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