Content Film has boarded Blair Witch director’s new feature after Toronto premiere; comprehensive transmedia campaign in place.

Content Film has picked up Eduardo Sanchez’s horror Lovely Molly following its premiere in Toronto’s Midnight Madness section last month.

Sanchez wrote and directed the haunted house possession story, which is his third feature since found footage hit The Blair Witch Project. Gretchen Lodge, Johnny Lewis and Alexandra Holden star.

Robin Cowie (The Blair Witch Project, Seventh Moon, Altered), Gregg Hale (The Blair Witch Project, Seventh Moon, Altered), Jane Fleming (The Frozen Ground), Mark Ordesky (EP: The Lord of the Rings (trilogy), The New World, The Texas Chainsaw Massacre: The Beginning, The Golden Compass) are producers.

The deal was negotiated by Graham Taylor (WME) and Stuart Rosenthal (of law firm BHDRL) on behalf of the production and Jamie Carmichael on the Content side. The sales company will be shopping the horror at AFM.

Jamie Carmichael for Content said: “We were shocked by Gretchen Lodge’s extraordinary performance - it’s a truly sensational debut - in this ultra powerful and intense film from Eduardo Sanchez. We’re delighted to be working with the Haxan and Amber teams on what promises to be a highly innovative and compelling campaign.”

The same team that worked on the transmedia campaign for Blair Witch will be pushing the film through a multi-layered viral marketing campaign including original content in the form of videos, web-sites, social media blasts, mockumentaries, ads, TV sepcials, mobile apps and games.