Big news today (to the dozen or so people in the world who care) in reports that the much-awaited Samuel L Jackson epic ‘Snakes On a Plane‘ has had a fizzer of an opening weekend in the US, pulling in a paltry $15.3m despite substantial online hype in recent months.
I’m the first to admit that the online hype was pretty cool. You could go through a little wizard and create a personalised voicemail message from Sam J, and there were some pretty cool MySpace skins to download – which is something we’re definitely going to see more of (especially given how crappy the standard MySpace skins are).
If we’re talking ROI, my guess is that the money spent online returned a lot more than whatever they paid for the screenplay, actors, production etc. That said, one thing I’m wondering – do you reckon it hurt them to focus so much resource targeting a demographic that was just going to download the movie anyway?