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Snakes on a Plane's disappointing™ inability to reach the $20 million opening weekend milestone triggered New Line's desperation "Snakes in a Theater" viral marketing campaign, in which a variety of deadly serpents will be released into multiplexes in underperforming regions, building the kind of word-of-mouth buzz that the studio wasn't able to translate from internet obsession into ticket sales. No one was bitten by the two rattlesnakes employed in the campaign's initial run at the AMC Desert Ridge in Phoenix, a misfire that New Line officials blamed on the exhibitor's failure to saturate its popcorn in the snake-provoking pheromones with which it was provided, but promised "six to ten" in-theater fatalities by the film's crucial second-weekend screenings.