The film managed to do so much with so little, and it also introduced one of the first viral marketing campaigns, gaining a following before it even hit theaters.

Part of what made The Blair Witch Project so groundbreaking is that you never see the actual Blair Witch, and the filmmakers didn't use special effects to scare audiences instead they had genuine reactions from a cast that didn't know what awaited them in the woods. Williams played fictionalized versions of themselves, heading out to the Maryland woods to film a documentary about the legend of the Blair Witch. In one of the most intense filmmaking experiences imaginable, actors Heather Donahue, Joshua Leonard, and Michael C. Sanchez and Myrick had to find actors who were quick on their feet, because although the duo had written a very detailed outline of the script, the dialogue would be almost entirely improvised.

Though Sanchez and Myrick first came up for the concept as film students at the University of Central Florida in 1991, they put their plans into action in 1996, and due to funding issues, they didn't start casting the film until 1997. The movie was the most-talked about horror movie of the season, but it took years to become a reality. Just hours after the midnight screening, the two young directors sold the film to Artisan Entertainment for $1.1 million. Made with a budget of only $60,000, the film premiered at Sundance in 1999.

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