Personally, I hadn't seen much marketing for this film in terms of trailers, posters, etc. so I am not sure what this article means by the film having a "creepy and dark" marketing campaign...
However, I did see the movie and I enjoyed it. An apprehensive sort of enjoyment.
I think this article hits the nail on the head in terms of why the film, despite its graphic content, has been positively received by most critics and surprisingly women.
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