This is certainly interesting, but I wonder how valuable the information is. Meaning: The 'versal rep in question works in the division responsible for determining who gets prints and how many, but judging by the posts over at FFF, not in the division that has much to do with when movies get released.

So, it's nice and all to have someone inside 'versal saying this, the posts in question don't strike me as relating remarks from someone at 'versal who could actually make this happen.

Edit/addendum: Although, I should add, we shouldn't discount the glimpse into what 'versal is seeing in terms of response and numbers, etc.

[ edited by theonetruebix on 2005-06-15 03:48 ]

The One True b!X | June 15, 05:44 CET

theonetruebix, I agree that we should probably not take this as gospel, and for that reason I almost didn't post the link, but I thought the comments about underestimating the fan base were interesting, to say the least, especially coming from the distribution department.

samatwitch | June 15, 06:06 CET

True, theone. It is pretty cool to have someone inside Universal, even if it isn't a higher-up, say we've taken them by surprise, though. (Sheepishly)- I want to believe everything's gonna be better than okay.

aver | June 15, 06:13 CET

Man, I share all your jaded and cautiously optimistic feelings, but doesn't that suck? We should all be dancing in the streets. I sure hope this comes to pass, but I share your wariness.

We've all been burned before when it comes to Firefly, and Serenity. Maybe the PTB are coming around to our way of thinking just this once?

Maybe I just won't ever learn.

Willowy | June 15, 06:36 CET

Well, remember that moving up the release at this point would mean revising, possibly drastically, their marketing rollout. TV ads moved around, billboards leased, promotional appearances rescheduled, print ads, and other untold thousands of niggling things.

So, I wouldn't focus on the possibility of moving the release date, but it certainly is good to have them thinking about the possibility that they've got a giant in their back pocket, and maybe spending money they might otherwise be reluctant to risk in the venture.

Of course, I haven't read the linked article. Looks like we've creshed and creshed and stomped all over their database server.

nemo | June 15, 07:11 CET

Can't get through to read the fff.net posts. Must be too many people trying to check this out! Can anyone paraphrase what this exec supposedly said? Did he/she say that they are only now realizing what a hit Serenity is among Firefly fans and/OR did he/she say that Universal is realizing that if Serenity is getting this kind of reaction from Firefly fans, it has a decent chance of being a mainstream success?

Without having read this, my fear is getting the better of me, too. My particular fear wrinkle is this: the Uni execs have been blown away by fan reaction to the prescreenings. They've decided that the film is going to largely be a cult thing among Firefly fans because they can't figure out how to market it to mainstream audiences. So they've decided to give up on the latter. They'll just cut their marketing losses and release it sooner so we fans can all devour it again and again and hopefully make back for Universal what it put into it.

I'm wrong, right? Please tell me I'm wrong. I think this movie has the goods to be a real success. I'd almost rather Universal takes some time to build up word of mouth and marketing *beyond* the fan base so that Serenity has a real chance when it's released to catch fire beyond us. If Universal giving Serenity the royal marketing/advertising treatment means that the release date remains September 30th, then I'm for September 30th.

[ edited by phlebotinin on 2005-06-15 05:27 ]

phlebotinin | June 15, 07:16 CET

Well, I couldn't get in to read it either but Phleb, I think you are wrong. Universal, from what I can tell, seems to be 100% behind this film. There seems to be more buzz everytime they do one of these screenings, most of the reviews have been very good (I've been avoiding reading any of them but from what I can see, they seem very good).

I kind of don't believe that they would, at this late stage, move up the opening because September 30th really isn't that far away. It just seems so far away because we are an impatient bunch when it comes to getting some more Joss goodness.

I think Universal is seeing more and more interest in this film by the general public grow and to suddenly move up the air date could jeapordize all their hardwork at building up the anticipation for this film.

[ edited by Firefly Flanatic on 2005-06-15 05:30 ]

Firefly Flanatic | June 15, 07:30 CET

phlebotinin - I did get to read it before it crashed. The tone was far more of a "move up because this is going to be so big" rather than "move up because we are wasting our time on a cult fanboy thing" - at least that's how I interpreted it. I definitely got a good vibe not a nervous one from the comments. Having said that, the pessimist in me says that, even if it moves, unless we get the actual words from the actual person who can make the decision, we will never know.

That all said, I also go with FF's comment - it may seem ages away for us but in business terms and lead times etc, September is just around the corner. I think it is too late to make enormous changes to the timelines at this point.

