The blair witch project foretold hollywoods shift to. Pdf the independence of the blair witch project farid djaidja. Revisiting one of the best viral marketing campaigns of. The blair witch project used a lowbudget internet campaign to create buzz for the movie. The main theme behind the blair witch projects marketing campaign was to establish uncertainly among the public. It was called the blair witch project and it seemed to be a documentary about a trio of film students who were killed in the maryland woods while making a documentary about a string of killings in those same maryland woods. This oneshot comic works in conjunction with the recently unearthed documentary shot by a film crew who never returned to relate their experience. Okay, its sort of farfetched to claim that the dark knight was directly inspired by the blair witch project. In its marketing campaign it advertised that it was based on a true story and in fact this footage was of that found in those woodlands. Eighteen years ago, a starfree indie movie called the blair witch project became the first movie to focus its marketing strategy around the thenemerging internet with its own dedicated. How the blair witch project changed horror with cheap. Academy originals has come out with a retrospective, in which the filmmakers and actors talk about how the film was made, marketed, and why its.
Why did people think the blair witch project was real. Some advertisers have relied on product placement think james bond stopping midgunfight for a. The blair witch project is a 1999 american psychological horror film that was produced by five graduates of the university of central florida film program with a minimal budget and a camera. Blair witch is already generating way more positive buzz than that mess. We illustrate the concept of entrepreneurial marketing by highlighting guerrilla marketing, buzz marketing and viral marketing. But how did this small budget horror flick shot on dinky consumer cameras go on to garner such success. Watch the trailer for the blair witch sequel you didnt.
How the original blair witch project ushered in a new era. Were going back into the woods to revisit the blair witch project and talk to the creators about how the movie made us think it was real. You can dismiss the blair witch project as a trick. One of the most famous examples is the blair witch project, a film that was promoted using guerrilla marketing efforts. The film was immediately greenlit upon pitch due to the surprising success of its predecessor, the wildly successful 1999 film the blair witch project. The viral marketing for blair witch is as mind boggling. Harry potter, collapsible scooters, the chrysler pt cruiser, and the blair witch project are all recent examples of the considerable power of buzz. Negative buzz can result from events that generate bad associations with the product in the mind of the public, such as a product safety recall, or from unintended.
Justin wyatt 1994 calls high concept filmmaking and marketing. During the 2002 bledisoe cup match, two streakers appeared on the field. The blair witch project 3 might be made in a year or two. Buzz is further attributed for the success of movies like the blair witch project, said to be the best viral market campaign of all time, which on its opening.
In her article, author renee dye explores the truth behind these myths. Blair witch project target audience by emily m on prezi. People across america were stunned by the runaway success of the blair witch project tm none more so than the residents of burkittsville. To fuel the buzz on the film, artisans publicists targeted media. The blair witch project paradigm and online fan discourse. The blair witch projects marketing was beyond that. The film can only be qualified as an achievement thanks to. Here are the five key tactics used to bring about the unbelievable success of the blair witch. Parents need to know that the blair witch project is a 1999 foundfootage horror movie in which three film students attempt to film a documentary about the strange and terrifying murders that have taken place in some woods in rural maryland. Started a trend of handheld footage and mockumentary style films. They had thought it all through, to make a hoax so palpable that the whole world would believe it.
There was nothing that really compared back in 1999 when it hit the theaters and it even took a step further by being the first to use the internet to create the mystery and. The blair witch projects producers gregg hale and michael monello have subsequently gone on to create campfire, a marketing company who hire advertising agencies to create viral marketing campaigns including the very successful the art of the heist campaign for audi. The original blair witch project was the first movie that gained infamy on the internet. As blair witch 2016 takes to the box office, the drum catches up with of one of the. The most successful viral marketing campaign of all time centred on a small, lowbudget indie flick in 1999 called the blair witch project.
Pdf on mar 1, 2017, lioba frings and others published viral marketing campaigns for horror movies from the blair witch project 1999. Griggs house was a historic home located in granite, maryland. How the blair witch project built up so much buzz movie. The blair witch virus had spread across the internet and beyond. How the original blair witch project ushered in a new era of viral. In case you missed it first time around, heres a quick rundown of the movie. The blair witch project 1999 and its sequel blair witch 2016. They buried their actors and asked them not to show up until their lie came out first out in the open. As blair witch 2016 takes to the box office, the drum catches up with of one of the creators behind the original movies website to find out how the film kickstarted a viral marketing trend that has been aped by countless studios since. Groundbreaking for its time its use of handheld cameras found one year after the disappearance of the filmmakers caused quite a buzz upon its. The blair witch legend blossomed in burkittsville because of a cemetery. Director eli roth has cited the film as a marketing influence to promote his 2002. There was already a sequel to the blair witch project, but the less said about book of shadows. Etsy is the home to thousands of handmade, vintage, and oneofakind products and gifts related to your search.
