Traditional media outlets are calling the $15.3-million opening of Snakes on a Plane a disappointment. The movie’s marketers had embraced Internet communications as a key part of their effort, and generated a huge amount of online buzz. Because of that, the opening box-office take was not big enough to please people like NY Times writers. The distributor had expected higher box-office numbers, too.
But Jackie Huba at Church of the Customer has a different take. She points out five key lessons to take away from the marketing effort for SoaP. And I agree with her. From all accounts, this is really a bad movie. (So bad it’s good?) It only cost around $30-million to make, and its marketing budget was much lower than it could’ve been, because of all the user-created buzz it generated. So a $15-million take on the opening weekend is a good start.
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