Optical/IP Networks

Snakes on a Cellphone

4:00 PM -- Well, you knew this one was coming. It's "Snakes... on a Cellphone!"

New York-based mobile content firm MindMatics LLC has released a cellphone game based on the Internet movie hit of the summer, Snakes on a Plane.

Players can become Samuel L. Jackson's character ([email protected]#$%er!!!) in a multi-level game that mirrors "the movie's intensity." It is all part of a parcel of SoaP-related mobile content that MindMatics has developed with New Line Cinema.

Venomous creatures aside, the really interesting question here is: When will the wireless Internet, mobile devices, and delivery get sophisticated enough so that marketers can use them to virally market a film?

With its tabloid title and high-concept plot, Snakes on a Plane became the stuff of legend on Internet chatrooms and message boards long before it was ever shown to the public. (See The Film of 2006... Already?) Even if the film turned out to be a bit of a damp squib on release, it has still shown that there are new avenues to be explored in viral Web marketing. Something that might be particularly important if -- unlike New Line -- the firm marketing a product doesn't have a huge budget to blow.

Truth be told, I don't know exactly what will precipitate a revolution in mobile viral marketing or how it will be done. (See Mobile Viral Spiral .) I do, however, suspect that it won't be pioneered in the U.S. but rather the Asia/Pac region or possibly Europe.

I imagine that the means of disseminating such a blast would rely on text, mobile IM, picture messaging, and maybe short audio or video clips to a phone or other device among mobile online communities. And it will become significantly easier as technology like Google (Nasdaq: GOOG)'s location-aware search technology becomes more commonplace. (See Someone to Watch Over Me?)

So it may not be here right now, but the real Snakes on a Cellphone surely can't be too far 'round the corner.

— Dan Jones, Site Editor, Unstrung

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