What more can we do? by MontysSoupCatcher

The gloves campaign was a dismal failure; next to no-one participated. Similarly, if you look at there site (saveserenity.org) and see how many people have voted to participate in the next campaign (whatever that might be), they are poised for a repeat.

It has just been too long, the community is too inactive and these campaigns are just too ineffective to begin with for that sort of stuff to work. New tactics are necessary and they all involve the long game and an active community. Both being things that people don't want to do.

Sorry.

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I am on The Original List (twice). We are The Forsaken and we aim to burn!
"We don't fear the reaper"

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Sunday, September 20, 2009 2:24 PM

RALLEM

I don't know what anyone can do to get another serenity movie made except maybe to throw a boat load of money at it. A possible loop hole fans could use is to somehow exploit the making of "Browncoat Redemption." We could try to get another fan made movie made and sent out to silver screens with a promise of all profits going to a worthy charity, or have the movie sent directly to DVD. I don't know about any of that with the cost of making a movie being prohibitive, but maybe if we could get the movie "Browncoat Redemption" made into a DVD where fans could buy it from Amazon then the numbers generated could raise the eyebrows of movie makers. There may be legal loopholes in place to prevent any fans from doing these things though.

http://www.swyzzlestyx.com/index.html

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Sunday, September 20, 2009 3:06 PM

Believe it or not I think it is far more likely to get another TV series or Mini-series than a movie. It is just economics. The last movie cost $35 million. The TV series was about $2 million per episode. As a fan which would you rather pay money for? 1 Movie or 17 shiny new episodes?

I think with the continuing success of Dr. Horrible it opens the door to Joss being his own boss on what he wants to work on, BUT he might not want to revisit the 'Verse at this point. Most artists don't want to go back. They like to go forward.

strange frame on FaceBook
http://www.facebook.com/group.php?gid=86085840444

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Monday, September 21, 2009 9:23 AM

CRAFTYRICH

Personally i think something on youtube is required.... i have seen a lot of angry browncoats who dream of more firefly on there who dont know where to go or what to do. Does anyone have anything on youtube that 'spreads the message' or anything'? I am not very up to date as i only discovered this forum 2 days ago, by luck. We just need to point more browncoats our way... or to that site's way which i can't seem to get on to.......

Jayne: You wanna go little man?
Wash: Only if it is somewhere with candle light....

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Monday, September 21, 2009 2:18 PM

It's not just economics. It's far more social at this point. Sure, one /could/ order 8-12 eps to "test the waters" which would be much cheaper than a movie. *However*, Fox is the one that owns the IP and is not willing to do anything with it. Moreover, if we consider the fact that Fox is producing another Space Western, it doesn't make any economic sense to restart Firefly. Why would they do that? It'd just be competition for a new show that they are developing.

So, in short, it doesn't make economic sense to create two competing shows, historically Fox has never displayed interest in restarting the show and with the new Space Western, I think we have our answer as to there intentions regarding Firefly.

Also, I should point out that Joss has on several occasions explicitly stated that he *does* want to do more Firefly. He's just waiting for Fox or Universal to green-light something else. In other words, he does want to, he's just not willing to fight for it. That being career suicide and all.

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I am on The Original List (twice). We are The Forsaken and we aim to burn!
"We don't fear the reaper"

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Monday, September 21, 2009 2:25 PM

I suggested to do something like that a couple years ago. I didn't have the equipment necessary to do it, and no-one wanted to pick it up. The idea died for lack of interest/motivation.

When it comes to today, there are *far* less people around, and *far* less interested/motivated than then. So, I really don't think that there's a chance of people doing something like that. Not to mention that one /does/ need something to advertise, etc. Something new.

There's Browncoat: Redemption. But, that's it. Everything else is fan made vaporware. And therein lies the problem, eh.

----
I am on The Original List (twice). We are The Forsaken and we aim to burn!
"We don't fear the reaper"

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Sunday, November 1, 2009 6:04 PM

KIMONOKO

Alright, I really need everyone here to pay close attention. My name is Soren, and I am (obviously) a Browncoat. Awhile back, in 2008 on the forum of Fireflyfans.net (a good Browncoat site, by the way), there was an idea. A briliant, briliant idea. Of course, it never came to fruition. I would very much like to get it ...up and running.

