6. Dusted off
Solid foreign sales were a good start, but if Paranormal Activity was to have any hope of seeing the inside of a few more cinemas, it needed another lucky break.
It got it when Adam Goodman accepted a job as production chief of Paramount in June 2009.
Granting the film a place on the studio's autumn release schedule, Goodman laid down a challenge to his marketing team to find a way to get the word out.
The first step was another festival launch, this time the prestigious Telluride Film Festival, not an event usually known for its genre screenings.
Nevertheless, the movie was shown at an outdoor screening to several hundred rain-sodden guests and few walked away despite the biting cold.
It garnered more positive reviews, and, more importantly, some solid word of mouth buzz beyond those who had seen it a couple of years ago and those who had been trying to get it out into the world.
The real challenge was to come, though.
"This is a very challenging movie to market in the sense that, you know, we don’t have named stars. And this is the studio that has, you know, the big temples, you know, Transformers and Star Trek," Peli admitted at the time.
"We figured the main strengths of the movie is the way it plays in the theaters, because usually the audience reacts and is like through the roof. So that’s one of the things they’re trying to emphasize that this is the kind of thing that it’s more than just a movie, it’s kind of like an experience or an event. And that’s why they tried to make it special.
"So it’s best at college towns and it’s special screenings."
And in the spirit of the Blair Witch, it's also the internet….
Next: Viral Terror?