Paranormal activity and The Blair Witch Project

Paranormal activity:
Production:

• House prepared for a year and re-designed to be filmed in.
• Shot on a hand-held camera.
• Actors not given scripts, they were retroscripting, knowing the outline of the story.

Distribution:

• Sent to horror film festivals where it impressed
• Tested in cinemas where people walked out due to fear
• Paramount bought the company who'd acquired rights to distribute the film and sent it out to a wider market

Marketing:

• After being shown at festivals, people were asked to vote where it would next be shown
• The more votes on the website, the further wide it was shown. 

Exhibited:

• Film festivals-directly at target audience
• Small number of cinemas where tagret audience were situated
• Voted places
• Nationwide (USA)
• Global

The Blair Witch Project:
Production:

• Advertising in a magazine where improvisational actors were requested-a magazine they'd read.
• Stooges unknown to cast and general public featured in the film
• Actors deprived of food

Distribution:

• Three universities funded distribution and Artisan bought the film and sold it
• Screened at a film festival then screened wordlwide

Marketing:

• Suggested as a real event over the internet