How big is the hype for "Snakes on a Plane"? Here's how:

For years, The News & Observer of Raleigh, N.C., has used page 2A on Saturdays to promote (or pimp, some would say) the Sunday paper. The "Coming Sunday" promos are made up of blurbs about stories from various sections, all designed to entice the reader to buy the paper the next day to read those stories. The promos nudge out the usual 2A fare of news about celebrities and entertainment.

Today, the N&O used that coveted space for its review of "Snakes on a Plane." The movie was not screened in advance for critics (supposedly to keep the movie's Internet buzz safe from the dreaded Mainstream Media). The N&O critic had to wait to see "Snakes" on Friday, and the Saturday features section was printed before he could turn in his review. That sent "Snakes" to 2A on Saturday and the "Coming Sunday" promos into oblivion.

But it doesn't stop there. The review gets a mention on the N&O front page, complete with a caricature of Samuel L. Jackson obscuring the paper's name.

Those are some powerful snakes.

UPDATE: Well, maybe not that powerful. The opening weekend's box office for "Snakes" was weaker than expected.