Putting GSF into action, GORE audiences who enjoyed scary content of an extreme nature were sent to a dedicated Facebook page, designed to quickly convert these ripe consumers to go and see Annabelle.

Audiences who went further along the funnel but failed the GORE criteria were deemed SUSCEPTIBLE. They were tantalized by directing them to more subtle forms of content in the daytime with the purpose of converting them to GORE later in the evening as their tolerance increased.

FEAR audiences were naturally apprehensive and were targeted with banners and video ads at night focusing the attractive movie credentials only.

Annabelle drove audiences to the cinemas, and broke box office records! It had the highest weekend opening of a horror film in Malaysia with US$2.44 million. It nearly doubled box office receipts to US$4.31 million in 2 weeks.

At the end of its theatrical run, Annabelle earned US$5.3 million and became the highest growing horror movie of all time.

With GSF, it was the number 1 searched for movie in 2014 (GoogleTrends).

It was the only horror movie in the top 10 movies out of 271 movies releases in 2014.