How 'The Blair Witch Project' creates a campaign (Part 1)

TBW poster mainly black which is a convention. Black connotes darkness and death so it will foreshadow that there will be some deaths. We could use this in our products as well. Also since there are binary opposites in the poster. For example the lighting comes from the top and also the bottom, however the lighting at the top is natural lighting which hits the trees to show us that the movie is set in a forest or wherever they are. The lighting at the bottom is artificial lighting because it is obvious it is from a torch that he is holding from the bottom. Since he is holding it from the bottom it could connote that he is scared to move to even shift it at a better angle. As only the top half of this person’s head is showing we can guess that perhaps he is trying to hide. We don’t know if this person is a man or a woman, but maybe it is a woman. One more thing on the lighting, the light brings out the colour of the person’s eyes which is like a green or grey colour. It’s the only thing that is bright in the poster, other than the red and white text, which connotes that since this is a quote “project” then this must be a bright student who is going on this investigation. The light is only really hitting mainly the right side of his eye which connotes that they have managed to collect their evidence sufficient for their project, or as the poster proposes that someone has found their evidence, because in the middle in white text it says “a year later their footage was found”.

Not sure what the red star represents near the top middle for the poster but I guess this creates an enigma code for the audience to watch it and find out. Instead of looking at it as a star maybe it could be like a little childish drawing of a red person? But I don’t know… also the only other red thing on the poster is the websites listed right at the bottom, which could connote that if this is real, the people can go on the websites to look at it for more information.

The poster has like a little short blurb on it / plotline in this case which gives the audience some idea of what the movie is going to be abou.t ultimately they would have to watch the movie in order to find out exactly what went on, because from the poster, all they know is that some students went in the woods to shoot a documentary.

Credits and logos in white at the bottom. Everything has the same font on it which looks like Times New Roman font but then again it could be something similar, as if the producers wanted this to make it come out like a news story.