This work seeks to understand the viral marketing strategy used in the promotion of
the film M3GAN (2023), associating the contribution of external factors that shaped
the film industry, especially horror, suspense and horror films, in their forms of
dissemination, ranging from word of mouth marketing to viral marketing. Through
bibliographical research, a case study of an exploratory nature was carried out,
which made it possible to find concepts and associate them with films of the
aforementioned genres. It was possible to approach in a qualitative way the
concepts of viral marketing, the way in which cinema was evolving, and
consequently, its means of reaching the public through viral actions. Therefore, it
was found that understanding the external factors and associating them with
M3GAN's viral campaign resulted in the film's positive performance on the market,
transforming it into one of the most profitable low-budget horror films in recent years,
reaching a young audience. , directly or indirectly, highly connected and diverse.
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