Who is our target for June23 ads? by zeastburg

GENERAL DISCUSSIONS

Who is our target for June23 ads?

POSTED BY: ZEASTBURG
UPDATED: Saturday, April 22, 2006 15:51
SHORT URL:
VIEWED: 6430
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Wednesday, April 19, 2006 7:54 PM

Fans or non-fans?

If ads promoting June23rd are going to appear on:

Fansites:
Then all the slogans about "misbehaving" and "browncoats" are great.

or

Non-fansites, targeted to people who don't know about FF/Serenity:
Then all the talk about "misbehaving" and "browncoats" is confusing and beating around the bush.

Yeah, I get it, its a line from Serenity.

But it doesn't make since.

A) How is buying a dvd, and going to charity screenings..."misbehaving?"

B) If your advertising to non-fans who do not know what the phrase is from, it is even more confusing.

Your Response to B: Confusion leads to intrigue which leads to clicking the ad.
My Response: Then when the non-fan learns more, he will be running (A) through his head.

In my opinion,
using the "misbehave" phrase in an advertisement targeted at non-fans, is like using the phrase "By Grabthar's hammer..." to advertise the movie GalaxyQuest.

IMO, slogans and DayNames are secondary to getting the user's attention, and then efficiently communicating the message before you loose the user's eyes.
What we're doing,
why you should care,
what you can do.

Something like: http://www.zeastburg.com/serenityday/revive_01a.html
(Quickly threw that together, and could make a million variations w/ different text & ad-sizes easily.)

Then again, I could be writing all this under a false premise, where the goal is to have "June23" ads on fan sites, and not on "secular" sites.

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Wednesday, April 19, 2006 8:41 PM

AGATSU

I dunno, your suggestion is a bit too "expositionary" and doesn't pack any punch.
"Look, they resurrected that funny cartoon show once, and we're gonna try what they did by buying lots of DVDs!"
It also sounds like WE, too, are trying to resurrect Family Guy ("do the same", "the same" referring to resurrecting Family Guy).

As for your critique, the "misbehave"-line - although technically an inside thing - does create interest imo. And it's not that far fetched because we DO plan on making quite a ruckus, allbeit in a good way. We're not gonna be good quiet little fanboys and -girls sitting in our chairs at home watching the DVDs over and over again like good quiet little fanboys and -girls are supposed to, we're gonna take our stairs to town, stand proudly on them, and then jump down in the same moment and kick the earth out of orbit, n'kay?
Apart from that, the "misbehave" line was on all the Serenity posters, so people might remember it vaguely from there.
Be that as it may, I do see your point, but we do need a catchy line, and that's the catchy line that was all over the posters and covers of the movie we're trying to push - and named our day after.
I dunno, but that kinda makes sense to me.

One day.
One mission.
One army of Browncoats.

On June 23rd, we aim to misbehave.

http://serenityjune23rd.com/

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Wednesday, April 19, 2006 9:13 PM

BARCLAY

This is a great opportunity for Browncoats to put their money where their mouth is (figuratively).

Few months ago, everyone said "I could market this movie better than Universal did." Time to prove it.

That being said, I agree with most of what the first poster has said. As fans, lines about "misbehaving" and being an "Army/legion of browncoats" are all well and good; but they're not simple. We have to take a complex thing (an obsession than many have had for up to four years) and convert it to 25 words or less.

So, like any good marketing exec would tell you, I think this whole "let's all make one slogan" thing is overblown.

First, we have a common theme

One Day
One Mission
June 23rd

Second, we then tailor the message to each audience.

For Fans

One Day
One Mission
On June 23rd, The Browncoats Rise Again. (or Aim to Misbehave, etc).

Non-Fans

One Day
One Mission
On June 23rd, Find Serenity.

If you want more information included

In 2002, Firefly aired on the Fox network.
In 2005, The continuation, Serenity was released by Universal Pictures.
On June 23rd, 2006, Help send a message that you can still find Serenity.

