Producers of The Blair Witch project succeeded in creating huge pre-hype for their low budget horror flick which centered on students being murdered in a forest. Blurring the boundaries between fact and fiction was key to the early buzz that surrounded the movie. Allegedly the film travel blog commenting sites list had circulated tapes to colleges which were presented as ‘real video diary footage’. Clips that were presented as ‘documentary’ rather than fiction were shown on the Independent Film Channel. This was one of first feature films to use online and viral PR to build hype. The buzz ensured that Blair Witch was a major success which took over $150 million at the box office.


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