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Blair Witch marketing stunt haunts Austin fans

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Some studios go to great lengths to promote their films — look at Ant-Man, Sausage Party, and Carrie — but Blair Witch put its own spin on the process with a recent marketing stunt in Austin, Texas. 

Spearheaded by Fons PR to promote the film’s opening day in the city, various locations on South Congress street were decked out with those creepy stick figures from the film. 

In Blair Witch, the upcoming sequel to the found-footage horror franchise, a college student named James and his friends venture into the infamous Black Hills Forest to investigate the mysterious disappearance of his sister. One of the strange occurrences they observe is a shrine of sorts decorated with creepy stick totems.

These same figures (which American Horror Story channeled in the season 6 premiere) now haunt Warby Parker, restaurants, local shops, and the like. See photos of the stunt, courtesy of Fons PR, below. 

Directed by Adam Wingard and written by his The Guest and You’re Next partner Simon Barrett, the film opens in theaters this weekend.