Mercury News reports on how the producers of Snakes on a Plane took advantage of web 2.0 to give the people what they want:

"This is like the ultimate interactive movie,'' said Paul Dergarabedian of Exhibitor Relations, a box-office tracking service. "Hollywood usually recruits focus groups for test screenings. New Line has taken this a step further: The audience has been able to effect change in a movie from home via the Internet.''

And there is no pre-screening for the critics because it was not made for the old media:

"Ellis said the critics can blame him for the no-advance-screenings mandate, which has been read as a sure sign that, as Ellis puts it, "Our movie sucks.'' (An eight-minute clip was shown at a comic-book convention in San Diego in July.)
"This isn't a critic's movie, it's a fan's movie,'' Ellis said. "I really wanted to give it to the fans first.''

The critics may think it sucks, but who cares in the 2.0 world? The marketing definitely rocks. Just remember copycats that part of why there is a buzz is because this is not the norm. I'm sure blog marketing of movies will be the next big thing, but they will not have the effect of this first one- especially if the movie really does suck.