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Wednesday, April 19, 2006 9:26 PM

SAMEERTIA

Yup,
What Barclay said. :) Something kinda like... this-

http://h1.ripway.com/Ertia/JaynesBunk/images/attack.JPG

I think can get away with the 'misbehave' quote even with non-fans. The image shows someone clearly misbehaving, but the text clearly has to tell them HOW to misbehave. Find Serenity, at all costs.
Who, what, when and how. :)

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Wednesday, April 19, 2006 9:41 PM

AGATSU

Shiny, but the text segments are sort of like all over the place, and it's hard to make out what's happening on the pic if you haven't seen the movie..
And about one slogan for the fans and one for the Browncoats, that's fine with me, although I see a whole different set of problems rising with more than one "official" slogan.

One day.
One mission.
One army of Browncoats.

On June 23rd, we aim to misbehave.
http://serenityjune23rd.com/

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Thursday, April 20, 2006 1:02 AM

AUSSAY

Lol at Galaxy Quest

"By Grabthar's hammer..."

"Shake your head boy, your eyes are stuck"

www.fireflyfans.net
http://www.browncoatsriseagain.com

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Thursday, April 20, 2006 2:50 AM

FUTUREMRSFILLION

If I were not already a fan, and I saw an ad that said "We aim to misbehave" (Or I) I would definately look into it. I would be intrigued - no doubt.

One day.
One mission.
One army of Browncoats.

On June 23rd, we aim to misbehave!

Nathan doesn't know it yet, but I am his one true love! Is that weird?

(he will believe, he will believe)

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Thursday, April 20, 2006 3:42 AM

ARABIKUM

Quote:
Originally posted by FutureMrsFIllion:
Nathan doesn't know it yet, but I am his one true love! Is that weird?

Weird? No. Why?

Yours truly,

Mr. Staite

One day.
One mission.
One army of Browncoats.

On June 23rd, we aim to misbehave!
http://www.fireflyday.com/

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Thursday, April 20, 2006 4:28 AM

RACH

I'm thinkin'...

'Grabthar's Hammer': haven't seen Galaxy Quest. If I saw that on a poster...eh, it's a cool phrase and I might be interested enough to pursue the thing, but then again, maybe not.

BUT.

'misbehave' is intriguing. Verb = action.

Something's going to happen.

Curiosity/Anticipation...all very good things.

And the DVDs are the tip of the iceberg.Most people already have it, so there are some gorgeous ideas about giving them away/sending them to people/generally spreadin' the word. Then there are the screenings, shindigs, flyering and all other action going on. Nothing mean. But action.

Re different messages for fans/non fans...this debate's been ragin' some. I like debate. As long as it eventually gets resolved. I do like the idea of a variety of banners...it's like a teaser campaign, it piques interest. But in the end, this is about organisation. Will go with my orders.

x

One day.
One plan.
One army of Browncoats.

On June 23rd, we aim to misbehave.

www.fireflyday.com
www.straightfromthehorsesmouth.co.uk/firefly

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Thursday, April 20, 2006 4:35 AM

ZOID

zeastburg:

How they hangin', man? Lookit... I can see you're thinking you can do a better job, and you'd like folks to see it your way. But it's already been decided, by acclamation.

That doesn't stop you from doing it your way, too. It'll just be a little lonelier than you had hoped.

Or you could give up your aspirations of leadership on this particular project and join in with everyone else. Think about it: Warmth from a circle of friendship with a common cause.

I can sympathize though. My idea never got past the committee:

"For the love of everything that is wholesome and good...
This June 23rd, buy a copy or three of the movie "Serenity" on DVD.
The fate of the civilized world depends on you..."

I don't understand why more people didn't love my idea. It tugs at the heart strings and evokes a sense of patriotism. It has everything, including an ellipsis...

("Could I get that ellipsis in cornflower blue?")

Okay, so it turns out I'm not an advertising whiz. But, I like what the founders of this particular movement have done with the slogan. And I'm a good 'joiner', when the cause is worthy.