Still if it is true, it is a great sign for the future of the BDM!

catalyst2 | June 15, 07:47 CET

If you look at the 2005 Release Schedule there are weekends where Serenity could challenge. IMO Some of the competition in August isn't any better than Sept. 30.

[ edited by IMMORTAL on 2005-06-15 05:53 ]

IMMORTAL | June 15, 07:52 CET

According to JoBlo, Neil Gaiman's "Mirrormask" is coming out on September 30 -- in my estimation this would not be good for either film since the fan bases overlap a lot. If people are forced to choose, that could drive down those crucial opening weekend receipts for both films.

chickenbird | June 15, 08:12 CET

It's times like this I wish the Joss would pop in and clear things up. I'm definitely eager to see the finished product, but like Firefly Flanatic, I don't want an earlier rollout to kill any momentum that's building on its own by word-of-mouth from flan preview fever. (Mmm, flan... :) Instead, we are left here to wonder, ponder and ruminate over another possible change of strategy. Hmmm. Not that I don't trust Uni to do the best thing to promote their potentially-incredibly-lucrative-blockbuster franchise. They're making making millions of dollars every year and I'm not, after all, so they must be doing something right.

September's getting closer all the time. I can, if I must, be patient and wait until then. If they should move the date forward, it's not like there's been a barrage of marketing for the film as yet, anyway, so at least there isn't the problem of changing public awareness of the release date. Only we flans are committed to that magickal number three months hence; the rest of the world is still largely oblivious to the experience that awaits them.

I'm sure ya'll who've already seen it can imagine what it'll be like to come to Serenity cold. Minds will be blown. Regardless of whatever marketing is soon (I hope, regardless of release date) to be unleashed in more mainstream channels, I figure there will be many who will end up stumbling into this particular Whedonverse totally unaware, only to have their awareness of film, and life in general, radically re-adjusted. Lucky them!

Wiseblood | June 15, 08:25 CET

I too read it before it crashed and agree with catalyst2's interpretation. I also wondered if the poster had 'dropped his source in it' in a big way - further down the thread s/he named the source and gave his job description (the gist of which was a Universal rep who decides how many prints of the film go where in a particular area).

ETA - the thread (not sure if it was the original poster) also suggested fans they call their local theatre and find out when Serenity will be showing there!

[ edited by purplehazel on 2005-06-15 06:46 ]

purplehazel | June 15, 08:36 CET

To quote:

Okay. . .so I called the Universal rep this afternoon, just sort of a "Hi. . .just wanted to see if you guys were in a position to give me hard confirmation on Serenity showing at Mission Valley."

This is cool #1. . .he said, "I think we can do that. . .I'm just not sure when. They're being a little weird..." and I realize he thinks I'm talking about an ADVANCE screening. This is cool b/c he was actually in the 'advance screening' state of mind.

So. . .I reassure him that the only date I'm working on with him is September 30th. . .that I realize he's got tons on his plate and I don't want to ask for anything uber-special. . .just want to make the nationwide release something of memory.

THEN he tells me. . ."Oh. . .you guys probably won't even have to wait until September 30th anymore. Our test markets and advance screenings are off the charts. . .we had no idea. . .when you said, 'Big following', I didn't realize how big. . ."

And THEN he said,
Quote:

--------------------------------------------------------------------------------
"All of us (Meaning the Distribution folk at 'Versal) really wish we'd just gone ahead and premiered it in May. It's working out as well as "Star Wars" and if we'd started in May, it would have run all summer."
--------------------------------------------------------------------------------




Now. . .

See. . .

For a Firefly fan to say, "It'll be as big as Episode 3!!!" is delerium and delusion.

For a MOVIE CRITIC to say, "It'll be as big as Episode 3!!!" is optimistic if not slightly unrealistic.

For a DISTRIBUTOR. . .who's JOB involves looking at numbers and analyzing statistics, etc. etc. etc. . . to say something along those lines, however. . .and to have the OBVIOUS frustration in his voice of "Dammit, I wish we'd thought of that". . .

I mean. . .

WOW.



So. . .yeah. As the conversation ended, his words were, "I'd go ahead and look for a nationwide release to be earlier than September 30th."

kishi | June 15, 08:46 CET

Well then, I hope this is true if the numbers really indicated it could be this big!

Firefly Flanatic | June 15, 08:49 CET

Whether this is just an offhand comment, or consensus of official opinion, it's wonderful to hear coming from a representative of the company that's pushing our little film. Makes you think they might be starting to "get it."

