Key Takeaways:
– Snakes on a Plane, the 2006 movie was an unexpected hit in terms of Internet popularity and fan engagement.
– Samuel L. Jackson’s involvement in the movie was a significant factor in its popularity.
– The movie was initially proposed in 1992 based on a nature magazine article about snakes on World War II aircrafts.
– Despite box office underperformance, Snakes on a Plane made a significant impact in pop culture.
Snakes on a Plane was an over-the-top action movie that turned heads in summer 2006. Its unusual name was born from the simple idea of University of Pittsburgh administrator David Dalessandro who was inspired by a nature magazine article he read in 1992. Various elements, from its inception to its release and aftermath, contributed to the movie’s fascinating history.
The Commencement
The idea for the movie sparked when Dalessandro read about brown tree snakes invading World War II airplanes. Initially, the screenplay was about a single snake on a plane and was titled ‘Venom.’ But after watching James Cameron’s Aliens, Dalessandro added more snakes to the script, escalating the drama. Minds at MTV Paramount saw the potential and New Line Cinema took it onboard, giving birth to ‘Snakes on a Plane.’
The Casting and Production
Initially, Ronny Yu, known for movies like ‘Freddy Vs. Jason’ and ‘Bride of Chucky’, was chosen as the director for the project. Unexpectedly, Samuel L. Jackson expressed his interest in the project, leading to his pivotal role in the movie. Jackson literally refused to take part in the project unless it retained its eccentric title, which intrigued fans and contributed to the viral pre-release frenzy. However, Yu’s vision of early exit of Jackson’s character did not align with the studio’s expectations, leading to him being replaced by David Ellis.
Marketing Fever and Internet Sensation
Snakes on a Plane captured the Internet’s attention even before its release, thanks to Josh Friedman’s blog about the movie’s script. This triggered a wave of parodies, songs, and short films endorsing and poking fun at the film. New Line Cinema rode this wave and used it as a propeller for their marketing strategy. One can’t forget about Varitalk.com where fans could schedule a personalized call from Samuel L. Jackson.
Box Office Response and Cultural Impact
Despite the internet sensation it created, the film underperformed in theaters, pulling in only $15 million on its opening weekend against an expected $20-30 million. The overall gross earnings were $62 million worldwide, leading to New Line’s Robert Shaye calling the movie a ‘dud’.
Despite its muted reception and relative box office underperformance, Snakes on a Plane is today hailed as an example of clever, aggressive, and immersive viral marketing. It succeeded in creating a significant pop culture imprint, demonstrating that movies can be more than just cinematic experiences; they can create platforms for engagement and community building.
Reflections on the Phenomenon
Modern marketing strategies can learn a lot from this unique case study. Embracing user-generated content and leveraging stars’ appeal proved to be effective in generating pre-release hype and creating an internet phenomenon.
However, the perceived box office failure underscores the growing distinction between online popularity and real-world impact. The digital echo chamber may not always translate into tangible results. Despite the movie’s underwhelming performance, those involved in the creation of the movie should be commended for their audacity, creativity, and contribution to the evolution of marketing strategies in the film industry.
In conclusion, Snakes on a Plane serves as a testament to the power of out-of-the-box, online-centric marketing and the unpredictable outcomes it can lead to, demonstrating the complexity and potential of the digital age.