So, zeastburg, I guess what I'm asking is: "Have you ever subsumed your ambition to lead, for the good of the community?"

Wanna?

Followingly,

zoid
_________________________________________________

"One dream.
One soul.
One prize.
One goal.
One golden glance,
Of what should be..."
-"It's a Kind of Magic", Queen

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Thursday, April 20, 2006 5:44 AM

SAMEERTIA

Quote:
Originally posted by Agatsu:
Shiny, but the text segments are sort of like all over the place, and it's hard to makew out what's happening on the pic if you haven't seen the movie..

Yes, that was something I just whipped up really quickly as an example of show-don't-tell. There are far better graphics geeks around here doing really superior graphics for us.

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Thursday, April 20, 2006 7:58 AM

ZEASTBURG

Quote:
Originally posted by zoid:
Or you could give up your aspirations of leadership on this particular project and join in with everyone else. Think about it: Warmth from a circle of friendship with a common cause.
I can sympathize though. My idea never got past the committee:
So, zeastburg, I guess what I'm asking is: "Have you ever subsumed your ambition to lead, for the good of the community?"

Lead? I'm not sure where you get that idea, perhaps from your own experience it seems...

I'm putting this perspective out there while the ball has just barely started rolling - what, 5days ago was the Definitive Do-Something post?

The point of my post is you(we) walk a line between intriguing and alienating the viewer, which depends on the intensity of the obscure-inside-references used. I'm proposing this line exists and, depending on who your target is, should be mindful of.

And obviously how they react to one thing vs another depends on the viewer's disposition, which is of course the gamble of an advertisement in one style vs the other.

Whatever.
Watching the vomit animation on the left for the 100th time is making me want to close this browser.
So i'll hit the X and cross my fingers the 23rd.

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Thursday, April 20, 2006 9:23 AM

PINGJING

I was always under the impression that Serenity Day was intended to rally the fans, ie. insiders. Recent posts indicate otherwise...but isn't the point that we show Universal how large the fanbase is, and what kind of money power we have? Recruiting new fans would be great too, but that would be more like serendipity than the actual aim of this project.

But, if our goal has changed and we're aiming at non-fans, then I'll say this:
Were I to see the phrase "By Grabthar's hammer..." I would most likely roll my eyes and move on. (Sorry to the fans of Galaxy Quest, I've never seen it and know nothing about it - just trying to prove a point here.) "We aim to misbehave" isn't quite as strange as "Grabthar" but it does leave the newbie befuddled. I think it's best to grab people by what they DO know. If they recognize the line, great. If not, I think we need to think of something new.

Julia

One day.
One mission.
One legion of Browncoats.

On June 23rd, we aim to misbehave.
http://serenityjune23rd.com/

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Thursday, April 20, 2006 9:29 AM

SAMEERTIA

I agree that the main point is to reach the fans, but I also think that this is a great opportunity to reach NEW fans.

Since the night this came up, I've been using my 'Find Serenity June 23' avatar and the sig-line "The Browncoats Unite on June 23rd and we aim to misbehave" on the Highlander-Community.
Just this morning, a non-fan asked me, "Hey, what's your sig about?" - heh heh.
CONVERT!!
(As soon as we have an official image, I'll switch it out!)

The question is how to scream "BUY SERENITY!" quietly, and in an influential manner...

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Thursday, April 20, 2006 10:36 AM

AGATSU

It was about uniting the Browncoats, making lots of money for Universal AND recruiting new people to strengthen the fanbase (or at least make people interested in the sequel).
The DVD-buying is the moneymaking part, and the DVD-giving-away afterwards is the recruiting part (alongside media attention and spreading the word).
This isn't about celebrating ourselves, it's about celebrating Serenity. With anyone who might be interested, and doesn't even know it yet.

One day.
One mission.
One army of Browncoats.

