Eli Roth‘s The Horror Section has inked a deal with alternative lifestyle brand Blackcraft Cult to take the new scary movie company’s films beyond the big screen.
The deal will make Blackcraft Cult a preferred corporate merchandise partner, overseeing e-commerce, retail and event-based specialty merchandising for all corporate initiatives and film releases by The Horror Section. As part of the agreement, Blackcraft Cult will produce custom, limited-edition merchandise tied to The Horror Section’s slate of films, starting with “Jimmy & Stiggs,” which made its theatrical debut last month. The movie is the first release by The Horror Section, a fan-owned 360 media company focused on redefining the horror landscape in film, TV, gaming, podcasts and live events, backed by Media Capital Technologies.
The companies’ collaboration will continue for upcoming releases, including “Dream Eater,” in theaters on October 24; Roth’s “Ice Cream Man,” dated for 2026; and “Don’t Go in That House, Bitch!,” Roth’s upcoming collaboration with Snoop Dogg, which was announced last week at the Toronto Film Festival.
Products will be available via The Horror Section’s official online store, Blackcraft Cult’s own e-commerce channels and in Blackcraft Cult’s retail locations in Los Angeles and Salem, Mass.. Blackcraft Cult will also serve as a marketing partner on The Horror Section’s film releases, including staging exclusive early screenings designed to immerse fans in the world of each film.
In a statement announcing the pact with Blackcraft, Roth said he was a “huge fan” of the company, explaining that their style “perfectly aligns” with the films The Horror Section is releasing. “They have an incredible, loyal fan base and make spectacular collectible clothing (as well as great coffee), and I can see the partnership growing in all areas, not just merchandise,” said Roth. “Bobby and the team deeply love and understand horror, even basing their headquarters in Salem, and I can see us all making not just one but many films together in the future.”
Roth continued: “With every movie we release, we want it to be a special event for our fans, and to tailor merchandise specifically for that film, which will only increase in value to collectors over the years. It’s an amazing opportunity.”
In a separate statement, Blackcraft CEO Bobby Schubenski described the partnership as “surreal” since he sees Roth as “part of the DNA” of the lifestyle brand. “Growing up, films like ‘Cabin Fever’ and ‘Hostel’ inspired me and made me fall in love with horror,” Schubenski explained. “To now be partnering with Eli and his new company, The Horror Section, is surreal—it feels like everything has come full circle.”
He added: “What excites me most is the fresh way of thinking: not only bringing fans incredible new horror films but giving them the chance to actually own a piece of them. I’m especially looking forward to working with Eli on merch and creating unique experiences around each of his upcoming movies. Who knows — maybe Blackcraft Films is next?”
The deal was negotiated by Connor DiGregorio and Lorenzo Antonucci on behalf of The Horror Section.
variety.com
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