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Snakes on a Plane - Viral Marketing at its Best

Every so often a movie will come along And therein lies the magic. With nothing
that is destined for greatness -- be it more than a working title and a vague
through powerful imagery, an engaging plot summary this movie became an
plot or a stellar cast. Occasionally, Internet phenomenon -- generating a slew
though, just occasionally, comes a movie of fan blogs, videos, songs, parodies and
whose success is based not on cast or praise before even a single frame of the
plot (whose plot, in fact, is purely movie has been seen. In the viral
incidental to its popularity) but on marketing style of The Blair Witch
simple viral marketing. Snakes on a Project, the success of this low budget
Plane is such a movie. horror project is based more on myth than
For those of you who have yet to come fact: the Internet (and, more
across this particular title, Snakes on a specifically, the blogosphere) built
Plane is an R-rated action/horror vehicle hype, anticipation and excitement with
starring Samuel L Jackson. The plot, as greater success than any expensive
we have come to expect from action marketing could possibly achieve.
movies, is basic and untaxing. Jackson's Understandably, New Line Cinema took this
FBI agent is escorting a witness on a surprising good fortune and ran with it,
flight from Hawaii to California to acceding to the demands of an eager
testify in a high-profile court case. public. They even went so far as to
Meanwhile, an assassin smuggles a crate reshoot several scenes to raise the movie
filled with over 500 snakes onto the rating from a PG-13 to an R - including
flight. Terror ensues. Simple. the addition of a line of dialog fans
Now, in the greatest traditions of demanded following the release of a fake
Hollywood a movie such as Snakes on a audio trailer: "I want these
Plane should probably have vanished with motherf***ing snakes off the
little comment somewhere in the middle of motherf***ing plane!" They essentially
the usual pile of mindless late summer remade the movie to cater to the
action flicks. Perhaps it would have enormous, anonymous audience who made it
done well in the rental market, but it famous.
had little hope of becoming a blockbuster With all the hype surrounding Snakes on a
film. Plane New Line is onto a clear winner.
However, this particular movie has one Since the movie has become, sight unseen,
special quality -- a quality that saw it a massive cult hit it doesn't matter in
elevated from obscurity and gave it a the slightest whether the movie is
vast fan following as much as a year actually any good. In fact, it would
before its release. This movie, you see, probably take more at the box office if
had a title that simply demanded comment it were resoundingly, jaw-droppingly
- a working title so ridiculous that it awful. The viral aspects of the Internet
begged parody and satire. spreading news of its dreadfulness would
And that's just what it was - a working only serve to drive more fans to the
title. Studios usually give their ticket booths, all ready and more than
productions a basic descriptive title willing to take part in this full-length
before the marketers come up with in-joke.
something better. ET: The And that's the point, you see. That's
Extraterrestrial, for example, was titled the reason Snakes on a Plane has become
variously A Boy's Life, ET and Me and so well loved -- we don't expect it to be
Night Skies before assuming the name we serious. We don't expect it to be
know and love. The working title of enlightening, intelligent or valuable.
Snakes on a Plane was, in fact, changed We just expect to see snakes. On a
to the more generic Pacific Air Flight plane.
121 before Jackson and droves of Internet At the end of the day, what else is there
fans insisted the original title be to say?
restored.




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