[ edited by Hasufel on 2005-06-15 06:57 ]

Hasufel | June 15, 08:50 CET

Figured I'd post it if people we having problems getting in to read it, and put my comments seperate.

If this is true, it's fantastic. I'm not sure that even covers it. That they feel comfortable bringing it in to the summer in what has been a pretty dismal season for ticket sales shows a good bit of confidence in the movie. I just hope they'll get ads going and fast.

And I sooooo hope that it doesn't open against MirrorMask. Neil Gaiman occupies a spot in my Pantheon of Geekery equal to that of Joss and Bruce Campbell, and, though I know I'd go see Serenity, I'd just feel like I was disappointing Neil.

kishi | June 15, 08:52 CET

kishi and chickenbird, I saw the news about MIRRORMASK's release date tonight, and my first thought was dismay, too. I don't want Gaiman/Whedon fans split on opening weekend. I love love love both of them. Someone pointed out in a LJ community that MIRRORMASK is due for a limited release anyway. So it might not matter so much. We'll see.

orphea | June 15, 09:33 CET

Universal's strategy regarding Serenity has been interesting to say the least. I really believe that they have no coherent approach on how to market the film. Some one who knows things told me back in May that the screenings were due to "last minute nerves".

But I will say that the delay in the release has benefitted the movie. It's given Joss more time to perfect Serenity. Whether or not the release date will be brought forward, well I'll believe it when I see it.

Simon | June 15, 10:47 CET

But then the movie might open before I've read the last issue of the comic book prequel.

Oh yeah, I keep forgetting. That doesn't matter anyway since I'm going to the screening next week. Wow, it really doesn't feel like I'll be seeing a movie next Thursday that I've been looking forward to this much.

Kris | June 15, 10:59 CET

I have to ask a really stupid question of you Americans now, leaving Serenity aside for one second. Why this obsession with releasing movie after movie in the summer?

Maybe this is because I live in the UK and we don’t have much of a summer, so you have to make the most of it, but the last thing we want to do when the weather is nice is to be in a dark cinema. Most of Europe is on hols during June/July/August, hell whole regions (France/Italy/Spain/Scandinavia) practically shut down during one or other of the summer months. I have no idea what the official movie attendance stats are but I just don’t know anybody who goes much to the cinema in the summer.

Is this different in the States? Don’t you want to go to the beach? Seriously, do we have some cultural differences here? I get May and I get September, at a push I get June, but July/Aug I don’t get at all for premiering (or indeed running) a movie.

Whatever they decide to do with Serenity in the end, I totally hope the DVD is out for Christmas - they will miss a massive sales opportunity if it isn't.

miranda | June 15, 12:26 CET

Kids are on vacation from school, and while it might be fun to go to the beach for a little while, there's only so many entertainments you can do before you also think about going to the movie theater. It's also the season when kids can go to the theater without worrying about school nights. And? Summers are hot. Being inside and in air conditioning is gooooooood.

KernelM | June 15, 12:59 CET

It's convenient too. In the UK you're surrounded by water. Not too difficult to get to the ocean, not matter how inland you are. Here in North America, if you're far inland you might not be willing to make the trek. And not everyone has lakes nearby them anyway (and if the lake is really weedy and doesn't have much of a beach, it's certainly no substitute for the ocean).

If you're 13 and you wanna get away from your house and your parents, the movies are a good choice (and see KernelM's comment about air conditioning. Not everyone has central air installed in their homes).

I try to be outside a lot too during the summer, especially 'cause I pretty much hibernate during the colder months and absolutely hate winter (from the house to the car, from the car to workplace--that's about the amount of outdoors I see when it's snowy). But seeing a movie every week or two, or even seeing a few per week (film fests!) doesn't cut into your outside time all that much. Too much sun is bad for you anyway.

Kris | June 15, 13:26 CET

I'm a little troubled by talk of moving the release date up. I fear it does reflect their jitters, and, if it does do poorly in ticket sales, they may want it to chalk it up to a poor summer and take a chance on the post-Labor Day release of Oscar contenders pulling in more money. Again, I know nothing about the business, so my logic may not hold. But it seems an iffy move to me, as much as it would satisfy fans. But, since they have not shown the trailer in very many theaters, according to the reports here at Whedonesque, I'm wondering if that is a signal that they may be thinking about changing the release date.

