In 2006, Guillermo del Toro wrote his passion project. 9 years later, he “knew we were doomed”
Guillermo del Toro said he expected *Crimson Peak* to struggle after its promotion focused on horror, even though he saw it as a romance and mystery. The film’s marketing shaped audience expectations, and its box-office performance fell short despite positive reviews.
Del Toro co-wrote the supernatural story in 2006, but it took almost a decade to reach production. Released in 2015 and starring Jessica Chastain and Tom Hiddleston, it cost about $60 million and only just broke even; it has since gained a cult following. Del Toro discussed the marketing in a 2024 interview, saying the film should have been sold around its romance and mystery.
In short
- *Crimson Peak* was marketed as horror despite its romantic mystery.
- The 2015 film cost about $60 million and just broke even.
- Del Toro says he expected trouble when promotion targeted horror fans.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
The film’s promotion should have foregrounded romance and mystery, as del Toro intended, so audiences could judge it on its actual strengths rather than expect a conventional horror film. That might have drawn viewers who enjoy gothic dramas while avoiding a mismatch that could disappoint horror fans and weaken word of mouth.
The case against
Marketing horror may have been a commercially reasonable choice for a supernatural film: the genre offered a clear hook and could reach a recognisable audience. A romance-and-mystery campaign might have been harder to communicate or less compelling to casual filmgoers, and the reported shortfall alone cannot establish that a different strategy would have performed better.
Explained simply
Guillermo del Toro is a Mexican film-maker known for stories that mix fantasy, horror and human drama. He began writing Crimson Peak in 2006, but the film took nearly a decade to reach cinemas.
Released in 2015, Crimson Peak stars Mia Wasikowska, Tom Hiddleston and Jessica Chastain. It follows a young woman who marries into a troubled family and moves to a crumbling English country house, where she uncovers secrets; the supernatural elements sit alongside romance and mystery.
The film’s reception shows how marketing can shape what audiences expect from a story. Although critics responded positively, its cinema takings were modest compared with its roughly $60 million budget, and it later developed a cult following.