I agree with other posters on this thread: there was TONS of press surrounding this movie upon its release. In a very real sense, it was a triumph of hype more than filmmaking. No one had any illusions that this was a traditional any-kind-of film.
Actually, one could argue that it benefited from expectations set up by the press. The key takeaways, as I recall, were that the film was largely improvised, the actors didn't know which of the locals would be actors too (in fact, one of the most prominent, the woman with the toddler, was NOT an actor and they had to track her down to get her talent release), and the actors were "living out" the nightmare by getting no directorial input other than daily written messages.
In fact, I doubt it would've made much money at all without the press. People went in knowing there likely wouldn't be a traditional ending and smooth camera work. The film benefited from lowered expectations as well as the "raw, real" atmosphere.
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