ABSTRACT
On 1 April 1999 Artisan relaunched The Blair Witch Project website with a host of new material, including material presented as out-takes from ‘discovered’ film footage, police reports, the ‘back story’ on missing film students and a mythological history of the Blair Witch legend. Instead of premiering trailers on TV or in theatres, Artisan trailered on the ‘Ain’t It Cool News’ website, and sent out The Blair Witch Project screensavers to more than 2,000 journalists.
