As March 1994 drew to a close, “missing person” posters suddenly appeared in various major North American cities.
Simultaneously, several newspapers and magazines under the News Corporation banner almost simultaneously published stories seeking three missing college students, claiming their families were very worried.
At the same time, Fox Television received an anonymous package containing a videotape and a notebook. The notebook contained a shocking story: three film students had gone missing in the forests near Burkittsville, Maryland. After days of searching, the rescue team found only some of their belongings and a damaged camera.
The damaged camera had only a few salvageable fragments of footage, which were sent to Fox Television in hopes they would help find the missing students. The story went that the students were searching for the legend of the Blair Witch when they mysteriously disappeared.
The combination of the videotape and the numerous “missing person” posters in newspapers and magazines made Fox Television staff suspicious; it seemed too coincidental. Nevertheless, the Fox executives believed the videotape had great broadcast value and quickly ordered a special program to air it.
The quick response from the executives raised some eyebrows among the employees. However, television loves sensational stories, and nothing generates interest like controversy. Besides, the footage on the tape was quite compelling.
The legend of the witch is widespread throughout the Western world, particularly in some small towns on the East Coast of the United States, where tales of witches are relatively common. In short, there was a broad market for witch stories in North America.
The authenticity of the footage was not their concern; it was an executive decision. As for any potential issues arising from airing it, the staff noted that the three students seemed a bit suspicious, and considering the relationship between Fox Television and 20th Century Fox, a conclusion was easily drawn.
The next night, Fox Television aired the footage during a popular show.
“Recently, we discovered an unbelievable videotape. It appears to show three missing college students and their belongings. After thorough investigation, our team has pieced together the story.”
“It is said that these three students went to investigate the legend of the Blair Witch during their vacation and subsequently disappeared, leaving only some of their belongings behind.”
“Unfortunately, the camera was severely damaged, and only a small segment of footage could be restored. The remaining footage is still under emergency repair.”
After this introduction, the screen switched to shaky camera footage.
“In October 1993, three film students went missing in the forests near Burkittsville, Maryland. They were making a documentary about the local legend of the Blair Witch. Months later, their backpacks were found containing audio tapes, a Hi-8 camera, and a 16mm camera, which documented their final journey.”
The footage was only four or five minutes long but clearly showed the students searching for the Blair Witch.
“So, I want to ask, it’s been six months since the students went missing, why has the rescue team been unresponsive? Is it incompetence or indifference?” the host’s tone suddenly became very agitated.
The host continued to criticize the government departments for their incompetence and called on viewers to provide valuable clues.
The audience was quickly abuzz with discussion.
“Oh my God, could it be that witches really exist?”
“I sincerely hope they are safe.”
“Damn rescue team, they are committing a crime.”
“We must take action and not let these students disappear without a trace.”
“That’s right, we should organize a protest to pressure the authorities.”
With the broadcast from Fox Television, and additional promotion from News Corporation’s newspapers and magazines, the story of the three missing students and the Blair Witch became the hottest topic in North America within days.
For this marketing campaign, 20th Century Fox put in a lot of effort, with News Corporation’s media outlets sparing no expense in promoting it. The topic spread throughout North America, even prompting some charitable organizations to post “missing person” notices voluntarily.
The advertising budget alone was several million dollars. Fortunately, from here on, 20th Century Fox’s distribution department only needed to steer the narrative slightly, occasionally releasing some true or false information, and the rest of the work would be done by countless media outlets eager to report on the story.
At the Fox building, in the 20th Century Fox distribution department, Collette Singer looked at the data in her hand with an expression of disbelief.
“It seems our promotional plan has been incredibly successful. It’s unbelievable.”
“Moving forward, we can’t afford to relax. Everyone in the distribution department needs to stay active. We need to plaster ‘missing person’ posters in every densely populated area in North America.”
“And by the way, can Fox Television replay the footage a few more times?”
A staff member responded, “Fox Television has already replayed it four times, with at least five million viewers. Unless we have new footage, it will be hard to attract more viewers by repeating the same clip.”
“Then get someone to edit another short segment,” Collette Singer said firmly.
Perhaps when the film is released, he will be promoted to head of the distribution department, rather than just a manager.
“Okay, I’ll handle it,” the staff member said before standing up and quickly leaving the conference room.
In any country, the credibility of television is extremely high.
“So far, many people believe the story. Even my son’s friends are convinced.”
“There are also many university students forming search teams. The disappearance of the three students and the Blair Witch have become the hottest topics in North America.”
“However, if the truth comes out, it could be equally disastrous.”
Collette Singer wasn’t worried. “I’ve already arranged with Helen, the agent for the actors in the film, that all those involved are now relaxing in a country in central Africa. When the film is released and the truth eventually comes out, we can bring the actors back to face the media and fans.”
The cost of sending the actors to Africa was covered by 20th Century Fox, with Helen not spending a dime. Yet, he still had to agree to it.
“Also, we need to downplay the director and lead actress’s involvement.”
Downplaying the director and lead actress! Everyone nodded in agreement.
“As for the film’s release, it must be out by April 1st. We need to negotiate with the major theater chains to secure at least 1,200 screens.”
Collette Singer knew the buzz wouldn’t last long. The film needed to be released quickly, and the more theaters, the better.
“This might be challenging. The theater chains prefer a cautious approach, starting with a limited release,” the person responsible for negotiating with the theaters said.
“Then expedite the limited release. If the initial box office is promising, immediately contact theaters in all English-speaking countries to synchronize the release.”
“Keep the promotion going. Besides Fox Television, contact other national TV networks. Don’t miss any opportunity to promote.”
“Before the film’s release, ensure secrecy. All involved must sign confidentiality agreements.”
Collette Singer emphasized the importance of secrecy. Even some higher-ups at 20th Century Fox were unaware of the details. The closer it got to the release, the more crucial secrecy became to entice curious viewers into theaters.
Of course, the truth would eventually come out, revealing it was all a marketing ploy. But the initial box office revenue would be impressive enough, making long-term screenings unnecessary.