No one is biting?

Is anyone really surprised that Snakes on a Plane, despite its heavy web-based marketing efforts didn’t nearly fill the seats it had hoped too? Today’s New York Times quotes David Tuckerman, president for theatrical distribution for New Line. “There were a lot of inflated expectations on this picture, with the Internet buzz. But it basically performed like a normal horror movie.”

Many speculate that New Line had hoped that Snakes on a Plane, with its catchy phrase title (develop amongst its fan base) would exceed a momentum of a Blair Witch Project. But unlike, Blair Witch, Snakes couldn’t sustained its steam. Paul Dergarabedian, president of Exhibitor Relations, a company that tracks the box office speaks all too well to that point by adding to the NYT’s article, “To some, the marketing was more exciting than the movie…”

And there within lies the problem. People, people, people. Boys, boys, boys. I don’t care what you’re selling. You can spin all you want, both on and off-line, but in the end you have to deliver on your sizzle. Or in this case snakes!

Filed: branding

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