There was buzz, editorials, fan sites, and the release. Then it was gone. Snakes on a Plane was a look into the future of cinema. It had such incredible hype that public buzz was able to influence the name, the script, the rating, and even the shooting schedule.

Its box office was uninspiring. Grossing just over $15 million opening weekend and with just under $34 million as of October 1st, Snakes barely topped its estimated budget. But while the hype died in the theatre, the marketing strategy lived on.

The new movie Transformers is taking a cue from Snakes’ playbook and asking its audience for input on the movie.

Transformers is a live-action movie based off the popular cartoon and action-figure series of the same name. This time the two battling robot clans bring their fight to Earth, and we are the innocent bystanders. The film’s name comes from the robots’ ability to change from fighting warrior to some mode of transportation.

The leader of the evil Decepticons clan is Megatron, voiced by Frank Welker. Welker was the voice for many Transformers characters on the original 1984 TV show and the original 1986 movie. Welker has also done voice work for an astonishing 530 other television shows and movies. Peter Cullen will be the voice of the leader of the good Autobots, Optimus Prime. He was also Prime’s voice in the original movie.

Here is where you, the savvy, Internet-generation consumer, come in. The Transformers Web site is accepting submissions for a one-liner for Optimus Prime.

This is clearly inspired by the most anticipated line from Snakes: “I’m tired of these motherfucking snakes on this motherfucking plane.” The studio added five days of shooting to include the line and up the rating to R. The addition of this line and the push to increase the sex and violence was due to intense Internet chatter and blogger support.

The best part is that the website has a running ticker of recent submissions, though it has probably been screened for inappropriate suggestions. Among some of the more off-beat suggestions are “Oh snap,” “These pretzels are making me thirsty,” and “Anyone ever say you look just like David Hasselhoff?” Others play off the robot humor: “Domo Arigato Mr. Roboto,” “Rust in pieces, Decepticon scum,” and “Whew… I’m glad I can’t feel pain.”

Those who submit lines can vote for the ten finalists. Peter Cullen will then record all ten lines and the filmmakers will choose the winner. Submissions end October 12th and voting begins October 16th.

Is having an audience write the most-climatic lines lazy or is it excellent market research? Considering Snakes’ life span and gross income, it might not be the smartest option.

The producers are banking on a huge fan base wanting to relive some childhood memories, with millions of dollars in special effects thrown in. Though the plot doesn’t have the simplistic genius of Snakes or Crank, it probably has a somewhat broader appeal.

No one is coming to see the next installment in this saga or learn Earth’s fate. People want to see Lamborghinis and Hummers turn into giant robots and fight each other.

This change in movie-making shouldn’t be too big of a surprise: Everything is moving towards consumer control and customization. Cable companies advertise that you can literally demand content from them and they will serve it up with a smile. Internet video like CNN Pipeline allows people to customize their broadcast, and, of course, you can have it your way at BK.

Is this dangerous? After all, Burger King’s policy allows consumer to go from healthy to stroke in one six-patty bacon cheeseburger. Will increased audience input effectively give the movie industry its own life-threatening health risk? Considering that movies spend unbelievably large amounts of money, script decision might best be left up to professionals. Otherwise, future action scripts will have the hero’s climatic line before the final battle simply be “insert public opinion here.”