![]() ![]() I encourage anyone interested in their marketing campaign to look it up on or on Wikipedia. It opened the door for subsequent films of the genre, like Cloverfield. The marketing strategy that the producers employed might seem standard today, but back then, advertising the events of the film as real, documented occurrences and using other mediums such as television or posters to blur the boundaries between fiction and reality was an innovative – and ultimately very successful – strategy. The marketing campaign for the film was also ingenious. If we look at The Blair Witch Project in that light, it is a seriously effective horror film: Strikingly original, naturalistic, unpredictable and, yes, very scary. ![]() Leaving the rest to the audience’s imagination is a wonderful tool that intelligent filmmakers know how to properly exploit. By merely suggesting what lurks beyond the lens of the camera, the filmmakers show great skill. Also, the thing that scares us the most is not what’s on screen, but rather what isn’t shown. Smart filmmakers know this, and don’t resort to cheesy, bloody and sensationalist gore. ![]() Like Hitchcock once advocated, the fear is created in the anticipation rather than the surprise itself. A great horror film never relies on special effects, blood or gore to create its scares. ![]()
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