User generated Advertising: Snakes on a plane

28. August 2008 | From Tino Kressner | Category: Film 2.0

Ten years was the treatment of "Snakes on a Plane" in Hollywood film studios from 30 rejected. The story is simple and can be really alone with the title of the film together - and that was the reason an emerging hypes on the Internet. Fox is also in August 2006 on its website the main actor Samuel L. Jackson as an additional reason for the success: "If you have not heard about, Snakes on a Plane '- and if you have not, you must just be waking from a coma - there are really only three things you need to know: it's got snakes, it's got planes and it's got Samuel L. Jackson. "

Core elements of the marketing

Fanblog
Soundtrack Contest
Fan Wiki
Interactive screenplay and special after shooting at Fanwünsche
Fanart and Fantrailer

History

Trigger is the blog entry of the scriptwriter Josh Friedman in August 2005: "Snakes on a Plane. Holy shit, I'm thinking. It'sa title. It'sa concept. It'sa poster and a logline and whatever else you need it to be. It's perfect. Perfect. It's the Everlasting Gobstopper of movie titles. "Equally excited by the title created the student Brian Finkelstein a blog with the name Snakesonablog and sparked an Internetpänomen from. Only a year later reached the site 50,000 visitors a week. Samuel L. Jackson is seen as another reason for the huge success of the film mentioned. Even the cult actor is only because the title of the film are committed to what he repeatedly confirmed in interviews. Through him get the "trash"-horror film a certain quality. "Quality Trash" can, according to Martin Oettinger is a key to success in the network community.

Too large protests took place when the distributor New Line Cinema decided to film titles in the "Pacific Air Flight 121" rename. In an interview with the online portal Collider.com Jackson said: "We're totally changing that back. That's the only reason I took the job: I read the title. "

New Line Cinema took advantage of the keen interest of the online community around the project and motivated again and again with various competitions for the film material to create. My songs have been recorded, poems written, shot and Fanclips poster created. The film was the only collaborative project, what was its peak as individual scenes even times were re-shot with the dialogues, the fans in their blogs suggested. Such a hype man in Hollywood had the last time with "The Blair Witch Project" is experiencing. But this time do not put the campaign behind transferor. The online community has been without an active intervention itself. New Line Cinema has control over its mark entirely in the hands of users and gives them a free interaction with this. After the hype was once suggested, was also launched Contenst music for the soundtrack of the film with great interest.

The lender decided the film, as usual, not film critics before the start making it accessible to negative criticism by the hype not to destroy. The makers were aware that the film quality is not set standards.

Results

"Snakes on a Plane" is in August 2006 to place 166 of the most popular search terms and is increased in order to differentiate between terms such as "jobs" (rank 163) and "love" (ranked 185). In April 2006, the Fanblog snakesonablog already by 521 other blogs, and more than 6,500 web pages linked. He became the memory of all the user-generated materials. The operator Fingelstein Brian was known as "Citizen Marketer known. Ten days before the public release in the U.S. had the rental "New Line Cinema" is just seven percent of the normally available budget of 30 million U.S. dollars consumed.

Also at the box office was "Snakes on a Plane" to the box-office success with a worldwide box office earnings of around 60 million U.S. dollars. For major launch weekend, the film took first place in the American movie charts climb.

The project is seen as the beginning of the "community empowerment" in Hollywood terms. The audience has the self-communication to a movie created and passed on.

In the "Rest of the World" is the hype around the project faded, which according to analyst Paul Dergarabedian probably due to it, that "the people [...] seems more on the marketing and the vortex in the blogs interested [were], as in the film. "Even if the Internet a global marketplace which failed here, the marketing of the country borders. "Snakes on a Plane" has been mainly in the U.S. media hyped and also achieved the desired success.