The film's B movie-esque title generated a lot of pre-release interest on the Internet. One journalist wrote that "Snakes on a Plane" is "perhaps the most internet-hyped film of all time". Much of the initial publicity came from a blog entry made by screenwriter Josh Friedman, who had been offered a chance to work on the script. The casting of Samuel L. Jackson further increased anticipation. At one point, the film was given the title "Pacific Air Flight 121", only to have it changed back to the working title at Samuel Jackson's request. In August 2005, Samuel Jackson told an interviewer, "We're totally changing that back. That's the only reason I took the job: I read the title." On March 2, 2006, the studio reverted the title to "Snakes on a Plane". New Line hired two additional writers to smooth out the screenplay.