From Filmmaking to Podcasts: Jason Blum’s Crypt TV and the Perfect Mix of Short Form, Storytelling, and Branding​

James Wight on how Bluhmouse are pioneering a new form of media business.

Blumhouse is certainly not averse to using new and developing mediums to reach consumers. Since pioneering an incredibly effective social media marketing strategy with 2007’s Paranormal Activity, they’ve since moved to other mediums to expand their branding and storytelling potential.

With Podcasts becoming increasingly popular, Blumhouse launched “Shock Waves” in 2016; dedicated to discussing the ins and outs of the horror genre, and later “Attack of the Queerwolf” in 2018 to discuss the relationship between horror and the LGBT+ community.

Both are worth a listen, and great for cementing Blumhouse’s horror brand in an authentic and meaningful way.

But what’s most interesting in their investment in their YouTube channel – Crypt TV – short-content horror for a YA crowd.

Crypt TV currently sits at 3.4M subscribers on their YouTube channel and explores a connected story world with recurring monsters like the Birch, the Look-see, and Miss Annity.

Through Crypt TV’s shared universe there are even YouTube theorist channels dedicated to cracking the series’ ongoing mysteries and building on audience engagement.

For any large studios or future filmmakers out, social media can be crucial for reaching target demographics and engaging with these audiences in new and creative ways.

Although Crypt TV specialises in horror, there’s no reason this storytelling method can’t work for other genres as well; and is a great way to keep building an active following prior to distribution.

In a 2020 affected by COVID, where theatrical releases are being postponed, and streaming has become the dominant form of entertainment, a short form content strategy could be an effective tool for any future filmmaker to turn to.