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Blair Witch is a very good horror film, and the marketing was pure genius (more so than the film). it's amazing that they auditioned nearly 1000 actors before choosing the leads which did a great job.
It's also interesting that a year before Blair Witch another guy made a similar film called "The Last Broadcast" which in some ways is far better than Blair Witch.
Unfortunately he lacked the marketing skills to propel it like BWP.
I'll probably check out Apollo 18 when its on DVD.
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