Critics predict it may be "the best worst movie of the year," but "Snakes On a Plane," which opens today, has already won marketing kudos. With New Line Cinema spending only 7 percent of its $30
million budget for pre-release promotion, SoaP is a word-of-mouth Internet phenomenon that has spawned more than 1,000 logo-emblazoned products, a ranking in the top 200 of most popular Web searches
and a blog attracting up to 50,000 visitors a week. New Line invited fans to participate in making the film and ran a contest through a social-networking site for bands to write a movie theme song.
Director David Ellis says involving the audience in production yielded a better end result. "You have to listen to the fans," he says. "I would rather ask them what they want and deliver than give
them something they don't want."
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