The Browncoats Rise Again
The best sci-fi TV series you’ve never seen has gone from cancellation to the big screen. Will a never-tried marketing strategy work for “Serenity“?
M.E. Russell – Weekly Standard
“HI, MY NAME IS JOSS WHEDON. Before we begin the special screening, I have a little story I want to tell you. It’s about a TV show called Firefly.”
I’m sitting in a movie theater in Portland and along with 200 other fans, I’m staring at a 20-foot-tall projection of the bleary, peanut-shaped head of Joss Whedon–creator of Buffy the Vampire Slayer; he’s snarkily introducing Serenity–the partially-completed film we’re about to watch. We’re paying to see this unfinished movie four months before its release date. It’s the second of three rounds of sold-out sneak-preview screenings, scheduled for May 5 and 26 and June 23 in major cities.
It’s an unprecedented way to market a movie. But then, Serenity itself is unusual: It’s a big-screen sequel to a canceled TV show named Firefly–a space-Western that was the biggest bomb of Whedon’s producing career.
“Firefly went on the air two years ago,” the giant Whedon continues, “and was immediately hailed by critics as one of the most canceled shows of the year.”
Everyone laughs. – More…