Viewers at an early test screening praised the film for its perfect balance of horror comedy and small town drama, calling it a worthy successor to the early horror films of Sam Raimi and Peter Jackson; furthermore, the film was said to bear similarities to the films of Bong-Joon Ho along with late 90s/early 2000s horror mystery movies like The Ring, What Lies Beneath, and Sleepy Hollow.
Deadline Hollywood reported that New Line Cinema won the spec script in a bidding war against, allegedly, Universal, Netflix and Sony/TriStar. The Hollywood Reporter detailed that part of the deal were a eight figure sum of money, a guaranteed greenlight for production, final cut privileges for Cregger, interest in a backend plot and, most importantly in closing the deal, the guarantee of a theatrical release. Insiders called it a unprecedented deal in modern times and is compared to M. Night Shyamalan deals post The Sixth Sense - Il sesto senso (1999).
Netflix was ready to pay more money upfront than New Line, but a assured theatrical release and New Line's track record with horror were the better selling point.
Rooney Mara and Elizabeth Olsen were offered the lead role but both turned it down. Pedro Pascal and Renate Reinsve were then cast but ultimately had to drop out due to scheduling conflicts. Pascal dropped out to star in I Fantastici 4 - Gli Inizi (2025), which Julia Garner also starred in.
A full trailer for the film was shown at Warner Brothers' CinemaCon but not online. A few weeks after, a mysterious 45 second teaser was shown attached to the film "Sinners" in theaters.
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