The idea is that on the anniversary of the show's airing, September 20th (2010), we will all send in pairs of blue gloves to Fox. In addition, a card with "Can't stop the signal." will be sent with the gloves. Addresses, etc. are yet to come. ANYONE who wants to help me, shoot me an email at uhmspodcast@gmail.com.

This is not a joke, but we need everyone. To quote a poster on the forum, "We need
to get EVERYONE - not just the forum surfers, or the facebook people,but EVERYONE. e-mails, letters, postcards, hell, I like the carrier pigeon idea."

I'm tired of us not doing anything- it's time that ends. I've contacted the owners of Can't Stop the Serenity and this site, as well as The Signal podcast.

http://bluegloveassault.webs.com/ Check it out. Let's be bad guys.

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Sunday, November 1, 2009 6:42 PM

That idea did actually happen. It failed because essentially no-one participated. (EDIT: Here's there site: saveserenity.org)

If you want to do something, great. But, at this point, it's quite naive (to say the least) to expect others to follow you. Try to find something that you can do solo, or others are already doing. The former obviously being the better of the two options.

e.g. These guys could probably use some help:

http://s4.invisionfree.com/GunRunner/index.php?act=idx

EDIT 2: I just checked out your site. It's fucking insulting.

"""We are going to rally. As one. For the first time."""

You clearly have no clue what we've done since the show was originally cancelled. Have some god damned respect for those of us that went out and helped get that movie made. Not to mention all the other campaigns.

----
I am on The Original List (twice). We are The Forsaken and we aim to burn!
"We don't fear the reaper"

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Monday, November 2, 2009 1:39 AM

KIMONOKO

Alright, I had no intention of offending anyone. You are, in fact, absolutely correct. Our goal is parallel to the achievements of everyone who got Serenity off the ground. I had not seen that site, as well, but as you said, it was not as successful as you would have liked.

I am modifying the site. Now, on to the next prerogative. I have already contacted Can't Stop the Serenity coordinator, Anne Barringer, and she is very optimistic about it all.

Again, apologies. Returning to the site, you will see an addendum I added:

"I was notified by another forum poster that the site saveserenity.org is up and this was attempted. In addition, I believe some people were offended by the comment that this is the first time we have rallied. Obviously, it is not- the originial Serenity film was a direct product of the effort of a huge fan movement. Apologies.

But regardless, in spite of the existence of the other site (we would love to get their support, too), we have already received word from Can't Stop the Serenity coordinator, Anne Barringer. In the next few days, we will see if they can jump on board with this and get the signal out, but she is very optimistic."

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Wednesday, January 6, 2010 5:17 PM

CALLIEHF

I am a newbie to Firefly. I recently watched Serenity again, it aired over the holidays (Dec 2009) I throughly enjoyed it....I'd seen it once before on DVD...I had never seen the Firefly series till this week,, I rented the DVD set and am currently on disc 3...I love it!!! I remember seeing one episode when it was originally aired, it left a good impression on me, but then it just disappeared... I am getting alot of enjoyment from Firefly, it is great..Fox did a great injustice pulling it so prematurely. I'm sorry, Browncoats, for being such a latecomer. You oldtimers here, If you can re-imagine your initial pleasure with the show, I am currently experiencing that this week. I don't know what can be done, I am a big fan of Sarah Connor/Terminator from its beginnings, it met a similar fate, but at least it had 2 seasons.

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Thursday, March 18, 2010 8:21 AM

ZOICBROWNCOAT

I've talked to a couple people in the movie promotions industry, and this is what I've picked up as the best way to support a film that's already out:
1. But the DVDs from Stores NEW aned not used, as new DVD's get recorded at the studios offices, used don't. As long as enough copies are bought a year to convince stores to but more, the show lives on.
2. Get people to watch the show, even if you're not sure they'll like it. The more people we have, the better. Any other forums you seen on line that have topics with people asking about what movies they should watch, reccomend Serenity. ANYTHING you can do to get more fans.
3. Participate in screenings of the movie. Events like "can't stop the Serenity" are awesome, because they tend to attract media.
4. Support the creator, A.K.A. Joss, in whatever it is he's doing next, just to show the studios we refuse to lie down and fade away.
5. Wear somthing, a pin, a hat, a shirt, anything, that might get people to ask you why you're wearing it. When they ask, 'splain away, and don't forget to tell them where they can find the show. This is called a "T-Shirt" campaign, and works well with things that aren't in the popular subconcious.

