Hollywood Online

Internet Movie Marketing Before and After The Blair Witch Project

Add to my list

by Ian London

Type

Studies

Subject

Economics

Keywords

marketing, internet, broadcast

Publishing date

2025 (October 30, 2025)

Publisher

Bloomsbury Academic

1st publishing

2024

Language

English

Relative size

Physical desc.

Paperback • 296 pages
6 x 9 inches (15 x 23 cm)

ISBN

978-1-5013-7444-9

User Ratings

(0 vote)

X

Average rating:

0	rating	= We can do without
0	rating	= Good book
0	rating	= Excellent book
0	rating	= Unique / a reference

Your rating: -

Book Presentation:
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.

About the Author:
Ian London is a film historian and holds a PhD in Film Marketing and Hollywood Cinema from Royal Holloway University of London, UK. His thesis examined the history of official movie websites in Hollywood's online film promotions.

Press Reviews:
"In this ground-breaking book Ian London offers a fresh perspective on the internet-driven promotional campaign for the found footage horror, Blair Witch Project that became as well known for its website, as for the film itself.

Taking this campaign as a benchmark, Hollywood Online provides the first book-length history of online film marketing and promotion since the advent of the internet. This book makes an important contribution to this emerging field of study and an essential addition to course reading lists in screen studies, media business, communication studies and advertising. A must-read for media students!" ―Kim Walden, Senior Lecturer in Film and TV, University of Hertfordshire, UK

See the publisher website: Bloomsbury Academic