The Snakes on a Plane phenomenon continues to grow, as people take more photographs in a tribute to the yet-to-be-released film. We’ve had had T-shirts, blogs, sound files, logos and general mayhem on the blogosphere about this Samuel L. Jackson movie—in which copies of Lucire can be found in the seat pockets. (You’ll probably have to see the film to spot them, as I didn’t see them in the first trailer.) Earlier this week, Jacqueline Passey posted a picture of her being attacked by plastic snakes as she flew back from Costa Rica. She is not alone: Flickr is filling up with them.
   Google references for the search “Snakes on a Plane” are at 6,020,000 today, up c. 1,500,000 from March 4, though between that date and now I had seen 8,000,000. The Toronto Star wondered yesterday if the movie could jump the shark before its August release. It is not the first time that Snakes’ Google hits have slipped.
   It does appear that this brand is being driven more by the public than the studio—which has used a logo from a fan, incorporated a line suggested by another, and has shot five extra days’ footage due to internet buzz. So if New Line expects to keep the buzz going, it needs to work with the same people to spread the word. The teasing may need to begin now with the studio’s sanction, with fans mounting their own campaigns, with as much informality as possible.
   How about it, New Line? Be radical and release some materials so we can go and do your promotion for you? A press release to say you won’t sue if these materials were used around the web and in other media? Maybe even letting me market the film in my magazines, since they are on the plane? It could be the most memorable movie-marketing campaign this decade, sparking a new trend in promoting film.

Del.icio.us tags: Snakes on a Plane | marketing | promotion | teaser Posted by Jack Yan, 10:13  permalink

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