Produced, Distributed, Marketed and Exhibited: The Blair Witch Project

The Blair Witch Project
Production
The Blair Witch Project was developed in 1994 by the filmmakers. The script began with a 68 page outline, with the dialogue to be improvised. Accordingly, the directors advertised in Back Stage magazine for actors with strong improvisational abilities. There was a very informal improvisational audition process to narrow the pool of 2,000 actors. In developing the mythology behind the movie, the filmmakers used many inspirations. Several character names are near-anagrams; Elly Kedward (The Blair Witch) is Edward Kelley, a 16th century mystic. Rustin Parr, the fictional 1940s child-murderer, began as an anagram for Rasputin. In talks with investors, they presented an eight-minute documentary along with newspapers and news footage. This documentary, originally called The Blair Witch Project: The Story of Black Hills Disappearances was produced by Haxan Films.
Distribution
The distribution strategy for The Blair Witch Project was created and implemented by Artisan studio executive Steven Rothenberg. The movie was positively received by critics and went on to gross over US$248 million worldwide, making it one of the most successful independent films of all time. The DVD was released in December 1999 and presented only in full screen.
Marketing
Artisan acquired the film for US$1.1 million but spent US$25 million to market it. The actors signed a "small" agreement to receive some of the profits from the film's release.
Exhibited
Box office $248,639,099