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August 11, 2006
SoaP: New heights of marketing mayhem
Ok, Ok. So New Line Cinema is now deploying the usual billboards, buildings, buses and bus stops to advertise Snakes on Plane that opens next week. But the company and the movie's anxious citizen marketers have some creative marketing ideas, too.
A few of New Line's ideas:
It launched a website for fans to send customized Samuel L. Jackson voicemails (yes, the real voice of Sam Jackson) to friends to remind them to go to the movie. The site has been up for about a week and over a MILLION calls have been sent. Ben and I have received at several of those.
It partnered with CafePress.com to encourage fans to become official licensees of the movie and create their own Snakes on a Plane merchandise. So far, fans have created 1,160 SoaP designs on 23,800 products.
Fans and their marketing:
In the spirit of "Rocky Horror," fans have organized parties at midnight showings, including throwing paper airplanes and rubber snakes at the screen. Here's a list of 21 participating theatres and another 66 theatres here.
UPDATE: Forgot to mention that fans are getting the Snakes on a Plane logo tattooed on their bodies.
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I stand corrected—thank you for pointing out these fan-initiated directives.
Oh...and you forgot the text messaging/flash groups:
Snakes. Airplane. These days, both are creepy.
So I know the marketing is cool and interesting and plenty fan-directed... But regardless: no, thanks.
I was in "Truman Show" Seaside, Florida this week, and while I was on the beach, a biplane flew over with a huge banner attached. What did it say? Why, "Snakes on a Plane," of course. I haven't seen that medium used for movies in a long time. Then again, I don't make it to the beach that often, either.