review embargo still in effect until October 21, regular moviegoers have the opportunity to react first. This could influence public discourse ahead of professional reviews.

This approach is particularly fitting for the horror genre. Horror fans are known for their loyalty and enthusiasm, and a theater filled with viewers unaware they were attending a DC movie is the perfect environment to generate excitement. The focus shifts from the franchise to the film itself.

‘Clayface’ had its premiere at Hollywood’s Legion Theater on October 13, and the social media response has been overwhelmingly positive. The early consensus indicates that genre fans will likely be pleased, as DC organized a premiere and several screenings before allowing brief reactions. Forbes highlighted that the social media review embargo was one of the earliest in the entire DCU, signaling confidence from the studio.

However, not all online commentary has been accurate. Some detractors shared images with misleading captions filled with alleged spoilers, many of which were easily recognized as false. While not every early reaction has been favorable, the overall sentiment leans towards excitement.

The film follows Matt Hagen, a Hollywood actor whose face becomes disfigured, prompting him to seek help from a scientist. However, her treatment gradually transforms his body into living clay. Tom Rhys Harries portrays Hagen, alongside Naomi Ackie, David Dencik, Max Minghella, and Eddie Marsan in the cast. Directed by James Watkins, known for ‘Speak No Evil’, the film features a screenplay by Mike Flanagan and Hossein Amini.

Flanagan has long expressed interest in creating a standalone ‘Clayface’ horror film and pitched the idea to DC Studios in March 2023. DC co-head Peter Safran has likened the movie to ‘The Fly’. The MPA has assigned it an R rating for strong bloody violence, gore, language, some nudity, and brief drug use, indicating that the studio has not toned down the content.

The surprise screening strategy unfolds against a backdrop of uncertainty. Boxoffice Pro’s tracking estimates the film will open between $23 million and $33 million in the US against a reported $40 million budget, although a later report on ticket pre-sales suggested a debut below $20 million. This same report indicated pre-sales were 80% behind ‘Supergirl’, which opened to $38 million in North America in June.

DC has faced challenges recently. ‘Supergirl’ concluded with $126 million worldwide against a reported $170 million budget, while ‘Superman’ debuted with $125 million domestically last year. A modest-budget horror release during the Halloween season gives ‘Clayface’ a better chance at profitability, especially in a year when horror films like ‘Obsession’, ‘Backrooms’, and ‘Resident Evil’ have performed well.

There’s also a broader context to consider. ‘Clayface’ is the last DC film until ‘Man of Tomorrow’ next July, and it serves as a test to see if bolder, lower-budget projects can succeed in James Gunn’s universe. Early tracking suggests that fewer people are aware of the film than usual, but those who do are significantly more eager to see it on opening weekend, a trend often seen in horror.

If the surprise screenings convert even a small fraction of these unaware viewers into advocates, the risk could pay off swiftly. Should the film meet the expectations set by early praise, it may pave the way for more unconventional DC projects.

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