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