Jason Blum Targeting Millennials for NBCUniversal

Jason Blum, mastermind behind horror films such as “Paranormal Activity,” “Insidious” and “The Purge” has made a career from terrifying and disturbing viewers in Utah and all across the country. These films have become a phenomenon to young adults and advertisers are wondering how Blum has been able to reach this target audience so successfully. Blum and Blumhouse productions are teaming up with NBCUniversal to create content marketing towards the millennials that he scares with his horror films.

According to Adweek, 65 percent of Blum’s audience is under the age of 25 — a very difficult demographic for NBCUniversal to reach — which is why this pairing works so well for NBC’s advertisers. Linda Yaccarino, chairman in advertising sales and client partnerships for NBCUniversal, believes that Blum is the key to marketing content towards millennials and this is just what NBCUniversal needs to reach the unreachable.

Blumhouse.com has created an online community for horror fans from Utah to all over the country and the introduction of NBCUniversal to this platform will bring the advertisements to a new demographic. This does not mean that NBCUniversal will be producing new horror or invading in the horror space. All it means is that they are teaming with Blum to create content marketing towards his fan base.

These companies have not yet determined what platform Blumhouse will first use marketing towards this target audience. The only information provided by Blum so far is that the content will be geared more towards people that are interested in scary content rather than a “hard-core horror audience.”

These new advertisements will appear on Blumhouse.com so that the audience, whether they be in Utah or somewhere else in the country, will be able to view them. Since viewers are not coming to NBCUniversal, this broadcast company and its advertisers will just have to come to the viewers.

Blum has somehow captured the eyes of young millennials across the country from Utah to the east coast with his blockbuster horror films. NBCUniversal just can’t seem to comprehend how he can target this audience because it has been such an issue for them for a very long time. With this new partnership, NBCUniversal will be able to reach their new target audience by creating content that is brought to the under 25-year-old age group.

Leah Ferguson writes for Fusion 360, an SEO and content marketing agency. They write for many other clients as well. Follow on Twitter