| Blair Witch Phenomenon |
| Written by Summer Fisher | |||||||||||
Blair Witch
The "Blair Witch Project" is an ideal example of cutting edge marketing at it's best. It is a story of how several ingenious filmmakers used their creative minds rather than vast amounts of money to position their movie as the highest grossing film of 1999. The horror flick shot in the woods, on a $400 video camera in 8 days had no blood, no gore and more noticeably no Blair Witch monster.
In reality, once on the website they found no mention of a movie, actors, theatrical trailers, release dates or anything even resembling a film of any sort. The site simply appeared to be completely devoted to the legendary tale of the Blair Witch. Word of mouth was infectious and spread across the Internet at a rapid rate. Regardless of the fact that it was entirely fictional the buzz inspired many similar sites devoted to the same topic, regardless of the fact that the story was entirely fictional.
By the time the film had opened at Cannes the site had received millions of hits and it seemed everyone new about the legend of the Blair Witch. The film was picked up by Artisan for distribution and released at cinemas around the globe. The media jumped on the low-budget flick providing even more publicity and cues were out the door It was because the filmmakers involved in the project recognized the importance of websites, the internet and were able to pinpoint the key strengths and weaknesses of both their product and their target viewers, that Blair Witch became a slogan, a money making machine, and a world wide phenomenon.
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