Reason for the Screenings

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

Tuesday, May 10, 2005 8:44 PM

Well hopefully they liked us as fans. I tried to be as nice as possible. Thanked everyone I saw on my way out. Nathan, Ron, the Universal people, the theater staff, the camera crew. They really were all very nice to us.

Me thinks I'll be a fan of Universal for a long time now.

EVERYWORLDSPINNIN

Tuesday, May 10, 2005 10:03 PM

They may have been being "nice" in showing some advanced screenings, but I'll take the more cynical stance on this.

Universal is one of many studios debuting a big budget sci-fi movie this year. But they do have something that the other studios don't. They have a genre combining sci-fi/western movie, that unlike it's counter parts this summer, is heavier on character and dialogue than on space battles and special effects. I'm sure Serenity will have those as well (I've not seen it), but from all indications, characters and story will be front and center.

This is a departure for Universal and sci-fi in general (not all though). So while I think the first screening could have been to satisfy the fans, I think it was more to show the Unibrass that there was an audience for this movie. The second screening, I'm firmly convinced is to put it up against Star Wars. Don't be surprised if the fact that Serenity was selling out theaters at the height of Star Wars mania just happens to make it into the marketing of the movie come this fall. To me this just makes sense. Universal is trying to sell a movie that is defying in it's genre, is based on a cancelled TV show, does not have a major star (other than it's creator), and not 1/10th the built in audience of Star Wars or a Spielberg film. As Mal would say, "It's getting awefully crowded in my sky.".

That being said, I sure as hell am not opposed to this, nor would I mind to see Serenity steal some thunder from Star Wars, or any other movie. When you get entertainment as good as Firefly, you've got to be a cheerleader for it. Bring on the pom poms.

Stay Shiny.
Wes

"I am a large, semi-muscular man..."

LISSA

Tuesday, May 10, 2005 10:19 PM

Quote:
Originally posted by nakedandarticulate:
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)

remember the confused old lady? the expression on her face when we told her it was scifi was priceless:)

~lissa, spwhore

DIETCOKE

Tuesday, May 10, 2005 10:21 PM

So, I decided to ask Chris Buchanan, Executive Producer of "Serenity" and President of Mutant Enemy (Joss' television company) what was the purpose of showing the rough-cut to fans nearly five months before the release of the movie. Here was my question, and here is his response:

Congrats, Chris on a wonderful movie! Can't wait until the sequel! So from a marketing strategy, how does showing the rough-cut to fans help Universal market the film? It can't be that they're just being nice.....what is the method to this wonderful madness?

Chris responds:

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

BAYBREEZE1

Tuesday, May 10, 2005 10:34 PM

Cool post with CB's message. I believe it too. Someone posted about markenting and people seeing long lines and massive enthusiasm for another movie while you are at a theater (Original Star Wars and yes, I was there). This would be good marketing indeed however, if that were the case, I think they would have done it at a more opportune time. Frankly, 10:00 pm on a Thursday night with work and school (for the kid) the next day, not really premium moving going time, at least in my house!

So yea, some marketing, but mostly I like to believe it is for us fans cause, ya know, we ROCK!

ILIKESTRAWBERRIES

Tuesday, May 10, 2005 10:41 PM

These screenings, whether Universal was just trying to be nice or cynical, are a godsend to all us Browncoats. I for one have had a much easier time recruiting new BC's with the promise of a movie come September. Most of my pals are hesitant to jump on board a tv show that only had a limited first season, but as soon as I mention Serenity and the rumor of a three picture deal (According to an interview with Alan Tudyk, this is the first movie in a three-picture Firefly contract with Universal.) I get rewarded with excited yelps and big grins. I missed the first screening in Boston, but managed to get tickets to Providence this go round, and woohoo am I thrilled.

I love my Captain.

SPIKEANDJEZEBEL

Wednesday, May 11, 2005 12:00 AM

Whatever the motivation, this definitely shows that Universal has a great deal of confidence in the film. When a studo knows a movie is bad, they go out of their way to NOT show it to many people early, even going so far as to not have screenings for reviewers before the pic opens. The idea being that if a ton of reviewers will almost certainly pan it, than they would rather not take the chance of turning away the opening weekend crowd with bad reviews, as that will be the only take the movie will get.

However, when a studio feels they have a sure thing on their hands, they will show it to lots of people first to get the positive buzz flowing. This is the case here - 5 or 6 test screenings, 2 UK screenings and now THIRTY preview screenings 5 months before the release date?! Universal has absolutely no fear of bad buzz on Serenity.

"I like smackin' 'em!" - Jayne Cobb

GROOVIS

Wednesday, May 11, 2005 12:43 AM

Universal, you make my self very happy.

There are always so many reasons to hate on big business. So rarely do they do anything for the little guy. But, in this case, they are doing it for us.

Ok, maybe not for as nieve a reason as that. I imagine they see a potential here in the "word of mouth" department, like has been said. They can clearly see what word of mouth has done, from day one of the cancellation of Firefly, for the series. They know what they have, and they know, if nothing else, that they will have fantastic DVD sales. In the same grain, Fox, despite their 'meh, whatever, we have the rights to the show' attitude, they are hoping it does well so they get another boost to the series DVD sales.

But, whatever the reason, I saw it in Boston, I will see it in Prove Place, I will see many many BCs this weekend near the launching point for Ahab in his quest. And I will most assuredly see it in it's final form, likely more than once, come September 30.

DANFAN

Wednesday, May 11, 2005 1:30 AM

I too subscribe to the theory that there are elements of both gratitude and canny marketing going on here. And I don't care one whit. The fact that they will offer these preview opportunities as a sincere thank you to the fans is so HUGELY rare in corporate America today that it just stuns me. As for the canny marketing angle, I say "bring it on!" Universal funded the creation of a treasure for us. If they make breathtaking profits off of it, then for sure they'll make us another treasure. And maybe a third.

I have no problem with Universal making gobs of money on this. They took on a big risk for us. Let them reap the rewards of that risk.

And in the process, make our friends in front of and behind the camera some comfortable cash as well.

BIKISDAD

Wednesday, May 11, 2005 1:48 AM

Right there with ya, Danfan. In this case, it isn't us poor little consumers against big business. Our interests and Universal's happen to coincide. We all want this movie to be as successful as possible. Universal wants to make money from the BDM. Good on 'em if they do. That'll just assure us of getting the sequels we want.

Go team!

Apathy on the Rise. No One Cares.

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