There are certain films that become impossible to forget, and The Blair Witch Project is one of them. Made on a shoestring budget and shot in a raw, improvised “found footage” style by its three lead actors (using their real names), the movie follows three student filmmakers lost in the woods while investigating a local legend.
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When it premiered, the marketing reinforced the illusion of reality. The studio created a fake documentary website, “missing-person” posters, and even listed the actors as deceased on websites like IMDb — some people truly believed the events onscreen were real. It’s even considered one of the first viral online marketing campaigns.
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“My obituary was published when I was 24,” said lead actor Rei Hance (formerly Heather Donohue). “It’s a complicated thing to be dead when you’re still very much alive and eager to make a name for yourself… I was the girl. The girl from The Blair Witch Project. The first line of my obituary.”The film’s marketing gamble paid off: On a budget of just a few tens of thousands of dollars, the film grossed about $249 million worldwide.
But for the actors — Rei Hance (formerly Heather Donohue), Joshua Leonard, and Michael C. Williams — the success was hollow. They were paid a small lump sum (reports suggest about $500 a week) and were given token gestures like a fruit basket when the movie hit major milestones.
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Because of the film’s insistence on realism, the actors spent months in hiding to maintain the hoax; afterward, casting directors often refused to hire them because they were “playing themselves” — effectively ruining their chances at building real careers.After recently rewatching the movie on Netflix, I came across a Reddit thread where people shared their experiences watching The Blair Witch Project in theaters for the first time, and it really feels like a piece of horror history was created with this revolutionary film. Here’s what people had to say:
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Note: Responses have been edited and condensed for clarity.
1. “It was the first time I was GENUINELY AFRAID in a movie theater. Jump scares and extreme gore never evoke a sense of fear in me. But the wailing of their missing friend in the dark of the night? THAT was fucking scary. Left with a very satisfying amount of heebie jeebies!!”
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“Also, keep in mind: No one had ever uttered the word ‘selfie.’ We didn’t have a culture where people recorded themselves in this way. New camcorders started to come with flip-around screens. But you used them to film the whole family opening gifts at Christmas. Not talking head influencer content. So the snotty-nosed crying into the camera stuff felt like the instinct of a terrified person trying to make sure their story got told.
There were no YouTube pranksters desensitizing us and making us all suspicious of the actions of a person holding or interacting with a camera.”
2. “We went to a midnight preview showing a week before it released and fully believed the found footage story. Fucking terrifying.”
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3. “I saw it at an advanced screening in Philly — it was a summer day. My roommate and I watched the movie, and then exited the theater. I still remember we walked out of the dark theater into the hot summer air, and the hairs on our arms were still standing straight up.”
“The next day, while he was at work, I took a coat rack and stuck it in the corner of his bedroom, and put a coat and a hat on it. When he came home, he was scared to death.”
4. “I was 19. Thought it was a decent movie, but not life changing….until the next morning, when I had to walk through a dark trail on my way to work! I won’t say I ran, but a light shuffle or slow jog felt appropriate at the time. 🤣”
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5. “Sounds like my wife and I, then in our late 20s. We saw the movie, liked it, then the next day we went for a walk in the woods in the evening, got about 100 yards in, and my wife and I looked at each other and said, ‘Let’s go back to the car.'”
6. “I had a similar experience. I was living in the mountains when I saw it in the theater. It didn’t scare me like I wanted it to, and I was a bit disappointed.”
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“Cut to the next night, and I’m chilling on this little hill across from my house, having some beers with a friend. He got up to go down the long stairs into my house to use the bathroom, and I stayed up there waiting for him to get back. I was lost in thought until I heard a branch snap in the redwood forest behind me. Suddenly, the feeling I was missing in the movie came flooding in, and I got scared as shit and booked it down the stairs to my house. I wouldn’t have been scared if I hadn’t just seen Blair Witch the night before, so I guess I got my money’s worth in the end. Also, my friend had a good laugh while making fun of me, lol.”
