Debra Goldman's Consumer Republic

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Blair Witch’s fame rests on keeping reality at bay
Last weekend, when The Blair Witch Project opened in 500 more theaters, the slow-build marketing strategy that is the envy of Hollywood came to its triumphant conclusion.
What began last year as a handful of bits and bytes of insider cybergossip is now in the ticket-buying hands of the masses. Primed by many months of hearing about the “found” footage of three filmmakers who went into the Maryland woods to document a legend about a witch and were never seen again (think Hansel and Gretel with a camcorder and the F-word), half the audience will come out of the theater wondering what all the fuss is about.

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