Paramount Pictures' Paranormal Activity took a page from the marketing playbook of another independent horror film, 1999's Blair Witch Project. Rather than traditional advertising, Paranormal Activityfocused on Facebook, Twitter, and other online outlets to build buzz. Eventful.com also hosted a vote for the public, where one million votes meant Paranormal Activity would be released nationwide. The movie hit one million votes on Friday.
“In this era of the 10,000-print release, the idea that there's a movie out there that you can't get into — that created even more interest,” Rob Moore, Paramount's vice chairman, told the Los Angeles Times. “It's that sense of discovery — that you know something somebody else doesn't. There's a sense that you are part of the discovery…”