We're Not Who You Think We Are
by Jim Connelly
So Snakes on a Plane didn’t do as well as expected. What surprises me is why anybody is surprised about this. But they are, and the backlash against the blogosphere has already started.
“It doesn’t create any sort of mandate for Internet promotion,” said Paul Dergarabedian, president of box-office tracker Exhibitor Relations, noting that all the Web hype for Snakes on a Plane didn’t translate into ticket-buying.
In a weird sort of sleight of hand, media analysts reviewing Chris Anderson’s The Long Tail focus on the example of Netflix as both embodiment of the theory and refutation of the impact of long tail revenues. As the Wall Street Journal noted:
The currently popular notion that hits are becoming less important due to the vast reach of cyberspace would strike most Hollywood executives as preposterous. For good or bad, moguls make the opposite assumption. They can be forgiven for doing so; after just three weeks of release, the Pirates of the Caribbean sequel is already Hollywood’s all-time 11th biggest grosser, and No. 63 when adjusted for inflation.