What they tried to do with Snakes on a Plane was make a cult movie and market it as such. Unfortunately, this backfired, mostly because everyone on the internet was laughing at the movie, not with it, which the creators didn't seem to understand. I think Cloverfield's going to do better for a bunch of reasons, mostly because it takes itself seriously. The marketing doesn't focus on a single line from the movie like SOAP, and so far the only gimmick has been its mysteriousness.