Reason for the Screenings

POSTED BY: SlayThis
UPDATED: Thursday, May 12, 2005 02:06
VIEWED: 8863
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SLAYTHIS

Tuesday, May 10, 2005 5:48 PM

I love that we have these opportunities to see the BDM months in advance, but for the life of me, I can't figure out why Universal is doing this. If it's a marketing tactic, what is the motive and goal behind it and who are they attempting to target? If it's for test audience purposes, why are they basically inviting fans to attened on a first come first serve basis as opposed to attempting to control the audience and get a healthy mix of non-fans in those test screeners to gauge how that audience reacts to the film. Or is this simply a gesture of gratitude for the fans' support? Unprecedented (as is the survival of the franchise against its given odds,) but not unwelcome. If anybody has any insight as to the reason behind these screenings, I'm really quite curious.

STEVETHEPIRATE

Tuesday, May 10, 2005 5:54 PM

No real insight - just a feeling that there is at least one entity in Hollywood that's thinking about the little people these days. Even if it's only for one movie and it's only in cities I can't get to in less than six hours.

Try Nashville, you bastards!

----------------------------------------------
STEVEthePIRATE would never refer to Universal execs as "bastards" unless it was in jest. He can wait until September. If he has to.

PULLET

Tuesday, May 10, 2005 6:17 PM

I think Universal wasn't totally convinced that the fan base really is this devoted and cool. The first prescreening proved it, and now they're just rolling around gleefully in the success.

They might also be hoping to get the buzz up with non-fans. Even though the prescreening audiences are mostly fans, I'm sure all of them are gushing about Serenity to all their non-fanboy friends. Either before and after the screening, if they liked it, or just before, if they didn't.

CARTAGIA

Tuesday, May 10, 2005 6:29 PM

Plus, you KNOW that people that went and saw it are going to see it again in September, and likely gonna bring out the friends and families. I'm interested to see how this pans out.

We've done the impossible and that makes us mighty

LEEH

Tuesday, May 10, 2005 7:18 PM

Yeah, I've been having the same thought--what do they hope to accomplish? Not that I'm complaining. In fact, I'm fascinated, because as far as I can tell, this is unprecedented. I mean, there are plenty of other films that have pre-existing fan bases, from some of the Trek films to the LOTR trilogy to comic book adaptations. Any of those could have tried to do this--indeed, it would have made sense to try it with something like "Fellowship of the Ring," where no one knew how the fans would respond to Peter Jackson's take on Tolkien. But as far as I know, this is the first time a studio has organized multiple, pre-advertised, publicized screenings--with talent in attendance.

I am wondering also if it isn't about creating a "buzz" and just drawing attention to itself as a marketing strategy, in order to capitalize on the attendant publicity. The LOTR films capitalized on the fact that for the first time, 3 movies were in essence filmed at once; that became part of the hype, as it were. So maybe the hype Universal wants to create has to do with the fan mystique that packs these screenings with so little publicity. (My God, the second batch sold out without Joss ever sending out his mass emailing.) YOu can see that in the trailer, with its emphasis on Joss as the source, and that the movie is based on something loved by "millions of fans worldwide."

Let's just hope it's wildly successful. . . .

"Well, my days of not taking you seriously are certainly coming to a middle. . . ."

SERGEANTX

Tuesday, May 10, 2005 7:43 PM

We were talking about this in another thread. Methinks they're taking a page from the original Star Wars debut. Not sure how many of you are old enough to remember, but they initially opened Star Wars to exclusive engagements only - usually just one theater in a given city. This went on for at least two months before the wide release of the movie.

The result was large lines at nearly every screening, creating gobs of free publicity and making it look like there was a lot more demand than there really was. A 'viral' marketing scheme before they had such a term. By the time the movie went to general release, everyone (who hadn't already seen it) felt like they were missing out on something. Obviously it worked.

I think that's what Universal is up to. In all reality there are only a few thousand of us fighting over these tickets, but selling out 'twenty cities in twenty minutes' or whatever it was makes for great buzz. On one level I don't like being 'played' in this way, but if it makes a hit out of Serenity, without a lot of compromises in terms of content, I'm all for it.

SergeantX

"Dream a little dream or you can live a little dream. I'd rather live it, cause dreamers always chase but never get it." Aesop Rock

LEEH

Tuesday, May 10, 2005 7:51 PM

Ah, makes sense. I saw SWars in '76, but wasn't paying attention to the marketing back then, not then being fannish.

Let's hope it works as well this time!

"Well, my days of not taking you seriously are certainly coming to a middle. . . ."

NAKEDANDARTICULATE

Tuesday, May 10, 2005 7:54 PM

sgt x is right,when i was in boston i was about 200 bac and this other movie was exiting isaw atleast half if not more ask what was going on to which we responded "its called serenity" now those peeps will go home wondering what they saw,going online and finding out how cool firefly is and then they will come to the movie mwahahahaahahahaahaaa!(mine is an evil laugh)

"Hamsters is nice."

ZNACHKI

Tuesday, May 10, 2005 8:11 PM

Quote:
Originally posted by SlayThis:
I love that we have these opportunities to see the BDM months in advance, but for the life of me, I can't figure out why Universal is doing this. If it's a marketing tactic, what is the motive and goal behind it and who are they attempting to target? If it's for test audience purposes, why are they basically inviting fans to attened on a first come first serve basis as opposed to attempting to control the audience and get a healthy mix of non-fans in those test screeners to gauge how that audience reacts to the film. Or is this simply a gesture of gratitude for the fans' support? Unprecedented (as is the survival of the franchise against its given odds,) but not unwelcome. If anybody has any insight as to the reason behind these screenings, I'm really quite curious.

Well, according to Chris Buchanan - who should know, it's a bit of both - but a lot because ME asked. His post from the OB today.

http://forums.prospero.com/foxfirefly/messages?msg=22924.64

DC218 - Actually Universal is just being nice. Really. (We wanted to show the fans the movie as soon as we could and they obliged.)

As the old Mutant Enemy slogan went: "Never forget who put us where we are" and "Serenity" is the perfect example. IMHO, Uni is smart enough to understand that the Browncoats are the molten core of Serenity's audience and know the world, characters and potential of Serenity better than anyone else. Instead of taking the "fans will come no matter what so let's just focus on the uninitiated masses" approach, Uni is empowering the Browncoats to help the film's prospects. Show some of the fans the movie, so they know how hard it rocks (IMHO, again) and that it stays true to the world Joss created on Firefly; and they will help spread the word in a very genuine way -- no fake hype necessary. If we didn't believe in the movie, we couldn't show it this way. But we do. And hopefully, you do, too. I hope that answers your question. Thanks, Buchanan

Isn't that shiny?

DAIKATH

Tuesday, May 10, 2005 8:24 PM

I also have another reason.

A movie has to do well immediatly upon release or it will be replaced with another movie. However if the screenings sold out like they did, they might give the movie a little more slach then usually before replacing it. Giving it time to come onto it's own and let word of mouth do it's thing.

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