It could never happen again, though (the makers of A Cure for Wellness were forced to apologise for creating bogus online stories to promote the film). Horror is traditionally about confronting our darkest fears but Blair Witch doesn’t really do that instead, it shows us other people confronting theirs. What it did have, which often goes unremarked upon, was totally convincing actors. It is still one of the most delectably scary movies out there, and its ingenious premise required it to break all the rules: no script, no jump scares, no music, no professional crew, no special effects, not even any witches. And it worked: many early cinemagoers thought the film was a documentary.
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