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A new horror film much like The Blair Witch Project is hitting theaters this month, and is depending on a marketing model very different than that of the traditional Hollywood blockbuster. Paranormal Activity, about a married couple who set up cameras in their house to catch suspected poltergeist activity on film, hits only a handful of theaters at first, but is directing viewers – and internet users – to a website to encourage studio bigwigs to give it  wider release. The film, according to The Los Angeles Times, was made for just $15,000, and received strong praise from Dreamworks exec Steven Spielberg. With no big stars acting in the film, the studio is said to be relying almost entirely on the word of mouth to market the movie that is supposedly amazing in theaters, but a little disappointing on home television screens.

To see the movie trailer – which itself is getting praised by those in the advertising industry – watch the following video:

Discussion Questions:

1.  Why would a movie studio rely almost entirely on word of mouth to market a film, even if they had money to invest in an advertising campaign?

2.  Why would promoters for Paranormal Activity choose major college towns for its limited release?

3.  How does the movie trailer for Paranormal Activity function persuasively?  In other words, what is so strategic about showing an audience from a movie screening in the trailer?