How Much Hype is Too Much Hype?

In August of 2006, a mere four years ago, a single film changed what it meant to market movies online. Featuring big stars and a bigger concept, one title single handedly created Internet campaigning as we know it today. Never before had a movie embraced Internet culture with such magnitude, and put so much faith in grass roots/viral marketing. At the time, one journalist even referred to the release as, “the most Internet-hyped film of all time.”  One movie saw the future and capitalized on growing trends. That movie was Snakes On A Plane.

And yet history tells us that Snakes On A Plane may have been ahead of its time. It all started in early 2006 with a blog entry by screenwriter Josh Friedman, who had been offered a chance to work on the script. The ludicrous, too-on-the-nose title coupled with the promised involvement of ham, Samuel L Jackson, spread like wildfire. Inspiring photoshop creations, Youtube video parodies, and of course the creation of the ubiquitous Snakes catchphrase, “I’ve had it with these mother-f—ing snakes on this mother-f—ing plane!”

Producers New Line embraced the hype machine and ordered reshoots to reflect the growing buzz. The camp was kicked up, pushing the film from PG-13 to R and even adding in Jackson’s fan-created line. Several online marketing campaigns were launched, including a genius customizable phone message one could send to friends featuring the actor’s voice. During the first week alone over 1.5 million calls were sent. By the time August rolled around some press members speculated that “the movie [had] grown from something of a joke into a phenomenon”.

On August 18th, 2006, Snakes On A Plane opened to $15.5 million nationwide and only went on to make a total of $62 million domestically during its entire theatrical run.

What happened? A phenomenon this large with the Internet and the fans behind it should have bowed to at least $30 million. Why did it fail? The answer is in the story. Snakes On A Plane‘s hype peaked early, short attention spans went elsewhere and by the time the movie actually came out, the public’s rapidly changing interest had moved on. Too much, too soon. Hollywood learned its lesson not too put so much trust in the fanboys because marketing fatigue is real and the audience can be unreliable.

Edgar Wright’s Scott Pilgrim Vs The World should be wary of the same curse. Coming out this weekend, the Internet has been ablaze about the project for months. Lighting up every time a new trailer, clip, fan tribute, interview, viral video, game, or image would hit. Similar to Snakes On A Plane, the release has been a long time coming and practically ubiquitous. The Journal of Consumer Research would agree, in the long run this over saturation is detrimental. By the time Pilgrim opens the hype will have been so omnipresent and forced, it could alienate the bloggers and tastemakers it was trying to win over in the first place.

Contrast that to the recent example of Inception. With the use of a low key viral strategy in lieu of an extravagant blanket marketing scheme, it managed to open big and grow during its run.

A few well constructed, appropriately timed social campaigns coupled with the usual proliferation of trailers, posters and clips is all it takes. A controlled, carefully doled out marketing campaign is important and necessary. Though once it’s in the hands of the masses who knows how high the hype will go.

Tagged as: Entertainment, Film, Hype, Marketing, Movies, Social Media Marketing, Viral