Tales of the apocalypse are no longer particularly terrifying in 2017, when the end of the world feels all but impending. The real horror is what happens after the world ends, when the surviving few are forced to continue on and cope with what’s left of it. The same could also be said for the devastating experience of losing a loved one, especially if that loss is unnatural and witnessed firsthand by the bereaved. This is the concept that profoundly transforms the basic premise of It Comes at Night into an emotional thesis in which filmmaker Trey Edward Shults posits grief as a personal post-apocalypse — how do you live in the end of the world after your world comes to an end?
Boutique studio A24 has made a name for themselves by doing things differently — that goes for the movies they buy, how they’re released, and especially how they’re promoted. The latest trailer for their upcoming thriller It Comes At Night mercifully eschews the Inception BWAAAAAAM and the creepy-children pop cover for a novel approach, pairing context-free images from the film with various disturbing quotes about fear, distrust, and evil. Instead of using pull-quotes from glowing reviews, the A24 marketing team figured they couldn’t get an endorsement more ringing than one of serial murderer Charles Manson’s family motto.