LOS ANGELES — The critics have spoken.

Here's what more than a few have to say: "Scariest movie of my life."

For Hollywood studio flicks, such raves usually are no more than icing on top of a marketing campaign that cost tens of millions. For "Paranormal Activity," the raves are the marketing campaign.

Distributor Paramount Pictures so far has spent only a few million dollars promoting the movie, a fraction of the marketing budget for big releases.

"This movie doesn't lend itself to a big, giant marketing campaign. This movie is an old-fashioned word-of-mouth movie," said Rob Moore, Paramount vice chairman.

Shot by writer-director Oren Peli for a reported $15,000, the movie was acquired by former Paramount partner DreamWorks at 2008's Slamdance Film Festival.

In keeping with the movie's do-it-yourself indie spirit, Paramount started with midnight-only screenings in 13 cities, then let the online community decide where the movie would play next.

Fans continued to vote, deciding the movie's next destinations as it went into all-day release in 46 markets this past weekend. The studio plans to continue rolling it out to more theaters based on what towns request it the most. The film opens today in Oklahoma City.

"On the social-networking sites, everybody's talking about how freaking scary this movie is," said Paul Dergarabedian, box-office analyst for Hollywood.com. "This does not happen every day. This is literally capturing lightning in a bottle."

Another indie horror tale, 1999's "The Blair Witch Project," became the biggest hit ever discovered at the Sundance Film Festival as months of online chatter pushed it to a $140 million haul.

Could "Paranormal Activity" be the new "Blair Witch," joining the $100 million hit club?

"That would seem highly improbable, since it hasn't happened this decade," Paramount's Moore said.




Share with a friend

Enter multiple comma-separated email recipients.

This posting includes an audio/video/photo media file: Download Now