‘The Blair Witch Project’ is a 1999 horror mockumentary/Found footage film showing the final hours of ‘missing teenagers’ who went into a forest in search of answers to the legend of the Blair Witch. While there are 2 trailers, due to the viral marketing involved in the release of this film (a website was posted and stated that the events of the film were real to increase popularity,) I will analyse both trailers together, as the first one (the teaser trailer) acts as a prelude of sorts and gives us information on the second one.
Media Representations:
No major representations in 1st trailer, due to the fact that it is a teaser trailer.
However, in the 2nd we are introduced to the 3 main characters, who are student filmmakers and friends.
Initially a group who works together they are positively portrayed, being inquisitive filmmakers. It becomes evident that the female of the group is the main protagonist, as she is given the most screen time and is introduced the most obviously, giving her name.
As they realise they are lost the group’s cohesiveness begins to dissipate and they are shown arguing, and then being scared throughout the night.
Normal, everyday people are showed being interviewed, though they are quite stereotypical, (i.e. teenage female waitress, mother, old woman telling a long story,) this is to add to the everyday feeling of what we presume if the start of the film, making the latter events seem more real, adding to the horror produced.
Media Language and Forms:
Mise-en-scene:
1st trailer: Some sort of official premises, with title slides stating that the three protagonists disappeared, and their equipment has been found.
The equipment is shown as if it was being recorded for archive footage being held by someone wearing latex gloves which adds to the feeling that it was the police/investigators who found it.
At the end we are shown a short clip from the film in a dark forest seen with a night vision camera.
2nd trailer: title slides explain same as first trailer
starts off in protagonists home where she introduces herself
goes to the town near the woods as we are shown average people who are being interviewed.
We are then shown the forest in both night and daytime, in which the characters get lost.
As night time comes, the setting grows eerier, as the darkness makes the branches of the trees and the surroundings look sinister.
Human effigies hanging in the trees add to the idea of witchcraft, and similar to REC a close up of the female lead looking distressed and talking to the camera is shown.
The final shot is of a piece of floor, implying that the camera has been dropped and all of the characters have been attacked by the unseen ‘witch’.
Costume of the characters is typical of people who are going camping for a few days and relevant to their situation (i.e. thick coats, hiking boots, backpacks and woollen hats).
Sound:
Both trailers have non-diegetic soundtrack for building tension, however, it is used a lot more in the 1st trailer than the 2nd.
Voice over is also used in the first trailer: an extract from a news report about the disappearance. This adds realism to the film, and shows a retrospective view of the films events.
Diegetic sounds from the 2nd include ambient sounds of the forest used to create fear of the unknown in the audience.
The dialogue in the 2nd trailer starts off with people being interviewed by Heather (off-screen) then of the people talking to each other in the forest.
Their dialogue becomes increasingly erratic throughout as they grow more and more scared.
Unnatural noises such as screeches are heard in the first trailer. These may not be from the scene shown, but would naturally add to the fright created in audiences.
Editing:
Not much continuity editing used due to the nature of the trailers.
First trailer has slow paced editing until the final few seconds which are intended to frighten the audience after the generally slow build up.
The second one starts off slowly while establishing characters and what they are doing and providing a slight back story of the Blair Witch.
This changed as the fear is built up, and becomes much faster paced, (though there are some long-lasting shots of people running through the woods).
The build up will reflect the film which would naturally start off slowly, introducing characters and the purpose of their documentary, and then picks up pace as they realise they are in danger and not alone in the Burkitsville woods.
Cinematography:
First one has steady camerawork, close ups of objects found in the woods to intrigue the audience, then handheld camera shots at the end when the more frightening shots are shown.
These coupled add realism as the story is set up, then we are shown clips of the previously seen film reels; intriguing audiences, making them want to see the film.
Second trailer is fully handheld camera. (it is the footage from the reels in the first one).
MCU’s and MS’s to start while they are interviewing which are conventional and show how things are running smoothly
As the events take a turn for the worse less conventional angles and shots are used, and the camera grows shakier, to reflect the panic of the characters.
Canted angle also used several times, to show how the filmmakers are scared and not thinking about what they are recording, but just filming as a record of what is happening to them.
Final shot from the film reel is a Dutch angle extreme close up of the ground, implying that the camera-worker has collapsed or been killed by the unseen assailant.
Overall unconventional angles are used to create the horror/uncertain feel.
Narrative:
Shown clearly through both trailers:
A group of students went into the Burkitsville Woods to film a documentary about the legendary ‘Blair Witch’ but disappeared.
After many searches/investigations their camera equipment was found and so was the film reel showing the documentary and footage showing the ordeal suffered by the characters, which doesn’t answer questions of investigators, but creates more.
The second trailer shows more of the documentary style featured in the main film, while the first one is more of a retrospective look intended to create realism.
Genre:
Horror: intention of the text is to scare audiences.
The dark, creepy mise-en-scene coupled with shaky camerawork inspire fear, as do the sounds of the setting and overall idea of the legend of the ‘Blair Witch’,
Found Footage: 1st trailer puts across teh idea of the disappearances, and shows that the film reels have been found.
This footage is then shown more in the 2nd trailer, developing the story of what happened to the filmmakers.
The film is of course the footage in its entirety.
A similar theme in found footage is the audience already knowing what happens (i.e. a disappearance/murder,) and the film showing the build up to the event.
Mockumentary: Interviews shown and Heather is shown as a presenter of sorts. Black and white shots indicate archive footage being used.
Even the first trailer, while not the actual film, involved news reports and realistic-seeming footage of the equipment which was said to have been found in the woods.
Media Institutions:
The film is the main institution being marketed.
Due to the realistic nature of the film, there are no other main institutions (i.e. directors, production companies, stars) named in the trailer, except for Artisan Entertainments named at the start of the first trailer only.
www.blairwitch.com is shown at the end of the teaser trailer (first one) which links to a website with an excerpt of the 2nd trailer, and information about the legend, the filmmakers and what happened, and acted as if the film was real, which continues the marketing ploy (viral marketing) which attracted audiences by acting like the film was real.
Media Values and Ideology:
The main purpose of the text is to frighten audiences.
A female lead is shown, though she is initially confident she later is shown being frightened, running and screaming; a negative female horror stereotype.
the men in the group, though given little screen time are also shown to be quite useless in helping survive in the woods.
The government (specifically the investigative departments) are shown in a negative manner, as they were apparently unable to solve the disappearances, as one of the trailers states the case has been declared as inactive.
Media Audiences:
Mainstream horror audiences – 15-30, male and female.
Though probably given an 18 certificate at the time of release, it will now be more readily available to people of the mainstream age.
Fans of found footage would also be interested, as would people who study film due to the nature of the film (the techniques and idea were quite new to mainstream cinema at the time).
People who had found the website while on the internet would also be possibly interested, which opens the door to a much wider audience.
Word of mouth, due to the interesting nature of the film, would also have made it available to a wide mainstream audience.
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