Now filming: "Ron Paul on a Plane"

Jesse Walker has some fun with a meme:

Among the other firsts of his campaign, Ron Paul is probably the only presidential contender to be compared to a Samuel L. Jackson movie. The Texas congressman, a dark horse candidate for the Republican nomination, was being lightly grilled by Kevin Pereira, a host on the videogame-oriented cable channel G4. "Young people online, they were really psyched about Snakes on a Plane, but that didn't translate into big ticket sales for Sam Jackson," Pereira said. "Are you worried that page views on a MySpace page might not translate to primary votes?"

The reference was to the Internet sensation of 2006, an action movie whose cheesy title and premise had sparked a burst of online creativity: mash-ups, mock trailers, parody films, blogger in-jokes. Hollywood interpreted this activity as "buzz," and New Line Cinema inflated its hopes for the movie's box office take. When the film instead did about as well as you'd expect from a picture called Snakes on a Plane, the keepers of the conventional wisdom declared that this was proof of the great gulf between what's popular on the Internet and what sells in the material world.