If you're approaching a non-geek who you think would like serenity, try framing it as the "anti-trek/wars", explaining how it's different, and more "real" then "other" franchises. If you're approachig a die-hard trekkie/jedi, there's two good ways to approach it:
1: Explain that it's "Star ****" as it was meant to be, with out studio limitations
2: tell 'em to watch it just for the special effects. That's what got me in on it.

And the worst thing you can do is in-action. NEVER pass up a chance to get someone new hooked on the movie, no matter what mood you're in. Failiure to act kills a show just as surely as when the studios ar aiming for it.

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Thursday, March 18, 2010 8:21 AM

ZOICBROWNCOAT

{double post, sorry.}

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Tuesday, March 23, 2010 11:12 AM

PHOENIXRISE

I'm new to this site. But big fan of the movie and just saw all of the episodes. i fell in love with the show. i would do anything to put it boack on the air.

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Saturday, April 17, 2010 11:35 AM

GABORN415

I just joined this site as I've started again to watch the series. Every episode I watch I can't fail to feel joy, and sorrow at the inability to see more firefly. In today's political environment especially it seems the browncoat message will be more relevant than ever. I'm all for doing whatever can be done to get something going to return Firefly back to the screen where it belongs.

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Tuesday, April 27, 2010 8:44 AM

OPERATIVE1

This does sound like a good idea, this does have to be a grassroots movement. Browncoats from everywhere will have to participate and it does be highly organized. Blue gloves with note with "Can't stop the signal" very good. Keep us posted, I'm in too.

Operative1

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Wednesday, May 5, 2010 5:05 AM

FROMTHEDARK

Post up detail if this goes ahead!

"Kaylee grab that kid who's dirt napping with baby jesus, we need a hood ornament"

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Monday, May 10, 2010 2:23 PM

Same here...
Didn't have time to watch when it was on the air, but my son just gave my daughter a complete set and we've watched 3-4 episodes a night, in complete bewilderment at how this show could ever end.

Why doesn't SyFy pick it up? Fox is too mainstream...too wimpy to do the right thing and resurrect FF, which kicks the butt of every current show on that network.

Whatever works...mOm

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Monday, May 10, 2010 2:29 PM

We're new, complete FireFly fanatics, and want to help in any way we can.
Why isn't this show on SyFy? It's light years beyond any of their current line up.

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Tuesday, May 11, 2010 1:47 AM

Couple answers:

1) Firefly is not even remotely mainstream. It's story and character based and there are story arches that are there for the long haul. Shows like that get killed today and its been like that for some time.

2) Sci-Fi didn't pick it up when it was cancelled because they didn't have the money; it was tied up in other shows (I believe Andromeda was one of them).

3) It won't be resurrected (mainly) because there isn't a guaranteed return on investment, an extremely high up front cost (sets, etc) not to mention the actors being involved in other projects.

4) The show has been on regularly on Sci-Fi (and Space, and ...) in re-runs. Same with the movie.

5) There is no way to help that will get the show back (see (3)). If you want to help out the community, create some content. I've posted ideas around this site on many occasions. So, the archive is your friend if you're willing to do something. Here's a search:

http://fireflyfans.orthogonalspace.ca/

----
I am on The Original List (twice). We are The Forsaken and we aim to burn!
"We don't fear the reaper"

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Tuesday, May 11, 2010 5:20 AM

:( Thanks for the information...

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Tuesday, May 11, 2010 3:21 PM

http://www.facebook.com/pages/strange-frame/182133437902

I wouldn't say no way for it to reboot. Maybe no way with the original cast and all the original writers. The following question would be - Will it be good?

Let's say it will be.

I believe in this day and age with the large and dedicated following Firefly has, it could be resurrected and be very viable financially. Some of the cutting edge film people have employed swarm/crowd funding, pre-sales of DVD before the product is made, merchandise funding, etc. Unfortunately Hollywood lives in the dark ages when it comes to this stuff.

How many Browncoats would buy a $40 t-shirt that said 'Firefly: Crew Season 2 Episode 1' ?
How many would pre-order a special edition DVD for $100 before the episode is even shot?
How many would give $150 to be listed on the credits of the episode?
How many would give $300 to be an extra on the set?
Would a few pay $1000 to get in a gun fight side by side with Mal?
Would a pretty little lady pay $2000 to beat Jayne in a bar fight?

