Weapons: View 2-Hour Unlisted Video for Zach Cregger's Horror Movie

      Warner Bros. is taking a spooky viral approach to market Weapons, the new child horror film directed and written by Zack Cregger, known for Barbarian. A new unlisted two-hour video showcases what appears to be surveillance footage, primarily featuring children running through the night.

      The unsettlingly simple title is “2025_░_░_06:17AM.mov.”

      This intriguing bit of mystery is sure to generate excitement for what is already one of the summer's most highly anticipated horror films. The newly released movie poster outlines the premise: “Last night at 2:17 am, every child from Mrs. Gandy’s class woke up, got out of bed, walked downstairs, opened the front door, went into the darkness… and never returned.”

      This description raises numerous questions: Does every child in Mrs. Gandy’s household reside in at least a two-story home? But perhaps the more significant query, which we hope the film addresses, is where all the children have gone. Additionally, what or who are the weapons referenced in Weapons?

      After spending some time watching the Weapons video — or rather “2025_░_░_06:17AM.mov” — you'll start to notice some very unsettling elements (or intriguing aspects, if you’re a horror fan). For instance, one of the screens seems to display the emotionless reflection of a middle-aged man. Who is this individual? Why is he observing? What does he want?

      Weapons features a cast that includes Julia Garner, Josh Brolin, June Diane Raphael, Toby Huss, and Benedict Wong, among others. None of them seem to appear in “2025_░_░_06:17AM.mov,” but who can say for sure? (That middle-aged man could very well be Huss.)

      Additionally, promotional materials for the film indicate that 17 children go missing in total. While the poster states this occurs at 2:17 am — and some timestamps in the surveillance footage confirm this — the title of the video references a timestamp of 6:17 am. Does this suggest something significant about the number 17?

      We are already excited about this film.

      Zack Cregger and the Marketing Strategies for Weapons and Barbarian

      The unlisted video for Weapons continues Warner Bros.' tradition of engaging viral marketing strategies: For instance, Christopher Nolan's 2008 film The Dark Knight captivated audiences with an interactive website that subtly dropped hints about Heath Ledger’s iconic portrayal of The Joker without being overtly promotional. Such campaigns have become common for major film releases that generate high anticipation.

      Similarly, Cregger’s Barbarian, which was released in 2022 by 20th Century Fox, enjoyed a striking marketing push. A trailer for the movie initially marketed it as “Justin Long’s New Movie,” showcasing Long’s character driving through the Pacific Coast Highway in a convertible to upbeat music.

      “From the Producers of the Lego Movie,” the trailer cleverly misleads before adding further credentials: “The studio that brought you Alvin and the Chipmunks.”

      However, around the one-minute mark, the tone shifts dramatically. Long’s character discovers that one of his Michigan properties has an unwelcome visitor. A thud occurs, the cheerful music fades, and the trailer delivers a shock: “From the Producer of It.” With Weapons, the frights are immediately apparent: two hours of unsettling visuals paired with disorienting, static-filled sounds. What is particularly disorienting this time is the format: Similar to The Dark Knight campaign, viewers might question whether what they are witnessing is even connected to a movie. Without the Warner Bros. branding, it could be mistaken for alarming footage from various surveillance sources.

      Barbarian became one of the unexpected successes of 2022, grossing over $45 million against a modest production budget of $4.5 million. Expectations are even higher for Weapons.

      Weapons hits theaters on August 8, from Warner Bros. Pictures.

      Main image: Children running in the night in 2025_░_░_06:17AM.mov to promote Weapons. Courtesy of Warner Bros.