This case study analyzes the marketing campaign for the 2012 film The Woman in Black, which had a $15 million budget and grossed $127.7 million globally. The campaign targeted fans of the original book and play, Daniel Radcliffe/Harry Potter fans, and those interested in supernatural thrillers. It utilized early teaser campaigns, Halloween timing, TV and online advertising, and an extensive publicity campaign including 500 interviews with Daniel Radcliffe, a London premiere, social media engagement, and school curriculum tie-ins to promote the film's heritage and generate buzz. This multifaceted campaign succeeded in making The Woman in Black the highest-grossing British horror film in 20 years.