Inside Move: Beyond 'Blair'
Marketing maven returns to his roots
Five years ago, Hegeman was all but certain to have "Blair Witch Internet Guru" emblazoned on his tombstone. Online marketing was viewed as a cornerstone in the success of Artisan Entertainment's "Pi" and "The Blair Witch Project" and Hegeman was anointed as its mastermind.
Today, that idea seems quaint. Just as it's unthinkable to market any movie without the Internet, it's impossible to imagine anyone claiming sole domain.
That's why this seems like a good time for Hegeman to take a job as president of worldwide marketing at Lions Gate Films.
The gig takes him back to his "Blair Witch" stomping grounds, sort of; Lions Gate swallowed Artisan late last year.
More importantly, it takes him back to his roots after several years of well-intended but ultimately fallow entrepreneurship.
After Artisan, Hegeman partnered with Revolution Studios on the now-defunct Distant Corners Entertainment Group, an online destination for sci-fi and fantasy entertainment.
Hegeman went on to head up Revolution's acquisition arm, but Joe Roth's company has not acquired any finished films to date.
Now, as of Aug. 18, Hegeman is back in the game that made his name.
The town will be watching to see what the "Blair Witch" guru does with such upcoming fare as laffer "Cookout" and and the horror pic "Saw."