These are similar to some of the techniques that indie filmmakers are using.

Only 20,000 dedicated fans are needed to make it work. Unfortunately, as I wrote above, the execs are still reading by incandescent lights.

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Tuesday, May 11, 2010 3:48 PM

I would...
Yes
Yes
Yes
YES
YES!!!
Excellent points...I would give blood, sell my car, sell a kidney; whatever it took to see a Serenity prequel or new episodes.
Some creative, brilliant person will think of a way to open the door...and to convince Joss that reviving FF would be a service to humanity, in the name of intelligent television programming.

Whatever works...

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Tuesday, May 11, 2010 4:08 PM

http://www.facebook.com/pages/strange-frame/182133437902

One of my plans after I get 'strange frame' done is to get a meeting with Joss. I don't have enough street cred to be effective yet.

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Tuesday, May 11, 2010 4:42 PM

Very cool animation! Tantalizing to see a few bits...anticipating seeing the finished product...

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Tuesday, May 11, 2010 5:01 PM

Thanks. The FB page hopefully will be the best place to find out about screenings etal....unless something usurps FB in the next 6 months.

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Tuesday, May 11, 2010 9:05 PM

11THHOUR

Quote:
Originally posted by momcarp:
We're new, complete FireFly fanatics, and want to help in any way we can.
Why isn't this show on SyFy? It's light years beyond any of their current line up.

Never say never when it comes to Hollywood. It seems like eventually nearly everything gets resurrected.

Firefly has several factors that realistically support the hope that it can return in some form in the future. Probably not as a full time series (unless it's remade with a different cast), but a mini-series or online production (that era is coming!) is something to shoot for.

The Firefly DVDs keep selling amazingly well, and the licensed merchandise also sells well. The cast has gone on to successful shows and are becoming more well-known and bankable. With the cast being better known, this greatly increases the chances of a studio investing in a new production. Also, just because several of the cast may be on shows, that doesn't mean they can't be in other productions in their down time. Many famous series actors do movies in addition to their shows.

A big factor is also that the cast really would LOVE to work together again, and Joss genuinely loves Firefly too. When there is that kind of loyalty behind the production, that's a positive force. Honestly, I think Joss is just waiting for 2012 when 20th Century Fox no longer has the rights on Firefly, then Joss will be much freer to do his own thing. After the success of Dr. Horrible, Joss is someone who will be setting up his own studio and arranging his own distribution in the future. It will take a little time, but Firefly will return, someway, somehow...

Just watch.

11th Hour

>>>}———————————————)))======<[]>======(((———————————————{<<<

"Because teenage pranks are fun when you're about to die!" - Hoban Washburne

Cafe Press Shop ~ http://www.cafepress.com/11thhourart

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Wednesday, May 12, 2010 3:05 PM

Your positive words brought peace to my tortured soul!
No other series has instilled such a sense of joy and delight...(a few have come close), tweaked societal norms so thoroughly, while re-telling the classic story of the "bad" guy with the good heart.
A blinding flash in the world of cheap, sleazy, dull, small, predictable programming.
Something to look forward to...

I swing a hammer because women like to hit things, too...

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Saturday, May 22, 2010 2:42 PM

RIKWES

Some of those tips are just wrong. To promote it by saying it's NOT Trek or Star Wars is going to accomplish the opposite of what you want . Believe it or not but most folks starting to watch are exactly that: Trekkies or SW fans .You won't get people to buy the DVD's if they aren't even slightly interested in SF series .

I hadn't even heard about Firefly/Serenity until I came across a desktop-wallpaper for Serenity ( in itself an indication of what kind of promotion DOES work ) and becoming curious about the movie. I bought it and thought it was so good I subsequently bought the DVD-box of the series. That's how it works ,not by being "anti-anything " .
So in essence getting folks knowing it exists is the way to go ( vast majority has never even heard of Firefly/Serenity) .Make fan-art and post it all across the web ( Deviantart,wincustomize ,desktopnexus) ,post in sci-fi/fantasy forums , in short: spread the word. I believe the original actions taken to get them to make Serenity were also based on that principle .

What might also work is to make producers aware there's still a fanbase out there ( email Spielberg,Cameron etc. ) .

