![]() ![]() The studio released a new trailer online, changed the film’s page on the Internet Movie Database, made over its Comic-Con booth and unveiled a new website and internet banner ads. ![]() ![]() Character names and details were changed in shooting scripts to prevent association with the “Blair Witch” world.Īs the movie began to play on Friday night, Lionsgate marketers switched out the fake campaign for the real one. Everyone working on the film had to sign a nondisclosure agreement. Lionsgate is betting that the payoff will come at the box office in September, with moviegoers drawn to the film because it feels both new and nostalgic - in other words, not just another tired sequel.įirst, the studio kept the sequel a secret by referring to it throughout a two-year development and production process only as “The Woods.” Actors were given fake scripts at auditions. (There were two “Blair Witch” movies, released in 19.) But Lionsgate’s tactics in this instance were unorthodox. There is nothing unusual about a studio trying to dust off an old franchise. SAN DIEGO - The film was scary, but that’s not why people at a sneak peek screening of a new horror movie called “The Woods” here on Friday night were screaming: In a master stroke of stunt marketing, it turned out that “The Woods” was not “The Woods” at all, but a top-secret Lionsgate sequel to “The Blair Witch Project.” ![]()
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