In 1999, three filmmakers disappeared in the woods of Burkittsville, Maryland. All that was found of them was the footage that went on to become one of the biggest Independent hits of the modern era, revitalizing the Horror genre as well as Indie film in the process. But the funniest thing is that for a little while, a good portion of the public actually believed that the three filmmakers central to the films plot had actually disappeared. A website was set up with the Missing poster plastered on it, a documentary was aired that delved further into the mystery central to the film's premise, and up until their appearance at the MTV Movie Awards the year of the film's release the filmmakers were notably absent from any press proceedings. Never before was a film's marketing campaign so effective at faking the reality presented within the film itself. Sure, the closest we may have come to this sort of marketing was back in the 70's, when The Texas Chainsaw Massacre was touting itself as a film based on true events. The big difference between then and now was that we never thought the people who made TCM actually disappeared while making it. Debate the artistic merit of the film as much as you will, but the faux reality of the film helped spread word of mouth for a film that was an unknown quantity to its audience. The Blair Witch Project changed the way we'd look at film marketing because it gave the audience something it had never experienced before...it gave us a ticket to step past the looking glass. From this point on, there was no going back.