Trailer magic that works: Good Boy's trailer shows a new perspective, leaving fans intrigued

When the first trailer for Good Boy dropped, featuring Indy the dog sensing unseen evil from his low-to-the-ground vantage point, the internet couldn’t look away. In just four days, the clip racked up over 1 million YouTube views, prompting IFC Films to expand the release beyond its indie roots into something much larger and much more buzzworthy.

The viral spark worked. On the strength of that online momentum, IFC announced an expanded theatrical rollout, shifting Good Boy from “arthouse streaming oddity” to “limited nationwide horror event.”

Why did this trailer bite?

The campaign leaned into three emotional triggers that made Good Boy a perfect meme-ready clip:

• Unique POV: Told from the dog’s perspective (a rare cinematic choice) this trailer flipped the haunted-house trope by focusing on the guardian more than the human. That novelty is what made the trailer click.

• Emotional Hook: The internet literally can’t stop asking, “Does the dog survive?” Searches spiked over 2,000%, anchoring emotional investment before tickets even went on sale.

• Critical Backing: Premiered at SXSW 2025 to rave reviews, the film boasts a 95% Rotten Tomatoes rating, with critics calling Indy’s screen presence both heartbreaking and visually affecting.

It’s Impact

• Expanded Theatrical Reach: What began as a quiet digital-first title is now playing in over 600 theaters nationwide—a major shift for a subtitled indie horror.

• Earned Media Value: Coverage from Variety, Bloody Disgusting, and Screen Rant amplified the perception of Good Boy as the “next cult hit.”

• Festival Boost: The viral momentum has already secured slots at multiple genre festivals, where programmers want to capitalize on the hype.

Does trailer virality really translate?

History suggests yes. When the trailer delivers a clear, simple, and shareable hook. The through-line: the meme is the marketing. When fans can distill a movie’s essence into one unforgettable moment, they’ll do the amplification for you.

Key Takeaway for Marketers: Build your trailer around a single unforgettable image or conceit - something that audiences can gif, clip, or react to in under 10 seconds. Then make sure you feed those moments to the right cultural pipelines: TikTok, horror blogs, fan podcasts.

That’s how a low-budget, subtitled oddity about a man in a dog costume became one of the most talked-about horror campaigns of 2025.

Movie marketing intel: This week in trends

HORROR REIGNS 🔪 Weapons earns another box office victory during Labor Day weekend (Entertainment Week)
Zach Cregger’s Weapons dominated the Labor Day stretch with $10.2M, bringing its domestic total to $132.4M and worldwide to $232.4M despite sub-$40M production costs. Horror once again proved its value as a reliable, profitable genre, even amidst a season that leaned heavily on nostalgia and established IP.

LOYALTY DEALS 🎟 AMC hopes new ticket discounts will reinvigorate the movie theater industry (The Week)
AMC is ramping up engagement with half-price tickets for members on Tuesdays and Wednesdays, replacing the $5 Tuesday-only deal. This move aims to counteract a 15% year-over-year gain in box office while addressing a broader 24% shortfall against 2019 levels. Value pricing may become key to bringing audiences back, especially in high-cost markets.