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Saturday, June 5, 2010 1:14 PM

11THHOUR

Quote:
Originally posted by NOVUSINFESTUSVISUM:
As we know, Fox isn't interested in the franchise...

FOX Network is no longer in the picture, but 20th Century Fox which produced Firefly still holds the rights until 2012. They are granting licenses for new official merchandise, and they wouldn't be doing so unless there was money to be made. So in that sense, Firefly has interest for them.

Quote:
So, in whose court is it to get the ball moving? Well, the most pivotal person is Joss Whedon himself, which goes without saying, and secondly it's the excutives of the Network (SyFy in the case), whom have all the power -which people more than often forget, it's not the excutives/company at this point which need convincing, it's Joss Whedon himself, if we could inspire him first, and give him the boost he needs, ...

Joss does not need convincing. He has stated time and time again in interviews how much he loved Firefly and how many stories are still to be told. He knows the browncoats are still loyal and want more Firefly. Heck, even interviewers continue to ask about a revival of the 'Verse. But the situation is not solely under his power.

Joss is of course a pivotal person, but if he doesn't control all the rights along with all kinds of money to produce more of the 'Verse, then he's not in a position to move forward.

The executives of SyFy are not exactly the other main players here. The SyFy network is part of Universal, but this is an associated entity. Universal Studios was directly involved with producing the movie Serenity. The 3 picture contract with Universal has already expired, any continuing rights seem to be connected to the merchandise licenses and DVD type releases. So it appears the production side of the contract has expired, but other rights are still in effect. An entirely new contract would most likely need to be drawn to address a new movie/mini-series production... and that would have to then be negotiated with 20th Century Fox too because they still have the rights to Firefly (as this is what happened in order for Universal to produce Serenity). By then the possible financial returns would be too divided to make it worth their while.

Quote:
What I'm proposing is thus:

1) Get Joss Whedon motivated, not just the usual standard 'we love your work, we think it's great, we'd like firefly back', we need to inspire him, projects like Browncoats: Redemption are great examples of this, but we need to do something specifically for the inspiration of Joss to bring back the show, or to atleast make him attempt to bring it back by writing a script for a mini-series, and/or getting some sort of presentation for the network -not a full on commitment, but a start. Examples of inspiring him would be fan art, and various 'support' already outlined in the thread, such as bluegloves with 'can't stop the signal' on them, sent to him, or letters to him en masse about bringing it back.

Again, Joss cannot "bring back the show" because he does not own the rights. Any show bringing back would involve negotiations with both 20th Century Fox and Universal Studios, and kinds of money... money enough to make two major studios happy, and still have enough funds for everything involved in producing the new movie/mini-series, whatever, pay everybody and make a profit. It's just too messy right now... but the situation could change once contracts expire and the rights start reverting back to Joss.

Fan produced projects are a great way to keep the fandom active and alive. Most of the projects are enjoyed by people who already are familiar with the 'Verse. Some of them might cause new people to want to find out about the 'Verse, but for the most part, fan art and other projects are best appreciated when someone is already familiar with the movie/show from which it is inspired... a point of reference is needed to understand it.

The cast of Firefly have said time and time again that if the show/movie could be revived somehow, they would LOVE to work together again. The doubt they express is because they understand the business, and they know the project will remain stalled while the rights issue persists, and mainly because there's no big money backing right now stepping up to greenlight more of the 'Verse. Hollywood is a business, there won't be any money fronted to the project until someone crunches the numbers and sees a strong promise of money to be made... and we're talking millions of dollars here. Fan produced web movies, fanfic, fan art, fan websites, web petitions with a few hundred signatures, doesn't phase a major studio at all. They need BIG numbers, BIG money.

Quote:
4) Step four would be entail the community support of the franchise to go into overdrive, if the Network were to put out feelers (such as a poll on their site asking which SfFy shows are their favourites, and Firefly was listed, etc) it would need to be jumped on immediatly,...

There are polls quite often that pop up in articles that include Firefly/Serenity, the characters or cast, and the fans jump on those and vote like crazy. The 'Verse often wins these things, or scores very high, but that doesn't equate "profit" to a studio. They already know Firefly/Serenity has a dedicated fan following, but those polls are not accurate marketing studies. They are posted on websites that fans already visit, so the polls are contest between various fan groups. Studios need to reach beyond the small dedicated fan groups to much larger audience that doesn't frequent those sites, or message boards for that matter. These larger (non fan website/message board visiting) audience numbers would pay to see more of the 'Verse, but their votes will never be reflected on fan sites.

