Some of the Best Movie Campaigns—From Blair Witch to Hunger
Games | Adweek   Technology and social media give Hollywood ads
real star power  While women are a tough sell to the masses,
horror is a relative layup. But that hasn’t stopped the genre
from giving way to some of the coolest innovations in movie
promotion. One film in particular leveraged the Internet like
never before. In July 1999, three student filmmakers made The
Blair Witch Project, introducing the found-footage concept to
the public (or at least becoming the first to successfully
employ it—unlike 1980’s Cannibal Holocaust). Made for a reported
$60,000 and eventually grossing $250 million worldwide, Blair
Witch completely rewrote the rules while employing the most
basic of marketing tactics: an original idea + one website +
strong reception at Sundance = a $1 million studio acquisition +
massive buzz. On opening weekend, Artisan, the distributor,
bought a full-page trade ad. While hardly uncommon, the
promotion was unlike any before it. Instead