On June 23rd, we aim to misbehave.
http://serenityjune23rd.com/

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Thursday, April 20, 2006 6:42 PM

KAELE

This thread has been an absolute hoot. I love the discussion here! I simply cannot believe I missed it before...and I apologize that I did.

Seeing as how I sort of inherited this, I'm going by my goals now because I've no idea what Maxrimstain's goals were.

We want to get the fans together and make a concerted effort to puchase the Serenity DVD. Wether it be the regular one or the HD (which should be out by then) is up to the purchaser. I will certainly keep in mind everyone's suggestion as to WHERE to purchase them, but all I can do is encourage everyone.

Anyone who is purchasing a DVD who already owns one, we are asking that they donate it to a public or college library.

This is one way we can gather together and show our strength as fans. This is also our way to say that we love this movie and are thankful it was made. So thankful in fact, that we want other people to see it and experience the love we feel. If it means a few extra dollars on our part, then so be it. This movie means that much to us.

Hopefully through these sales numbers, we will in some small way influence the people at Universal into thinking that investing in a sequel is a good idea. The downside to this aspect of the movement is that it will be the MOST difficult to prove.

If a non-fan becomes intrigued, "They're gonna misbehave! What the heck are they gonna do?" I say wonderful! It'll pull them to our site, just like SameErtia said. (Yay! Recruiting!) Then they'll ask themselves if they've seen this strange movie we're making such a big fuss about.

And DANG, people. Reading these posts (ziod's especially) made me really appreciate that college education. After midnight was probably not the best time to be reading these and attempting to comprehend them!

Not being versed in marketing as much as my husband, I'm taking my best stab at it. Maybe I should hire him as my market research analyst. Think he'd take general tsao's chicken as payment?

~Kaele

One day.
One mission.
One army of Browncoats.
On June 23rd, we aim to misbehave.
http://www.serenityjune23rd.com

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Thursday, April 20, 2006 7:58 PM

HERA

My concern is that Universal won't be that impressed with fans who already have copies of the DVD buying more. This won't translate to box office if we don't introduce more fans to the movie. The more fans, the more people to see the sequel. Otherwise, Universal may be of the opinion that the same number of people will go to see the sequel as who went to see Serenity. And the industry considers that a box-office failure, even though the DVD sales are strong.

I think we can reach out to non-Browncoats who have seen or heard about Serenity, but perhaps not the whole 'verse (Firefly, FFF.net, etc), and get them to buy the DVD as well. If Universal knew we were GROWING the fanbase, the might sit up and take notice.

So, long story short, more new fans to buy the DVD, in addition to established Browncoats.

In ad-geek speak, we have two target markets. Browncoats, and non-Browncoats.

The non-Browncoat message could include urls to drive them to www.serenityjune23rd.com and an additional one saying something like: Learn more about the fans at www.donetheimpossible.com

Now that story should get out more, ya think? It's a great story, and builds on the credibility of the existing fan-base.

"Wanna?" – Mal to Kaylee, Out of Gas

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Thursday, April 20, 2006 8:07 PM

THEONETRUEBIX

Or, organize a charity screening, bring entirely new people to it to have the full-on big-screen experience, and then they'll want to go buy the DVD anyway afterwards. ;)

SERENITY NOW/EQUALITY NOW
Organize Your June 23 Charity Screening!
http://www.cantstoptheserenity.com/
More than fifteen cities in four countries are making plans.

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Friday, April 21, 2006 12:53 AM

RACH

Zoid, you crack me up. Wholesome, indeed. Speak for yourself, sweetheart. My boxset gets me excited in all sorts of ways...

Cheers for clarification, Kaele. It's necessary, over and over again, and you're good at it. Salutes.

Bix, I'm chasing you all over th'day! I think there's potential here. Whaddy'all reckon on it?

I say we do it all.

x

One day.
One mission.
One army of Browncoats.

On June 23rd, we aim to misbehave.

www.serenityjune23rd.com
www.straightfromthehorsesmouth.co.uk/firefly

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Friday, April 21, 2006 1:17 AM

KAELE

Quote:
Originally posted by Rach:

I say we do it all.

