In 1999, the minds behind The Blair Witch Project used the still young internet to promote the movie in a previously unimagined way. They built websites that fed into the idea that the found footage film was a real documentary, and they did such a good job that for quite a while a not insignificant number of people honestly thought The Blair Witch Project was a real documentary. After that, other movies, and even some TV shows, would try to do similar things, but it never really worked. For a while, it seemed like being able to use the internet to turn your movie into a massive must-see was a one-time thing. Then LOST came along.
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