#5 The Blair Witch Project

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Everyone wants to go viral. But at what cost?

With Halloween around the corner, the Marketing Pop team takes a look back at the film that started it all, The Blair Witch Project.

What originated as a student film project with a sparse budget exploded into a worldwide sensation and one of the most profitable movies of all time in terms of sheer ROI.

How’d they do it?

A little resourceful marketing and fervent commitment to realism, playing up to the “based on a true story” narrative at a time when the internet dawdled in its infancy.

Although the movie forever changed the advertising landscape throughout pop culture, the price of eternal fame and glory didn’t come without its share of backlash…