How 'The Blair Witch Project' creates a campaign (Part 2)

The trailer starts off with the logo of the production team 'Artisan entertainment'. Suddenly a woman is talking to us as if she is about to die. From this the audience can tell that the trailer is for a horror movie.  She is crying and breathing really heavily which usually happens in a psychological horror movie; this makes it a sort of convention. The screen is still black which connotes darkness and death, so people are definitely being killed in this movie. The woman is whispering which connotes that if she speaks loudly, then the thing she is hiding from will find her and kill her. The fact that she is apologising to her mother connotes that she's on her deathbed as she knows she will be killed eventually and there's no hope for survival. She says that this was her project in and that it's all her fault, which connotes that there were other people with her when she decided to carry out this project. The woman's voice stops and white text appears, giving information to the target audience to understand what the project and movie is about.


Footage in black and white appears of a high angle, handheld shot of someone holding the camera. It looks like the autumn season as all the leaves are on the ground. There is a voiceover of a man from the news trying tell people about what they have discovered. It dissolved into a low angle shot of the trees with a woman's voice from the news. This connotes that they were on earth before (their souls, as they show the ground full of leaves) and now that they have died and may have gone to Heaven, which is a common belief for many religions.
The voice is back to the male in the news report but there a clips dissolving and fading in, one after the other of the evidence that they found in the woods / forest. They found cameras, books and more and it looks like they are displaying it for people to see the history of this great project. This allows the audience to feel anticipation to watch the film and think that if there really was a museum for this, then they would go and see the evidence.
The trailer ends with a woman saying that she is 'so scared' and she is crying, as if she is about to die. There is screaming and then the camera follows someone running through the woods / forest through a handheld shot. This creates realism and a sense of fear.