'Snakes' fans rattle marketing landscape

Bing, Jonathan
May 2006
Daily Variety;5/2/2006, Vol. 291 Issue 21, p4
Trade Publication
The article looks at the trailer mash-up phenomenon in the United States, which refers to the growing number of Internet users and film fans creating their own trailers using materials created by film studios. The trailers are known as SOAP. Examples are the proliferation of "Snakes on a Plane" film trailers shown at California-based YouTube, the Napleon web site for "Napoleon Dynamite" by Fox Searchlight and New Line's web site for its ballroom-dancing drama "Take the Lead."


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