‘Love’s’ labor lost in site’s mock minutie

'Blair Witch 2' apparently ain't cool, but 'Heart' seems stirring

Oh, those ungrateful kids. Or maybe those ethical youngsters. The folks at the Aint-It-Cool-News Web site may have been given the mantle of ultimate hipness when Artisan Entertainment gave the online disher the right to be the first to show “The Blair Witch Project” trailers last year (along with MTV), but that doesn’t mean the Webmeisters are giving a free pass to the sequel.

A recent posting on the site gleefully declared that “Blair Witch 2” dailies “looked like shit” and heaped scorn on the follow-up, helmed by docu maker Joe Berlinger (“Brother’s Keeper,” “Paradise Lost”) because it reportedly includes an orgy scene a la “Eyes Wide Shut.”

Budgeted at $10 million and exec produced by the first’s creative team, the sequel picks up where “Blair Witch Project” left off. However, in contrast to the original, the sequel is shrouded in secrecy; no Web site exists to date — a 180-degree turn from the very kind of campaign that’s credited with having propelled “BWP” into the record books as 1999’s most profitable film.

Instead, the original “BW” team at Haxan Films, including filmmakers Eduardo Sanchez and Daniel Myrick, have poured their energies into “Heart of Love,” a comedy that Sanchez described in a recent Hollywood.com interview as a “completely stupid, goofball movie about nothing.” And yet the “Heart of Love’s” rather elaborate Web site (www.holthemovie.com) would lead one to believe otherwise, attempting the very kind of quasi-mythology that made the original “Blair Witch” campaign so intriguing to Web heads.

The site depicts the film’s inspiration as having struck Sanchez and Myrick as a vision in the form of “a messenger.” “Heart of Love” is variously described as “a new belief,” “a growing phenomenon” and the object of a quest. Further exploration reveals a cult-like following of “Lovians” who experience enlightenment through visions that involve the Pakwallu Dil, which translates into “winged heart” — the site’s prevailing icon.

Those looking for more concrete info on the film will have to be content with the site’s mock philosophizing and facetious blind alleyways. Meanwhile, the duo say they are shunning the press, preferring to concentrate on deeds not words.

That may be a bit of postmodern spin, however. In January, the pair staged a splashy press conference at Sundance to promote the movie, highlights from which, of course, are available on the film’s Web site.

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