Today, to millennials, many new media celebrities are bigger than old media celebrities.

So what do you do when you have over 2.5 million Youtube subscribers?

If you’re Andrea Russett you partner with Indigenous Media and make a horror feature over five days using Snapchat, in 10 second ‘broadcasts’.

The story concerns the hunted Sickhouse, its urban legends, Russett and her friends — invoking a nod to The Blair Witch Project, one of the first word-of-mouth found footage success stories and the most successful one by box office.

Then, in true Snapchat fashion, the clips started disappearing from view 24 hours after being posted.

Don’t dispair, though. The director’s cut will be available for everyone on Vimeo on June 2. You can pre-order now.

Read more here.

My take: this is another example of ‘the medium is the message’ —  a creative exploration of Snapchat’s technological limitations by a Youtuber leveraging her online fans to create something potentially lucrative. The Tribeca Film Festival even had a 200 second Tribeca Snapchat Stories competition this year. What I think is revolutionary about the Sickhouse project is that it launched into the world as a ‘live’ five-day experience for Russet’s followers first, before being packaged into a traditional (playback only) movie format. (If they keep the vertical video format, they’ve definitely decided their target audience is strictly mobile.)