The marketing campaign strategies used in The Blair Witch Project is one of a unique way as it portrayed itself as a documentary regarding three missing people. The Blair Witch culminated the “found footage” genre of horror
In advertising through movies. One of marketing strategies was making a website, reporting the missing people and how they had found footage of these people throughout their journey, investing people in it. They presented such characters as real people, leading others to think that these were actually missing, it built up the anticipation for the movie. They were able to do such things since the internet was still within its early stages of use. They would advertise the products through word of mouth, providing slight droplets of information within internet forums, building up a n audience of people, wanting to know what happened to the people. The marketing would mainly focus on trying to hide the truth that it wasn’t actually real, trying to give this fake narrative that people were actually missing, they would do this via, missing person posters and leaflets, even going as far as to place them on milk cartons, to spread awareness with everyday objects, to build the realism rather than using tons of posters for the movie. The uncertainty regarding the validity of the film lead to the film being spread trough word of mouth, creating discussion of the movie, spreading information of it. The trailer was very simple, showing snippets of the movie but mostly leaving it up to the viewers imagination. They used synergy with a sci-fi network to create a partnership and make the realness of the movie more apparent due to the network presenting it as a mini-documentary. The movie label stayed on track with the marketing campaign, making sure to not advertise it through mainstream sources, in order to emphasize the low budget and quality of the movie.
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