The very best convincing argument will always be the online download/DVD/Blu-Ray sales. These numbers ARE scientific, and best of all these numbers represent MONEY! This will always be the deciding factor to a studio. They want some reassurance that the money they invest to produce a movie/mini-series will make a profit. Executives lose their jobs when they greenlight projects that do not perform well. Fortunately, the Firefly and Serenity DVDs (especially Firefly) continue to keep selling very well. Firefly's continued success is extraordinary considering there's no money being put into promoting it. Word-of-mouth and its own great sales continue to keep it alive and growing. There are WAY more fans now than before. These numbers speak for themselves, and probably if the rights weren't in such a mess, some kind of production would have already been attempted.

Also, the CSTS screenings are happening this month, and they always are a big success... both for the charitable funds generated, and the extra boost of attention to Serenity.

Quote:
... and ofcourse what we do best would need to be done, purchasing DVDs, Blueray, comics, and so on, which would help to show the network, and sponsers it's still something to invest in, and secondly to Joss and the actors they are still loved.

Yep, and this is what fans really do have control over, and what a studio will pay attention to. Letter campaigns, sending items as a gimmick, online petitions, these activities do not convince a studio to invest millions of dollars... and if done too fanatically, they tend to make the following look too cult-like and not having the appeal to the broader audience numbers, which is where the studios make their money.

In big ways and small ways, the fans can keep spreading the word and support sales of the DVDs, episode downloads, and official merchandise. All of these sales make a difference, and most of all it's about growing the awareness of the 'Verse and building a bigger audience. If we build a bigger audience, the project will come. Studios like making money, so the more that the 'Verse looks like a profitable venture with a waiting audience, then the brighter the chance for that greenlight gets. I'm sure Joss has plenty of story ideas ready to go, and a cast that will happily work around their schedules in order to return to the 'Verse.

11th Hour

>>>}———————————————)))======<[]>======(((———————————————{<<<

"Because teenage pranks are fun when you're about to die!" - Hoban Washburne

Cafe Press Shop ~ http://www.cafepress.com/11thhourart

Spread the word today ~ Give the gift of Firefly: http://www.apple.com/itunes

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Saturday, June 26, 2010 10:08 PM

DACAZ5

I think this is a great idea, I really want to get involved with it, I also have set up a site to bring more awareness to this kind of project:
http://fireflyadelaide.webs.com/

Let me know when we and if we will be doing this.

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Thursday, August 12, 2010 2:56 AM

TITAN1981

The first post was 2 years ago...has anything concrete come from this? Talking is easy, doing is hard...remember Zoë "talkin ain't doin!"

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Thursday, August 12, 2010 3:13 AM

CORTEXOVERRIDE

Did you guys ever go through with it? Cause you can count me in if it's still goin g on.

(((tO sPARK tHE mOVEMENT)))

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Thursday, August 12, 2010 3:24 AM

ZEEK

Quote:
Originally posted by Titan1981:
"talkin ain't doin!"

The guy who started this thread
Last Visited: Wednesday, August 13, 2008

We get lots of new posters who make an ambitious little speech but never do anything. I think most of them want to see an outpouring of support and lead an army of browncoats in a campaign.

It's just not going to happen. If Joss or one of the BDH's give us a reason to rally then it might happen. If it's just some random fan there's no way to distinguish those who will follow through from those who will disappear.

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Thursday, October 21, 2010 12:01 AM

RAITIS

Another thing to convice whomever is to be conviced is to build international fun base. I could make some activities here in Latvia to show that Firefly is loved literally all over the world.

If anyone sees ways to involve us, please let me know or contact at raitis.misa@gmail.com

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Sunday, October 24, 2010 9:14 AM

DERWINLESTER

at this point, eight years later, the only think that will count is money. if the dvd sales and online downloads and whatnot continue to be awesome, and when avengers ( directed by joss, right?) come out and if that is a big hit, which it probably will be, then there is a shot. but im betting that avengers is what everyone is waiting for before they will be in serious talks. so we have another couple of years to hold. but we've done it before.

awesome as always
lester

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Sunday, October 24, 2010 10:54 AM