The Blair Witch Project, released in 1999, is often hailed as one of the most successful independent films of all time. With a budget of just $60,000, it grossed nearly $250 million, over 4,000 times it's budget! It made waves in the film industry through its innovative marketing approach. The film's viral success is largely attributed to its website, which played a pivotal role in creating one of the most effective "word of mouth" campaigns ever seen.
The Power of a Story-Driven Website - The Blair Witch Project
At the core of the film's marketing was its website, which was instrumental in blurring the lines between reality and fiction. The website capitalised on the emerging internet culture of the late 1990s, a time when people were just beginning to explore the web as a source of information.
Artisan Entertainment, which acquired the distribution rights to The Blair Witch Project, saw the potential of using the web to build intrigue and get people talking.
The website was designed to look homemade, much like the film itself. It contained fictional police reports, interviews with the "families" of the missing filmmakers, and information about the legend of the Blair Witch. By making it seem as though the movie was based on real events, the website sparked a massive debate: Was this film real, or was it a cleverly constructed hoax?
This approach worked remarkably well because it didn’t try to "sell" the movie. Instead, it provided additional layers to the story, allowing people to immerse themselves in the mythology of the Blair Witch. The mysterious nature of the website left audiences questioning the reality of the story, creating a buzz that fuelled the film's marketing.
Key Website Tactics
Fictional Police Reports and Missing Person Posters: The website featured information that made it seem like the events in the movie were real. Missing person posters were circulated for the filmmakers, and fake police reports were posted online to further the illusion. This tactic fed the film's word-of-mouth marketing by encouraging viewers to share the "evidence" with others.
Homemade, Low-Budget Design: To complement the found-footage style of the film, the website looked homemade and low-budget. This aesthetic added authenticity and aligned with the film’s creative direction. Audiences felt as though they had stumbled upon something eerie and real.
Constant Updates and Additions: The marketing team continuously updated the website with new stories and footage, keeping the mystery alive. This technique drove repeat visits and kept audiences engaged in the lead-up to the movie’s release. The updates created a sense of ongoing discovery, encouraging viewers to return to the site to uncover new information.
The Role of Chat Rooms and Online Forums
In the late 1990s, chat rooms and message boards were some of the most popular spaces on the internet. The Blair Witch Project marketing team cleverly infiltrated these forums, posing as regular users. They planted discu