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Chapter 1. Unreality: A Brief History of... > From Witches to Mind Control: The Im...

From Witches to Mind Control: The Immersive Marketing Connection

In the summer of 1999, fans of horror/thriller films began to take notice of advertisements for a new film entitled The Blair Witch Project. The film, as it was billed, was the true account of three college students who had decided to make a film based on the legend of a witch who lived in the woods of Burkittsville, Maryland. What was so intriguing (and frightening) about the film was not just that it was a “true story,” but that the film had been “found”—that is, the students had taken their cameras into the woods to film their documentary, and they were not heard from again. Three years later, footage of their expedition into the woods was discovered, which included segments of them preparing for their expedition and, very unsettlingly, their apparent final moments.

Given this was 1999 and use of the Web was commonplace, it was not surprising that a Web site was established to provide curious moviegoers with more information about this unnerving film. Figure 1.5 illustrates the home page of www.blairwitch.com.


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