I agree!

~Kaele

One day.
One mission.
One army of Browncoats.
On June 23rd, we aim to misbehave.
http://www.serenityjune23rd.com

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Friday, April 21, 2006 2:13 AM

ARABIKUM

Quote:
Originally posted by Hera:
My concern is that Universal won't be that impressed with fans who already have copies of the DVD buying more.

Hey Hera,

I share your concern. Therefore one task should be, to assimilate new browncoats. I can only speak for my country, here. The problem over here is, that the firefly-show´d never been on TV. That´s why the masses do not know the show (on that background, the DVD sales in Germany are very good). UIP had to do some special screenings of Firefly in the movie-theaters when Serenity hit the theaters.

I made a post on a german firefly message board (with at least a litle activity going on) and invited them, to probably link to

http://www.fireflyday.com/

and too generally spread the news!

I don´t know about all that technical and legal stuff, and I don´t care. If you can´t do something smart, do somethin right!

I also made a draw for a letter and tried to invite them to write / mail to the german TV network RTL. They bought the broadcasting rights for Firefly / Germany back in 2003 (?!) and they never aired it! Can you imagine that?!

We´re going to suggest, that RTL´s doing an announcement on June 23rd that Firefly will probably be aired on german television...

Nothing might be coming out of that, but it´s a part of the action, that´s taking place in general...

And I´m going to raid a whole lot of other german message-boards in the next days.

A.

One day.
One mission.
One army of Browncoats.

On June 23rd, we aim to misbehave!
http://www.fireflyday.com/

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Friday, April 21, 2006 2:36 AM

AGATSU

Schreib mich mal an, muss ja wohl mitmachen.

One day.
One mission.
One army of Browncoats.

On June 23rd, we aim to misbehave.
http://serenityjune23rd.com/

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Friday, April 21, 2006 2:47 AM

ARTCAT81

Flying back into theaters
June 23
Serenity

We've done the impossible
that makes us mighty,
June 23 Serenity will soar back into theaters

Ever sail on a Firefly?
The ships in port June 23
See you in the world.

JOss Whedon is my master
June 23
come see why

Browncoats are the shiniest folks in the 'verse

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Friday, April 21, 2006 2:48 AM

ARABIKUM

Hallo Agatsu!

Auf dem deutschen Board ist leider nicht sehr viel los und auch vom Admin hab ich noch nichts gehört. Vielleicht kann man da etwas Schwung reinbringen (ich fürchte eher nicht). Aber immerhin haben die 200.000 Zugriffe in 10 Monaten, wenn ich´s richtig sehe. Hier der link.

http://48688.forum.onetwomax.de/area=8&topic=&reverse=1

Weitere Adressen wären z.B.

http://www.sf-radio.net/

http://www.serienjunkies.de/Firefly/

http://www.sf-fan.de (Kannte ich biosher ebenfalls nicht. Für SF-Fans eine klasse Seite!!!)

Im Briefentwurf an RTL greife ich nat. in Teilen das US-Original auf:

Sehr geehrte Damen und Herren,

Am 23. Juni 2006 werden wir Browncoats, Fans der exzellenten und von Fox leider ruinierten SF-Serie „Firefly“, weltweit Kopien des Kino-Sequels „Serenity“ auf DVD erwerben! Dies tun wir einerseits um zu zeigen, wie viele wir tatsächlich sind und zum anderen, um Universal klar zu machen, dass wir „mehr“ wollen, mindestens jedoch ein weiteres Kino-Sequel! Parallel erfolgen eine Reihe internationaler sowie privater Aktivitäten, um neue Fans zu gewinnen. Angesichts der auch von Kritikern bestätigten hohen Qualität der Show, dürfte das ein untergeordnetes Problem sein. Unsere Bewegung wird täglich größer, und obwohl „Firefly“ nie im deutschen Fernsehen gelaufen ist - die Serie mithin einem breiten Publikum völlig unbekannt ist - sind die Verkaufszahlen der DVD´s auch bei uns ganz beachtlich!

