The Blair Witch reboot is the IP machine's most on-brand move yet

Okay so. Lionsgate and Blumhouse are rebooting Blair Witch. Ten million dollar budget. Original cast back as executive producers. [pause] And that's the part that needs unpacking. Because Joshua Leonard spent years calling Lionsgate's handling of this franchise 'reprehensible.' Twenty-five years of disrespect, his words. And now he's an executive producer on their reboot. [pause] The director is a YouTube horror guy. Which, fine. Sam Raimi and Jordan Peele are producing his next thing, so the resume is real. But here's the thing. Heather Donahue isn't involved. The face of the original. Not there. The IP machine found a new victim and called it legacy.