Marketing Campaign Of The Blair Witch Project (1999)

 I have chosen to research the marketing campaign for The Blair Witch Project as it is in the same horror genre as my own film Hansel And Gretel.

The marketing campaign for The Blair Witch Project was extremely effective. Not only was it made on a shoe-string budget of around $20,000, it was made long before the days of Facebook, Myspace and YouTube, which are all now major institutions in which film advertising is done today. This resulted in the film having to utilise its own effective,and in some areas unique, marketing campaign. This included in the film makers advertising that the film was actual "found-footage" and creating a website that backed this claim. This involved creating film posters which said things like "In October of 1994, three student film makers disappeared in the woods near Burkittesville, Maryland... one year later, their footage was found". This helped circulate the rumours that the footage was real, and helped
to terrify audiences, as when they were sitting in the cinema watching the film, in the back of their minds they thought that it might actually be real.