Ad Tech Companies Are Testing New Formats Like Virtual Reality and 360 Video

Lionsgate and Hong Kong Airlines experiment

Seventeen years ago, The Blair Witch Project revolutionized movie marketing by turning an indie horror film into a blockbuster with a low-budget viral campaign. Now, just ahead of the third installment of the franchise on Sept. 16, Lionsgate wants to conjure some of the same promotional magic with an edgy VR trailer that will immerses fans in 90 seconds of intrigue and terror.

@martyswant Marty Swant is a former technology staff writer for Adweek.