...Blair Witch was a genius experiment in filmmaking...
In terms of filmmaking, it was simply a new approach to making a low-budget movie. The real brilliance was the way they marketed it--put a little information in just the right places on the Internet, let the 'Net surfers "discover" it on their own, and build the "legend" on word-of-mouth.
Unfortunately, their marketing scheme was somewhat undone by two things. The first was a faux-documentary called
Curse of the Blair Witch that aired on the Sci-Fi Channel a few weeks before the movie was released in theaters that was supposed to explain the phenomenon that the three main characters in
The Blair Witch Project were researching. At the end of this phony documentary was the usual cast list, which proved that all of the allegedly "real" people were in fact fictional characters portrayed by actors. The second was an article that ran in the Los Angeles Times (and, I assume, other major newspapers throughout the country) the Monday before
The Blair Witch Project hit the theaters, which explained the marketing plan for the movie in great detail and mentioned in no uncertain terms that the movie was indeed a complete work of fiction. Of course, there were a lot of people who didn't see the faux-documentary or the newspaper article, and who completely bought the premise that the footage in the movie was real; there are still some people out there who think it's all true. In fact, a few people I worked with at the time were, in their words, "freaked out" by the movie until I told them it was fake. :lol