The lead actors were instructed to remain away from any public appearance. Even the IMDB pages for the 3 lead actors, showed them as "missing, presumed dead" during and after the release for a long time. They also showcased this as a documentary named as “The Blair Witch mockumentary” premiering it on a TV channel SyFy. They projected it as a real-life incident. They created fake stories in the local newspapers about the missing people. They made fake interviews about the legend of Blair Witch. They also went ahead to distribute missing character's pamphlets to college students. To make it appear realistic, they hung around and pasted "missing" posters on walls around colleges (to reach out to potential audience). They created a fake story about the disappearance of the key characters. They deliberately created a low profile amateurish looking website to appear as if it's created by a student. The website was used to feed into the minds of prospective audience the story, which was made to appear real. To create a buzz, they started off by launching a website (which was an exception back then). The marketing team at its distributor Artisan Entertainment was, I must say, visionary and used the internet like never before and changed the movie marketing game forever. Way back in late 90s, it appears to have adopted all relevant modern marketing #persuasion techniques. It went viral at a time when there was hardly any social media and the web was at a nascent stage (and it made a very good use of that limitation). ![]() It is considered amongst the greatest movie marketing campaigns of all time. Most would argue that it was the unique way of #marketing that made it #viral amongst the audience. But was it the #content then that made #BlairWitch a landmark movie? Not really. It had no known stars, the filming was made to look naive still went on to create history. A film that was made at an original cost (ex-marketing) of only USD 35-60k, went on to gross USD 249 mn at box office in 1999. #Manipulation of human minds to the best.Īmongst the highest ROI generating movie of all times. "In October of 1994, three student filmmakers disappeared in the woods near Burkittsville, Maryland, while shooting a documentary.
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