"Paranormal Activity" taps viral playbook for big box office

10/12/2009 | Advertising Age (tiered subscription model)

The breakout box-office success of horror film "Paranormal Activity," which had a budget of $15,000, is partly due to a combination of low-cost viral buzz techniques used to great effect for "The Blair Witch Project." Marketers at Paramount/Dreamworks also tapped Eventful, a user-generated site that allows fans to "demand" that a movie be shown in a particular location.

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