Word: artisanal
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...Julia Roberts comedy hit Runaway Bride, which played in nearly three times as many venues. It is likely to have the highest percentage of profit in film history. Its astounding success has made indie-film heroes of its directors, Daniel Myrick and Eduardo Sanchez. And the marketers at Artisan Entertainment, who built fervid want-see for the film through cunning use of the Internet, have been credited with revolutionizing the way films are sold...
...product was eccentric, so was the peddling, what Artisan co-president Amir Malin calls "guerrilla marketing tactics." Blair Witch's creative team, known as Haxan Films, hustled the movie's clips onto John Pierson's Split Screen cable show, premiered its trailer on the insider Ain't It Cool News website and launched its own site, www.blairwitch.com which, on an eventual investment of $15,000, had racked up 75 million hits by week's end. If Artisan can create an avid audience on cable and in cyberspace, why is Fox or Warner Bros. spending tens of millions advertising...
...biggest Blair Witch shock has been felt by the movie's directors. "When we did the film," Sanchez says, "we hoped for a video or cable deal. When Artisan told us the film would be released in theaters, we were thinking, 'Man, if we make $10 million, it'd be a dream come true. But to do $29 million in one weekend was so beyond our comprehension. If anyone had said that a year ago, we would have had him committed...
...book and, yes, the CD of songs found in the tape deck of Josh's car. Now fess up, that's stretching synergy. But everything has worked so far for the good-guy directors, who sounded most excited about a wager they'd just collected on. They'd bet Artisan that if Blair Witch did $10 million, they'd get a new Foosball table. It arrived in Orlando this week...
...woods, does anybody hear it? When movie buyers first saw The Blair Witch Project at January's Sundance Film Festival, the silence from bidders was deafening. Some bored viewers even walked out during the premiere; others were too afraid to walk home afterward. The acquisitions team of independent studio Artisan Entertainment also felt divided, but figured the cheapo horror flick had at least enough potential to justify an offer of $1.1 million for worldwide rights. With U.S. box office now climbing toward $100 million, it may have been the smartest deal since Peter Minuit bought Manhattan for a handful...