What pioneering marketing strategy helped The Blair Witch Project become one of the most profitable films in history?

In 1999, a low-budget independent horror film became one of the most profitable movies ever made, grossing nearly $250 million worldwide on a $60,000 budget. Its revolutionary marketing campaign changed how films could be promoted in the early internet era. Test your knowledge about this groundbreaking product marketing case study that film industry professionals still analyze today.

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Creating a false documentary about the 'real' Blair Witch and airing it on major networks before the film's release
Promoting it as 'found footage' from missing student filmmakers and building an elaborate online mythology before social media existed
Using A-list celebrities in cameo appearances who promoted the film for free on talk shows
Releasing the entire film for free online and generating revenue exclusively through merchandise sales