To tip my hat..I think for the sake of HHN, the big IP that will be more heavily marketed, is Beetlejuice and that of The Haunting of.
Both have their reasons, but the biggest lies to two.
- For Beetlejuice, I agree that it's very much the Ghostbusters/ST of the year--filling to a nostalgic audience that loves Beetlejuice and the imagery of Tim Burton. Combine that with a large promotional blow-out for the beetle man, and I can see that working for not just Orlando but Hollywood too.
- The Haunting of, will allow them to go much more in the paranormal aspect, but not only continuing to use the backlog of Netflix's horror roster, but to also promote Bly Manor, which I strangely do see happening. That, alongside being able to fully go into Hill House (even if I haven't seen the show, I still see a lot of reactions from it).