David Emery OnlineHype is only hype
22 August 2006
As you may have heard, Snakes On A Plane – possibly the most hyped film of the year – has tanked at the box office . This comes as no surprise to anybody that’s seen the trailer, let alone the film, as by most accounts it’s a dismal film, with a weak story, appalling script and wooden acting.
I say most accounts, as there are quite a few people – all the people that hyped it up in the first place – that really liked the film (an interesting take on how it’s still a success if you follow that link, as well).
Here’s my hypothesis; firstly, take it as read that the film isn’t any good (if you liked it get off my blog just stay with me anyway). Secondly, look at the fact that you have a large – in web terms, but not Hollywood terms – mass of people who have not only been saying this film is great before they’ve even seen it, but telling everybody they can it’s great. And making t-shirts. And singing songs.
Are these people seriously going to do a u-turn when it turns out the film sucks?
I don’t think so.
It’s pretty much fundamental human nature; witness what happened when the Star Wars prequels came out – a whole set of people that grew up with Star Wars, and grew up with it being faultless in their eyes, got presented with a set of action films for children. They’re really no worse then the originals – is Jar Jar really that much worse then the Ewoks? – but because they’re weren’t the right age when the new ones came out, it all falls to pieces.
What Snakes on a Plane does demonstrate, however, is a the power that blogs can have, and the potential for creating effective marketing they have. Make no mistake; without blogs, and the hype they created, Snakes on a Plane would have done a lot worse at the box office. They’ve elevated a niche film – and don’t get me wrong, I’m sure some people actually like it – and made it a lot more successful then it probably ought to be.