'Blair Witch' casts its spell

Maiese, Nicholas
March 2000
Advertising Age;3/20/2000, Vol. 71 Issue 12, special section ps8
Trade Publication
This article examines the success of the release of the motion picture The Blair Witch Project. Artisan Pictures bought the film for $1.1 million at the Sundance Film Festival in January 1999. The studio hoped the film would be a hit, but knew it could not allot a big budget to support it. Lacking the budget, the team set out to create an interactive campaign that would reach a core target and seed awareness slowly though curiosity and word-of-mouth. The campaign was led by Amorette Jones, executive vice president of worldwide marketing for Artisan Pictures, with John Hegeman, president of worldwide marketing. Jones suggests that success depends on understanding the target consumers and providing access to what they like. She used her background in the music industry to create a grass-roots campaign that would attract the 18- to 35-year old market.


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