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“Financially, it makes no sense whatsoever — those things are ridiculously expensive,” Neon’s chief marketing officer, Christian Parkes, admits in a separate phone call.

When Neon first met with “Longlegs” writer-director Osgood Perkins, Parkes’ team pitched a cryptic viral ad campaign that put viewers in the perspective of Maika Monroe’s detective, who seeks to unmask the enigmatic titular serial killer.

“We give the audience these clues that they can piece together to unlock the mystery of the film,” Parkes explains.

Parkes hoped the curious would call the number, which led to a disturbing recording from Cage as Longlegs, but he didn’t anticipate the billboard’s seismic impact.

“The message was so creepy, people started pranking their friends,” Parkes recalls.