RTL ist seit Jahren im Besitz der deutschen Übertragungsrechte für „Firefly“. Leider ist es bis heute nicht zu einer Ausstrahlung gekommen. Es wäre toll, wenn Sie oder Ihr Tochterunternehmen RTL2, als einer der wenigen hoffnungsvollen Häfen, die wir Science Fiction-Fans in Deutschland überhaupt haben, den Geburtstag des Schöpfers und Regisseurs Joss Whedon am 23. Juni 2006 zum Anlass nehmen könnte, um zumindest einen Termin für die Ausstrahlung im deutschen Fernsehen zu benennen! Alternativ geben Sie die Rechte bitte zurück an den Markt. Ich bin sicher, dass Sender wie SciFi an einem Erwerb und einer Ausstrahlung interessiert sind.

Falls du Anregungen hast,Agatsu,immer gerne!

Steter Tropfen höhlt den Stein.

A.

One day.
One mission.
One army of Browncoats.

On June 23rd, we aim to misbehave!
http://www.fireflyday.com/

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Friday, April 21, 2006 4:45 AM

AZTECHROME

Quote:
Originally posted by SameErtia:
I agree that the main point is to reach the fans, but I also think that this is a great opportunity to reach NEW fans.

A lot of longer posts on this thread.
I basically agree with this thought.
We should try to saturate fan-heavy areas w/bulletins. Especially for scifi people who don't necessarily traffic the site.

We want to ACTIVATE all the latent fans we can.
If we pick up some new ones, that would be shiny,
but activating the sleepers should be a priority.

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Friday, April 21, 2006 4:52 AM

ARTCAT81

hows about sending out links to the River Tam files again, they are short and really grab your attention when played out of order (aka the order they were released in) They were short but a very powerful recruitment tool for me. http://www.session416.com/complete_sessions

a short clip from the movie space battle would also rock.

Browncoats are the shiniest folks in the 'verse

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Saturday, April 22, 2006 11:39 AM

FREESPACE

I agree with reaching out to latent fans.

I would have put myself on that list until very recently. Where I live (Ireland), the T.V show never aired and dispite my interest in many things sci-fi, Firefly never popped on my my rader so to speak. It just never got much exposure here at all. It was'nt until recently a friend gave me a copy of the Box-set to watch, that i realised what had slipped by me!!

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Saturday, April 22, 2006 1:19 PM

J6NGO1977

I am currently playing EVe Online and I am banging on about today is Serenity day. I am realy trying my best :)

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Saturday, April 22, 2006 1:21 PM

SAMEERTIA

huh?

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Saturday, April 22, 2006 1:21 PM

SAMEERTIA

well, that was a double post to be bugged by. I mean, I wasn't even trying to say anything except to ask exactly what J6 was talking about in as few words as possible.

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Saturday, April 22, 2006 1:23 PM

GRAYFURY

I'm going to buy a few copies on the 23rd ...then DONATE them to my local public library... Get the message out!!

"Smellin' alot of IF comin' offa' this plan!"

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Saturday, April 22, 2006 3:51 PM

AGATSU

Reactivating Browncoats is shiny and all, but series and movies aren't being made for fans, but for a broad audience. We need more people to see Firefly, then they'll get hooked on their own and GO SEE A NEW MOVIE. To achieve this, we need all the Browncoats we can get, and reactivate idle 'coats.
This means to an end in itself is just as important as the goal itself - it's beautiful!

So what I'm saying is, reactivate the old Browncoats, get them all excited like we already are, which shouldn't be hard, and tell them to spread the word. They'll feel the fire again and recruit new people with all the more enthusiasm, and new fans mean a broader audience for a possible sequel.
So the question isn't even really who we should focus on, it all just fits.
For once.

One day.
One mission.
One army of Browncoats.

On June 23rd, we aim to misbehave.
http://serenityjune23rd.com/

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