Ian London is a film historian and holds a PhD in Film Marketing and Hollywood Cinema from Royal Holloway University of London, UK. His thesis examined the history of official movie websites in Hollywood’s online film promotions.

In this ground-breaking book Ian London offers a fresh perspective on the internet-driven promotional campaign for the found footage horror, Blair Witch Project that became as well known for its website, as for the film itself.Taking this campaign as a benchmark, Hollywood Online provides the first book-length history of online film marketing and promotion since the advent of the internet. This book makes an important contribution to this emerging field of study and an essential addition to course reading lists in screen studies, media business, communication studies and advertising. A must-read for media students!

• AcknowledgementsIntroduction: ‘This Is My Home’Part I: ‘The Pre-Blair Era’1. ‘Boot Up or Shut Up!’: The First Cycle of Online Film Promotions, 1993-52. Commerce and Artistry: The Second Cycle of Online Film Promotions, 1996-93. Corporate Control and Ownership: Science-Fiction and Horror Film Websites in the Pre-Blair Era, 1996-94. ‘In October of 1994 . . .’: The Blair Witch ProjectPart II: ‘The Post-Blair Era’5. Rebelling Against the Status Quo: Reevaluating The Blair Witch Project’s Impact on Hollywood Promotions6. ‘Power Can be Held in the Smallest of Things’: The Lord of the Rings Trilogy Online7. Hollywood Exports: Film Websites in the Era of Globalization8. ‘Think Before You Click’: Social Media and the Impact of Web 2.0 Technologies on Hollywood Practices, 2000-8Afterword: There’s Something Evil Hiding in the WoodsBibliographyAppendix

Ian London is a film historian and holds a PhD in Film Marketing and Hollywood Cinema from Royal Holloway University of London, UK. His thesis examined the history of official movie websites in Hollywood’s online film promotions.

In this ground-breaking book Ian London offers a fresh perspective on the internet-driven promotional campaign for the found footage horror, Blair Witch Project that became as well known for its website, as for the film itself.Taking this campaign as a benchmark, Hollywood Online provides the first book-length history of online film marketing and promotion since the advent of the internet. This book makes an important contribution to this emerging field of study and an essential addition to course reading lists in screen studies, media business, communication studies and advertising. A must-read for media students!

• AcknowledgementsIntroduction: ‘This Is My Home’Part I: ‘The Pre-Blair Era’1. ‘Boot Up or Shut Up!’: The First Cycle of Online Film Promotions, 1993-52. Commerce and Artistry: The Second Cycle of Online Film Promotions, 1996-93. Corporate Control and Ownership: Science-Fiction and Horror Film Websites in the Pre-Blair Era, 1996-94. ‘In October of 1994 . . .’: The Blair Witch ProjectPart II: ‘The Post-Blair Era’5. Rebelling Against the Status Quo: Reevaluating The Blair Witch Project’s Impact on Hollywood Promotions6. ‘Power Can be Held in the Smallest of Things’: The Lord of the Rings Trilogy Online7. Hollywood Exports: Film Websites in the Era of Globalization8. ‘Think Before You Click’: Social Media and the Impact of Web 2.0 Technologies on Hollywood Practices, 2000-8Afterword: There’s Something Evil Hiding in the WoodsBibliographyAppendix