It’s been over 13 years since Haxan Films screened its debut film The Blair Witch Project at Sundance. And while the “found footage” format used in the film quickly established its place as a cult classic, the film’s innovative viral marketing campaign that created extensive artifacts insisting on the film’s reality fueled the movie’s rabid fanbase to take over Sundance with sold out screenings. Last year, Haxan Films returned to its found footage roots with his film Lovely Molly, which premiered at the Toronto Film Festival. And if the package I received in the mail earlier today is any indication, the found footage aesthetic won’t be Lovely Molly‘s only common ground with The Blair Witch Project.
The package I received contained dozens of photographs depicting four riders sitting astride horses with blotted out heads, and a large carved disc. The disc prominently displays the film’s insignia, a dagger with twin horse head quillons surrounded by symbols ranging from ancient cuneiform glyphs and Norse runes to more modern Braille cells. On the back of the disc, a link pointed to a personalized invitation to ARGNet, stating that “Lovely Molly invites you to descend into depravity. Rewards like this await the first five. Simple symbols await a score.”