SNAKES ON A PLANE begins its reign of terror tonight with special preview screenings at 10 p.m. all across the country.
The fact that you can read this motherfuckin’ blog, means you are well familiar with the movie. You also, no doubt have heard all about its enthusiastic online following, no?
A Google Search for the ubiquitous title yields over 16,000,000 (!) results.
(Can the masses who contribute to Wikipedia have forgotten BLAIR WITCH PROJECT so soon? Or are they just too young to remember?)
The point is that SNAKES ON A PLANE is the first “major” studio film embraced by the blogosphere. (Is it the provocative 4 word title? Or is it that intersection where Samuel L. Jackson unites QT film geeks with STAR WARS freaks, and DIE HARD action fans?)
The bigger question is this:
Will this onslaught of viral marketing, studio sanctioned stunts, chatroom buzz and advance blogging chatter lead to ticket sales?
As tempting as it might be to predict major box office returns for SoaP, I am skeptical.
It is, after all, a one trick pony. The title (pretty much) says it all. Anything not specifically explained in the title has long since been dissected online.
Is it possible that a movie that it is “so bad, it’s good” will survive long enough to generate any kind of box office? If this were the case, films like SHOWGIRLS and HUDSON HAWK would be hits, not shit.
Another red flag: critics were not allowed review the film in advance.
Perhaps those behind the film are counting on internet buzz to carry the film to the kind of success that befell surprise hits like MY BIG FAT GREEK WEDDING, THE SIXTH SENSE, or MARCH OF THE PENGUINS. Critics be damned!
But they may find themselves rudely awakened by this very 21st Century maxim, “The internet giveth, and the internet taketh away.”
The aforementioned hits all developed (over time) thanks to exceptional word of mouth.
By the wee hours of the morning, after it’s first shows let out, SNAKES may find itself the victim of something far more sinister: deadly word of mouse.