Reason for the Screenings by SlayThis

GENERAL DISCUSSIONS

Reason for the Screenings

POSTED BY: SLAYTHIS
UPDATED: Wednesday, May 11, 2005 16:06
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Tuesday, May 10, 2005 7:48 AM

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.

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Tuesday, May 10, 2005 7:54 AM

STEVETHEPIRATE

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.

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Tuesday, May 10, 2005 8:17 AM

PULLET

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.

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Tuesday, May 10, 2005 8:29 AM

CARTAGIA

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

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Tuesday, May 10, 2005 9:18 AM

LEEH

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. . . ."

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Tuesday, May 10, 2005 9:43 AM

SERGEANTX

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

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Tuesday, May 10, 2005 9:51 AM

LEEH

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. . . ."

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Tuesday, May 10, 2005 9:54 AM

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)

"Hamsters is nice."

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Tuesday, May 10, 2005 10:11 AM

ZNACHKI

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?

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Tuesday, May 10, 2005 10:24 AM

DAIKATH

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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Tuesday, May 10, 2005 10:44 AM

ZEEK

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.

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Tuesday, May 10, 2005 12:03 PM

EVERYWORLDSPINNIN

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..."

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Tuesday, May 10, 2005 12:19 PM

LISSA

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

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Tuesday, May 10, 2005 12:21 PM

DIETCOKE

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

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Tuesday, May 10, 2005 12:34 PM

BAYBREEZE1

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!

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Tuesday, May 10, 2005 12:41 PM

ILIKESTRAWBERRIES

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.

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Tuesday, May 10, 2005 2:00 PM

SPIKEANDJEZEBEL

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

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Tuesday, May 10, 2005 2:43 PM

GROOVIS

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.

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Tuesday, May 10, 2005 3:30 PM

DANFAN

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.

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Tuesday, May 10, 2005 3:48 PM

BIKISDAD

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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Wednesday, May 11, 2005 5:09 AM

ZNACHKI

Talk about a timely story (at least for this thread)

This morning on NPR's Morning Edition there was a story regarding media and marketing. Interestingly enough one of the people interviewed was the head of Universal's markteting.

"Movie Marketers Turn to Subtle, Sophisticated Tactics"

Advertisers are finding new and creative ways to sell their films. Sometimes a movie will be mentioned in the middle of a sitcom, or a star of a film will narrate a documentary, which is paid for by the studio. One studio has even manipulated a scientific discovery to coincide with the opening of a film. A look at some of the tactics studios use to seduce moviegoers to their films.

http://www.npr.org/templates/story/story.php?storyId=4647581

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Wednesday, May 11, 2005 5:53 AM

PIZMOBEACH

... fully loaded, safety off...

I'm cynical enough (like some of you) to not be so quick to believe it's all good intentions. Marketing execs don't sit down and say, "Let's be nice!" On the other hand...maybe that is the marketing strategy. Universal knows what FF fans think of F*X and has to understand the benefit of being seen as the opposite, how that would energize fans even more.
And they're selling tickets! These aren't freebies!
Whatever the reasons it seems to be working for now - I've never seen so many guests and memebers on any of the boards as there are lately - close to 500 guests here the other day and 300+ at the 'versal board. More screenings!

Scifi movie music 24 hours a day - http://www.scifiradio.net

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Wednesday, May 11, 2005 7:42 AM

STILLSHINY

I'm the only true Browncoat going, but I got 4 other folk going with me. I know they will enjoy the show, and in turn that's 4 more converts who are gonna talk this thing up till September 30th. Sounds like a good plan to me.

Check out my shop! Firefly & LOST products.
http://www.zazzle.com/contributors/products/gallery/browse_results.asp
?cid=238187680745956238

"Two roads diverged in a wood, and I took the road less traveled by and they CANCELLED MY FRIKKIN' SHOW. I totally shoulda took the road that had all those people on it. Damn." --Joss

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Wednesday, May 11, 2005 4:06 PM

FIREFLOOZYSUZIE

Silly pragmatic me, I figured they keep selling tickets to sneak previews because they need to raise money to complete the special effects on the film!! ;-)

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