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7. “I look back on it now and I see it as brilliant filmmaking; they managed to make it engaging on such a limited budget. The night I watched it, it was like 5/10. Just a boys’ night at the cheap theater. Those morning walks in the dark felt different for a few weeks after, though! A little extra pep in my step!”
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8. “I was a teen and lived in some pretty remote places in Canada, so I already knew how unsettling the deep forest can be at night.”
“They perfectly captured how much scarier your imagination can make things when you let it run wild. The giggling children in the darkness after hearing the tales from the old people in town, then the following night, the wailing of their missing friend. You could feel their hunger, cold, misery, and terror.
Even the final scene in the abandoned house…you never see anything. Have you ever come across an abandoned building unexpectedly in the dark? Truly in the dark. Windows and doors are flat, two-dimensional blackness, and it invites terror without any help.
I’m much, much older these days, and not much inspires terror anymore. But that movie was a true experience!”
9. “The film was okay, but not special. However, the promotion stuff online was the thing that sold it. It was the first film to really use the internet to create a backstory. That meant for most people they didn’t know whether lines between fiction and non-fiction lay.”
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10. “That movie was a unique experience for me. Up to the final 60 seconds, I thought it was pretty mediocre. Some scary moments, but otherwise a whole lot of slow burn with little payoff. The last minute of footage culminating in the final shot was like placing a capstone at the top of an archway to complete its construction. It really tied the entire film together.”
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11. “I was in sixth grade and obsessed with the promo stuff. I couldn’t tell if it was real or not, and I was just so absolutely psyched about it. The film was meh when I saw it.”
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“You can never do that again, though. It’s over. They did it. It was the perfect time for this kind of thing. At this time, it was pretty rare for people to have access to the internet. I think the stat is around 30% of homes had a computer, and fewer had internet capable of this kind of thing.
All in all, the coolest part was that they pulled this incredible trick at almost the only point you possibly could. Perfect timing of so many things all at once. Jason Pargin has a great video about it.”
12. “My dad took my little brother and me the night before we went camping. I was 17, and he was 13. It scared the shit out of us! Especially my little brother. Camping was a mindfuck.”
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13. “It was in theaters at the same time as The Haunting, the 1999 version with Liam Neeson and a lot of CG ghost stuff.”
“Blair Witch was genuinely scary. I remember speaking with someone outside the theater who thought it was dumb compared to The Haunting.
‘Haunting was cool. Cool ghosts, cool effects. This one was a bunch of idiots running around in a damn forest.’
Screw that noise. Nobody remembers the fucking 1999 Haunting. Blair Witch was a monument to creeping dread, not a series of ritualized, predictable jump scares cranked out of a studio factory.
Now I’m mad.”
14. “‘I watched the scariest documentary ever made.’ That’s what I thought.”
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15. “I saw a leaked copy off of a newsgroup server. This was around 1998 or 1999, I think. All we knew (college roommates) was that the footage was found and someone edited it into a documentary.”
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“This leaked copy may have been an example of early viral marketing? We watched it on a computer (probably QuickTime). Anyway, we thought it was real; the Internet was nothing like it is today, and we genuinely thought it was real. It wasn’t until we started hearing about the upcoming release and seeing all the online ‘backstory’ that we realized it was probably fiction — but up until that point, we were scared shitless.
Downloaded it in 15mb parts and used Stuffit Expander (I think) to put the avi or mov file back together.
I feel old now.”
16. “I actually saw it on bootleg VHS, almost a year before it was in theaters. My roommate’s boyfriend brought it over and told us it was ‘found footage’ from a real missing persons case, and that it had been edited together sequentially by the Maine state police at the request of the parents of the missing teens. There was no title or credits; it just went to static after the jump scare at the end.”
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“Scared the ever-loving shit out of me and my roommates until we found out it was a regular movie, which I think was the following day.”
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