Hollywood Online
Internet Movie Marketing Before and After The Blair Witch Project
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Product details:
- Publisher Bloomsbury Academic
- Date of Publication 30 October 2025
- Number of Volumes Paperback
- ISBN 9781501374449
- Binding Paperback
- No. of pages pages
- Size 228x152 mm
- Language English 700
Categories
Long description:
Hollywood Online provides a historical account of motion picture websites from 1993 to 2008 and their marketing function as industrial advertisements for video and other media in the digital age.
The Blair Witch Project is the most important example of online film promotion in cinema history. Over the last thirty years only a small number of major and independent distributors have converted internet-created buzz into box-office revenues with similar levels of success. Yet readings of how the film's internet campaign broke new ground in the summer of 1999 tend to minimize, overlook or ignore the significance of other online film promotions. Similarly, claims that Blair initiated a cycle of imitators have been repeated in film publications and academic studies for more than two decades.
This book challenges three major narratives in studies about online film marketing: Hollywood's major studios and independents had no significant relationship to the internet in the 1990s; online film promotions only took off after 1999 because of Blair; and Hollywood cashed-in by initiating a cycle of imitators and scaling up corporate activities online. Hollywood Online tests these assumptions by exploring internet marketing up to and including the film's success online (Pre-Blair, 1993-9), then by examining the period immediately after Blair (Post-Blair, 2000-8) which broadly coincides with the rise and decline of DVD, as well as the emergence of the social media sites MySpace, Facebook and Twitter.
Table of Contents:
Acknowledgements
Introduction: 'This Is My Home'
Part I: 'The Pre-Blair Era'
1. 'Boot Up or Shut Up!': The First Cycle of Online Film Promotions, 1993-5
2. Commerce and Artistry: The Second Cycle of Online Film Promotions, 1996-9
3. Corporate Control and Ownership: Science-Fiction and Horror Film Websites in the Pre-Blair Era, 1996-9
4. 'In October of 1994 . . .': The Blair Witch Project
Part II: 'The Post-Blair Era'
5. Rebelling Against the Status Quo: Reevaluating The Blair Witch Project's Impact on Hollywood Promotions
6. 'Power Can be Held in the Smallest of Things': The Lord of the Rings Trilogy Online
7. Hollywood Exports: Film Websites in the Era of Globalization
8. 'Think Before You Click': Social Media and the Impact of Web 2.0 Technologies on Hollywood Practices, 2000-8
Afterword: There's Something Evil Hiding in the Woods
Bibliography
Appendix
