How “making-of” content turned Frankenstein into a marketing engine

In a year packed with blockbuster releases, Frankenstein is standing out for how its marketing is telling a story of its own. Guillermo del Toro’s latest creation is an experience of artistry, ingenuity, and sheer human craft. And the studio is letting audiences witness it all.

From the first sketches of the creature to the construction of sprawling Gothic sets, every element of the film has been showcased as part of the campaign. Fans get to watch prosthetics being sculpted, lighting experiments in dimly lit soundstages, and the painstaking process of bringing del Toro’s vision to life. The result? A campaign that feels alive, immersive, and distinctly cinematic.

It’s a clever play on audience psychology. Today’s moviegoers crave more than a story. They want access, insight, and the thrill of discovery. By letting them peek behind the curtain, Frankenstein transforms marketing from a passive promotion into a participatory experience. Social feeds light up with concept art, prop reveals, and timelapse videos of set builds. Fans speculate, share, and feel like insiders, creating organic buzz weeks before the film even hits theaters.

The approach also aligns perfectly with Frankenstein’s hybrid release strategy. Limited theatrical screenings create a sense of exclusivity, while streaming audiences can engage with behind-the-scenes content that draws them into the story even before it’s on their screens. The campaign immerses audiences in the artistry that defines it.

Fans today crave more than trailers and posters. They want to see how the film comes to life. By highlighting the artistry, practical effects, and hands-on craftsmanship, Frankenstein turns behind-the-scenes content into a compelling engagement tool.

Here’s a few key reasons why this strategy is so effective:

Marketers can turn the making-of process into a campaign itself. Sharing the creative journey, teasing props and concept art, and collaborating with craft-focused media transforms audiences from passive viewers into active participants.

Here’s a few ways to let your behind-the-scenes content drive the campaign:

The making-of craft isn’t bonus content… it is the campaign. By inviting audiences into the creative process, marketers can transform a film into a shared journey. Fans don’t just watch the story — they experience the artistry, discuss it, and feel invested. And that engagement translates into both theater attendance and streaming success.

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