Regarding the summer -- I have to agree that for much of the US, there aren't convenient places to go for an evening or a weekend during the (very) hot months. Those of us who do get out for recreational sports do take advantage of early morning or late evening cooling, but that often leaves plenty of time for a matinee, when prices are cheaper, and the temps outside are running at 95 or 100 degrees F. For kids, ditto.

palehorse | June 15, 13:53 CET

The movies that come out huge in the summer are traditionally big blockbuster-y type movies: comic book adaptations, superhero movies, big, splashy SF confections, all the sort of movies that kids and teens love. Adults go to movies the whole year round at the same rate, but summer, when the kids are out of school and bored out of their minds, is the traditional time for movies that appeal to that lucrative market.

And so the studios roll out movies that have blockbuster potential in the summer months, which draws in bigger audiences, which makes the summer weekend dates a bigger draw: it's become a feedback loop. Frankly, the summer season has been pushed forward to begin in April.

For Serenity in particular, I'd love to have the date pushed forward because October is a terrible date for SF movies. August is late summer, it's still quite respectable, and it's a few months away, enough to advertise and spread word of mouth. And if the studio pushes the date forward, it'll be seen as a huge showing of confidence in the movie. Traditionally, pushing a movie back shows a lack of confidence, but pushing it forward into the late summer is a boost.

dottikin | June 15, 14:07 CET

Well, if that's true it would be great news even though I think it might not be the best idea ever since the release already is posted on the site, the trailer and all the other promotion materials. If they were gonna move they should have done that earlier. But either outcome doesn't affect me, my Swedish release date is still November 4th... *sigh*

[ edited by Djungelurban on 2005-06-15 12:22 ]

Djungelurban | June 15, 14:09 CET

I've got a good idea, they could release Serenity early in the UK to see how it does then they can decide about moving the US release date forward ;)

Paul_Rocks | June 15, 15:20 CET

I'm a huge, huge Gaiman fan, but I've gotta tell ya: If I have to choose between Serenity and Mirrormask... well, it's not really a choice. I'll have to see Mirrormask the next week.

At this point, I think, moving up the release date would put a serious crimp in any momentum that's been building for Serenity. The September date has been making the rounds for months now, and any confusion on when the film opens would likely undercut opening weekend numbers.

RambleOn623 | June 15, 18:19 CET

The September date has been making the rounds for months now, and any confusion on when the film opens would likely undercut opening weekend numbers.
I disagree. The September date has been making the rounds for months for people who follow what Joss is up to. I guarantee that if I ask any one of my friends, or do a random poll on the street, hardly a single one will have heard of Serenity, much less know when its premier date is. A few might vaguely know something about the movie, but most people can't name the opening dates even for movies that they're really excited about. They don't focus on the date until a week or two before when there's a lot of buzz and marketing and ads and articles. Hell, I read this site regularly and am obsessed with all things Joss, and all I could have told you was that it's opening some time in September.
The only people who know Serenity's release date well are people on boards like this one, and they'll be the easiest ones to inform of the new date.
Personally, I'd love to see it moved up a bit, just because I think end of September is a terrible time to open. But I'm skeptical about this news.

acp | June 15, 18:43 CET

If I'm not mistaken, George Lucas invented the summer blockbuster with the original Star Wars: A New Hope, and studios followed suit by premiering big-money generators at the same time. Movies haven't always been expensive. During the Great Depression way back when, the local cinema with old black and white A and B films were actually very popular because they were cool and very cheap in the summer months. Maybe it's a US tradition?

I wouldn't be surprised at all if Serenity is released earlier. I sure didn't expect this third round of screenings so early. Or to get a ticket! I predicted SciFi would re-air Firefly but not nearly so early as they announced. It wouldn't take that much changing around to release Serenity earlier. Schedules change and this sure wouldn't be the first time a movie's schedule has changed. This movie was near-finished last year. Promotion that hasn't started certainly has been planned. It's gonna work out for everyone just fine.

April | June 15, 19:16 CET

acp, I'm still not a huge fan of the idea, but excellent points and good perspective. You're probably right. And, of course, this is all based on whether or not Universal's actually considering a move, the reality of which, I agree, is still dubious at best.

