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Prior to Paranormal Activity (2007) found footage success was limited to the first Blair Witch Project movie that premiered in 1999 with the caveat that the 2nd movie flopped hard. Like its predecessor in the subgenre the first Paranormal Activity movie relied heavily on guerrilla marketing. That term, guerrilla marketing, refers to marketing that doesn’t feel like marketing or straight up advertising despite being just that.

Now a full-fledged subgenre with parameters and guidelines evolving in particular around the technology available now and how we use that tech. Back in '99 it didn't make sense for people to have a recording device out unless they needed to, placing large constraints out of the gate for the plots of these movies. As tech became intertwined with our everyday lives, to the extent that in Unfriended 2 it's believable that hackers can tap into the vast network of surveillance cam

The most recent Paranormal Activity installment released October 29, 2021, titled Paranormal Activity: Next of Kin, sticking with the format of the other recent franchise releases that opted for stand-alone names and stories. Directed by William Eubank (Underwater 2020) and written by Christopher Landon (several other of the Paranormal Activity) it is just a good horror movie flat out.