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How ‘The Blair Witch Project’ revolutionized movie marketing - Los Angeles Times

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For as long as there have been movies, studio marketers have relentlessly pursued ways to get people to talk about them. Whether through grabby trailers, glowing reviews or the water-cooler recommendations of satisfied audiences, word of mouth was the engine that could organically turn a little-known film into a sleeper hit through the power of communal buzz. In the 1990s, the explosive growth of the internet promised to supercharge this engine into a high-speed, global force, extending the reach of movie marketing campaigns into uncharted corners of what was still being quaintly called “cyberspace.” But at a time when the concept of virality was still confined to infectious diseases, it took a low-budget, under-the-radar horror movie called “The Blair Witch Project” to wake up the industry to this new tool’s full revolutionary potential. The 1999 Project All year we’ll be marking the 25th anniversary of pop culture milestones that remade the world as we knew it then and created the wo

By Josh Rottenberg Staff Writer Follow Published July 30, 2024 Updated July 31, 2024 9:05 AM PT Share via Close extra sharing options Email Facebook X LinkedIn Threads Reddit WhatsApp Copy Link URL Copied! Print p]:text-cms-story-body-color-text clearfix max-w-170 mt-7.5 mb-10 mx-auto" data-dropcap-image data-subscriber-content> In the beginning was the Word — or, as they call it in Hollywood, word of mouth. For as long as there have been movies, studio marketers have relentlessly pursued ways to get people to talk about them. Whether through grabby trailers, glowing reviews or the water-coole

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