Promotional Film Campaign for The Blair Witch Project (1999)
The Blair Witch Project opened on July 30, 1999. Just two weeks before that, the Sci-Fi network aired a ‘real’ documentary, seemingly a standard unsolved mystery investigation piece touched with supernatural possibility, entitled Curse of the Blair Witch. Curse of the Blair Witch (small scale as the larger film) fooled a lot of people as it was about the 3 film makers which produced The Blair Witch Project going missing.
With a website claiming to show police reports and real evidence related to the case, buzz for the film reached previously unseen levels for a low-budget horror flick made for less than a million dollars. Adding to the mysterious viral marketing campaign was the fact that the three filmmakers remained behind closed doors until The Blair Witch Project box office phenomenon had run its course.
The unique selling point of the movie was that it is based on true events. The film's poster relates to this as it quotes "In October of 1994 three student film makers disappeared...". This will attract their target audience of young adults aged 16-21 as this disappearance will interest them. Also the use of young actors will help the audience relate to the movie and make it seem more realistic.
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