"I've never seen anything like this -- where people actually have a vested interest in going to see this film. People are talking about dressing up in pilots' uniforms and flight attendant uniforms. There are the crazy people who will probably show up in plane outfits. It's moved beyond being a movie into 'How can we make a party out of this?' Who doesn't like a good party?"," - Stephanie Wasek, founder of the Snakes on a Plane community on LiveJournal.com
Perhaps we can't fully appreciate it right now, but 2006 could end up being a watershed moment for marketing. In the last year, community-generated content, and the blogosphere have exploded in unison. Want to make fun of a product? Make a spoof commercial and upload to YouTube. Then blog about the creation process. Think you can do better than the talking heads on the radio? Make your own podcast. Are you a musician? Make a MySpace page and share your songs with the world.
So as we are just discovering the beauty that is CGC, it seems as if it were fate that a movie like Snakes on a Plane would come along. A B-movie with a title so absurdly honest that you have to make fun of it. For a community that is just learning the joys of CGC, SoaP gave us the perfect chance to spread our wings. Go crazy.....make posters for the film, songs, trailers, t-shirts, hell let's even make blogs about it.
But there's still the matter of the studio, New Line. If history shows that SoaP was the right movie at the right time, then history will also show that New Line made the perfect move in EMBRACING the community. They didn't squash community-created blogs, or YouTube videos, or any other CGC. Basically New Line told the community 'You know what, this IS a stupid movie...here's your chance to go crazy, have at it!'.
Kids. In. A. Candystore. And New Line unlocked the doors and held them open for us. Hell they even went back and re-shot scenes to incorporate dialog from the trailer for the movie created by Chris Rohan and Nathaniel Perry.
And that's the key. When Snakes on a Plane opens, the viewers aren't going to see a movie, they are going to watch a product that they helped create.