Even if you’ve never seen The Blair Witch Project, you’ve undoubtedly heard of it. That viral movie sensation before viral was a well-used word; the film that successfully used the Internet and an innovative marketing strategy to become, up to that point, the most profitable film of all time. So, does the movie live up to the hype? Well, yes and no.
The film either reinvented or revitalized, depending on your wording, the “found footage” documentary style film that so many movies nowadays seem to want to copy in order to get their own slice of the pie, not realizing that it wasn’t just the style of the movie that made Blair Witch so popular. It was mostly the extensive marketing, but the film itself had to live up to the massive hype in order to be so successful. Well, okay, no it didn’t, and the film itself really doesn’t, but it does have some effective moments; mostly thanks to the natural acting that resulted from the lack of a defined script, allowing the actors to make their own dialogue and reactions to the various situations thrown at them.
This is in all likelihood on the list because of its hugely successful marketing blitz, which paved the way for future viral marketing campaigns to attempt to do what this film did so well. The movie itself is okay, nothing more and nothing less. Of course, there’s the now notorious ending, which will leave you scratching your head wondering if the film was even worth it, and in many ways, it really isn’t, but the film at least succeeds even marginally at what it tries to do, so there’s that at the very least.
Arbitrary Rating: 7/10