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Filmmakers’ strategy puts the Internet in the starring role.
The mythmakers of Hollywood are supposed to be the masters of illusion. But it took a “mockumentary” with no budget and no backing from big-name studios–but a killer Web site–to show them what mythmaking and smart marketing really is all about.
Heard the joke about the two filmmakers who went into the woods with three unknown actors and a couple of hand-held cameras–and came out with $140 million in box office plus an ongoing horror franchise complete with sequels, videos, licensed merchandise and even comic books? We bet you have.
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