Guerilla Marketing in the entertainment industry

I linked two websites here. The first is an article interviewing the creator of the movie, the second is the movies website. While I understand that marketing a movie is different than marketing a product, there are similarities. When this web site concept was introduced, it flipped the industry upside down. It is an absolute perfect example of thinking outside the box, using the web to create buzz and creating a new approach.

http://www.cnn.com/SHOWBIZ/Movies/9907/27/blair.witch/

http://www.blairwitch.com/