April, generally Jaws, which was released in '75, gets credit for creating the modern summer blockbuster. But Lucas certainly deserves more than his share of credit/blame for it. ;-)

RambleOn623 | June 15, 20:31 CET

I saw "Mirrormask" at "Sundance" and, without giving my personal opinion of the film, I can tell you that it's very much a limited release film and in no way a competitor for an action film like "Serenity".

bobster | June 15, 20:32 CET

just out of curiosity, Bobster, what *did* you think of Mirrormask? I'm not asking for spoilers, just curious if you thought it was a good film.

acp | June 15, 21:00 CET

But Joss has already said that he comes here to find out what he is doing! So I'm afraid it won't work!

Lioness | June 15, 21:33 CET

ACP -- Well, didn't want to be a spoil sport more than spoiler per se, and I say this as a fairly big fan of Gaiman and McKean's work (I was an avid "Sandman" reader back in the day)...but the movie is pretty slow going. Brilliant visually, flashes of Gaimenesque wit, but on the whole, the attempt at a more young adultish "Alice in Wonderland"/"Wizard of Oz" just never happens.

bobster | June 15, 21:46 CET

I am willing to go to two different movies on one weekend so I don't see a conflict if it opens the same weekend as Mirrormask. As for the Universal conversation...that all sounds good to me. I wonder if these previews will change the way that movies are released.

ruthless1 | June 15, 22:15 CET

Pfft, April. George Lucas did not invent the summer blockbuster. Steven Spielberg did with Jaws which opened up in June 1975. 2 years before Star Wars.

eddy | June 15, 23:22 CET

As RambleOn623 points out above. Don't be too hasty with the Pffts, my friend. ;)

SoddingNancyTribe | June 15, 23:40 CET

I've been wondering, if the release date for every country have been already been decided.

I've been trying to spread the word about Serenity to the world, wherever possible. Been talking to some friends back in far east Asia. I'm really curious if there's any Whedon fans over there . As far as I remember, even Buffy's exposure over there was very limited (sans Japan, of course, which is about to release a gourgeous Buffy DVD Box Set. Or Singapore, where I know a few fans). I'm not even sure if Angel was shown over there, not to say about a little show like Firefly, unlike blockbusters like 24.

What may be interesting scenario, is that there might be a huge potential public who were never initiated on Whedonverse, who never heard about Firefly, thus Serenity would be whole brand new thing for almost all of them.

Can't find a thing in UIP's site in Taiwan, unlike Brazilian's which got Serenity appearing in the site (only mentioning that they haven't found a portuguese name for it yet - hope is not a silly one). At least chinese people won't worry about the title getting bad tranlated, since Serenity came with a Chinese title from day one.

[ edited by Numfar PTB on 2005-06-15 22:51 ]

Numfar PTB | June 16, 00:50 CET

What's wrong with you people? You can't see Serenity and Mirrormask backtobacktoback all day long? And you call yourselves dedicated... :) Bask in my sarcasm :)) My Gaiman collection would make some of you ill. Go me! One of my favorite bratty stories is that on our first meeting he told me that he had wanted to name his son Michael my name instead. I promptly claimed that I was an orphan and in need of adoption, which I feel slightly silly about now, but not much :)

[ edited by zeitgeist on 2005-06-16 00:27 ]

zeitgeist | June 16, 02:23 CET

Oh Jeez. I was 2 when Jaws premiered and 4 when Star Wars premiered. I just watched a story about Star Wars and its impact on the industry the other day. They gave Lucas much credit for summer blockbusters.
Pfffft back atcha.
ETA: It's not as if Lucas or anyone else knew he was creating a blockbuster. It just happened.

[ edited by April on 2005-06-16 04:50 ]

April | June 16, 06:49 CET

Sorry! Didn't mean to sound rude with the "pfft". I'll choose my words better next time. And I didn't see RambleOn's post til after I made my own. Sorry!

[ edited by eddy on 2005-06-16 06:19 ]

eddy | June 16, 08:19 CET

np, just another of my cinematic history blonde moments.

April | June 16, 15:11 CET

But Joss has already said that he comes here to find out what he is doing! So I'm afraid it won't work!

You do have a point there, Lioness. I suppose if he's got ideas for 30 projects crammed into his head, we can't very well expect him to have enough room in there to keep track of himself! (Since Whedonesque has become such a repository of Joss info, I wonder if that might qualify this place as an external lobe of his brain? Or at least his spare short-term memory? ;)

Whatever Joss in his infinite wisdom (and Uni's marketing marvels) decide re: Serenity's release date, I'm ready to be okay with it. I've got my own selfish priorities in order: As long as the movie is still coming out and I'm not the last Browncoat on Earth who sees it, it's all good.

Wiseblood | June 17, 10:03 CET