I really have to hand it to the guys behind the upcoming summer film "Snakes on a Plane."
Why? Because more than any other company, they really get how viral marketing works.
It seems that almost every decision involved in this movie's production was designed to create as much of an underground buzz as possible. The casting of Samuel L. Jackson, the title, the shift from PG-13 to R to accomodate the fan-demanded line (you can hear it at the beginning of this linked video), and now the "leak" of the still-in-production music video for the theme song to "Snakes on a Plane."
Catchy song? Check. Scantily clad blonde? Check. Placeholder geekgasm-in-waiting "X-Ray Snakes" monitors? Check.
I don't know if this movie is going to be good or not, but I do know this...the success or failure of this movie's opening weekend is going to determine the future of marketing in Hollywood and beyond.