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Websites, podcasts and interviews were all used to ensure they communicated openly and consistently with their fan following. Such was the support in the face of the series being cut, that Joss went on to produce a full feature length movie, Serenity. "This movie should not exist," commented Whedon, to his fans. "Failed TV shows don't get made into major motion pictures -- unless the creator, the cast, and the fans believe beyond reason. It is, in an unprecedented sense, your movie."

There is no better way to establish buyer loyalty, or in fact to deliver a compelling experience, than to share the film's development and production process with the consumer.

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As the games industry takes innovative steps to communicate with and involve the wider public in their process, there is a lot that can be learnt from the films industry. It is clear that, just as with films, it is essential that it enables its audiences to feel a sense of ownership of the media they purchase. We can achieve this with transparent and honest communication -- be it a blog, podcast or video.

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