The main theme behind the blair witch project s marketing campaign was to establish uncertainly among the public. A dossier is a lot more than just a movie tiein its a very scary experience in its own right. Over the years, i think people have come to see what a landmark film the blair witch project was, says paul dergarabedian of box office firm rentrak. How the blair witch project built up so much buzz movie moguldom on a shoestring. Did the blair witch project fake its online fan base. Stern uses the same its all true approach as the movie, often to chilling effect. The internet is now an essential part of all marketing strategies in the movie industry but it was the 1999 phenomenon that was the blair witch project that is credited with being the first movie.
However, the film proved that viral marketing campaigns are a crucial aspect of contemporary film promotion, even for multi. With the prerelease buzz of the blair witch project reaching record highs. Just 50 minutes from the blair witch project crews germantown, md base. At a time when digital techniques can show us almost anything, the blair witch project is a reminder that what really scares us is the stuff we cant see. When i first heard about the new movie the blair witch project, it was from a friend of mine who swore up and down and still does that the entire story is true. Usa today reported that the blair witch project was the first film to go viral despite. The blair witch projects true genius happened offscreen. Managing buzz marketing in the digital age north american. One of my all time favorites when it comes to horror will always be the blair witch project.
Witch project won the award of the youth to expand the viral marketing. Ed sanchez remembers the night in 1998 when he walked through desolate maryland woods at about 3 a. Pdf viral marketing campaigns for horror movies from the blair. Or you can give in to the treat and savor that rarest of accomplishments in a field notorious for tedium and repetition an original horror movie. How does the film appeal to the audience the blair witch project was mainly targeted at horror film fans, it was an independent film and different to many other films at the time. A complete guide to the blair witch mythology screen rant. The blair witch project 1999 was one of the most profitable films in history when measured by its return on the initial investment. In january 1999, a movie premiered at the sundance film festival that no one could quite figure out. There is no denying the effect the blair witch project had on film making and viral marketing. The blair witch project could well be the first franchise. Viral marketing campaigns for horror movies from the blair witch. People across america were stunned by the runaway success of the blair witch projecttm none more so than the residents of burkittsville. Blair witch project target audience social media young actors young people brand new style of film first film of its type to be made.
Halloween 90s kids were terrified by the blair witch, but heres the story behind the movie. No matter what youre looking for or where you are in the world, our global marketplace of sellers can help you find unique and affordable options. It fleshes out the mystery, relating the frightening stories of other people who have had runins with the mysterious, mythical blair witch, a. How the blair witch project made people think it was real. Blair witch 2 is a 2000 american psychological horror film, directed and cowritten by joe berlinger and starring jeffrey donovan, stephen barker turner, kim director, erica leerhsen, and tristine skyler. In 2008, before the movie cloverfield was released, the teaser of the film was released not with its name but its date of release. The blair witch project is one of the most important films when it comes to horror cinema, and the found footage genre specifically. It was a twostory house constructed in the mid 19th century.
The marketing, which went viral even before viral marketing was a buzz word, solidified the legend. It tells the fictional story of three student filmmakersheather donahue, michael c. The home is associated with the movie the blair witch project. Every single tactic carried out revolved around stirring confusion among potential movie viewers. The challenge of following up the most effective marketing campaign ever inside the blair witch marketing campaign, and the difficulty of following a landmark in the history of movies. The blair witch project is the story of three student filmmakers, heather donahue, joshua leonard and. The blair witch project is a 1999 american supernatural horror film written, directed and edited. Williams, and joshua leonardwho hike in the black hills near burkittsville, maryland in 1994 to film a documentary about a local legend known as the blair witch. Suddenly the little western maryland farming village was flooded with tourists seeking mementos of the fabled blair witch. Campaigns for films such as the blair witch project sanchez and myrick. As it is a new thing not seen before, its more appealing to young people who. As blair witch 2016 takes to the box office, the drum catches up with of one of the creators behind the original movies website to find out how the film kickstarted a viral marketing trend that. The blair witch project created buzz at the 1999 sundance film festival, where it screened as a midnight movie.
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