I wasn't going to weigh in on the entire SoaP movie online marketing phenomenon because I think others have done a great job posting on this already. However, over the weekend as the mainstream press started to label the same phenomenon they admired a few weeks earlier as a failure, I started to get angry. Even some of my more enlightened friends (Seth - c'mon not you too!), are MISSING THE POINT. So here is my $.02 to add into the mix.
It is not about the box office numbers.
It is not about the plot or storyline or the end product.
It is about the audience (and it's key star) participating in the movie during the creative process.
There was enthusiasm and energy. All you have to do is watch Samuel Jackson on Jon Stewart to know this is only the beginning of something very interesting. In Web 2.0 geek marketing terms - Samuel Jackson was the Community Marketing guy. He loved the project, he was passionate, the producers were open minded and got the online world involved.
If I was a movie producer (something I have always wanted to be when I grow up), I would learn from this. Just imagine what you could do with a more mainstream movie and a really good plot!