If your headline is a complete sentence it needs a full stop (period) at the end of it. I've added it for you.

Caroline | September 28, 01:43 CET

Thanks, Caroline! With Friday coming up so soon, I seem to be getting too excited to end sentences properly!

sandyg | September 28, 02:02 CET

There's also some good stuff at It only takes one asshat to ruin it for everybody. Okay, for me., As much integrity as I can afford, and Serenitygate. I also wrote a couple of things here and here.

Grace Hill Media, the PR company running the blogger campaign, has the tag line, "Helping Hollywood Reach People of Faith." I don't know that I'd describe their activities so far as "working." When a group like that has someone like me considering not seeing Serenity, they've hurt the movie more than helped it.

Dori | September 28, 02:02 CET

Agree that the language of the PR send was horrible, but I think people are getting a wee bit overlathered over it.

zeitgeist | September 28, 02:13 CET

I think the bloggers who are up in arms about this are taking themselves way too seriously. Yeah, it's a clumsy and off-putting PR campaign...but, um, 'Serenitygate'?

In the end, there are no strings on how you write about Serenity; you just have to write about it. If it's a crappy movie, call it a crappy movie; nothing Grace Hill Media says makes a damn bit of difference there.

tehipite_tom | September 28, 02:20 CET

This is a bloody sloppy PR campaign and should not have happened in this way. The PR company is treating bloggers like they are part of the traditional mainstream media and it doesn't work that way.

Simon | September 28, 02:23 CET

Hooray for Simon!

The whole thing about how they'll steal your camera and kick you to the curb and BTW you might not even get in is HILARIOUSLY stupid.

Allyson | September 28, 02:26 CET

No argument on that, its sloppy as all get out.

zeitgeist | September 28, 02:32 CET

But I do think that the original blogger seems to be supportive of Serenity, Firefly, Joss, the cast, et al, don't you? Maybe Universal's original idea , and the way it was done, was clumsy...but could it be reaching people who might not be checking in to the usual sites? Because that would be a positive thing, yes? See, Caroline, I can end sentences properly if I really concentrate!

sandyg | September 28, 02:40 CET

Absolutely, sandyg, and I don't blame 'Versal, either, I blame GraceHill.

zeitgeist | September 28, 02:41 CET

Simon: "The PR company is treating bloggers like they are part of the traditional mainstream media and it doesn't work that way."

Amen, I say to you, amen, amen. As an old PR guy, I'm appalled. zeitgeist, Universal had to sign off on this plan, so they are ultimately responsible. Grace Hill Media is obviously deranged, but Universal is paying them, and they had to give the green light to this ham-fisted campaign. Done correctly, this could have been breathtakingly effective.

Chris inVirginia | September 28, 03:49 CET

Yep, I agree here, this has back fired. It's a sound concept but very badly executed by Grace Hill Media.

gossi | September 28, 05:10 CET

I really do have to wonder why someone at Universal thought that bringing in a faith-oriented PR company was a good idea in the first place. But other than that, yeah, it's Grace Hill that's made the missteps.

Dori | September 28, 05:14 CET

It might have been a longer standing arrangement or some such, who knows. Or, since there's many parties involved in the promotion of Serenity (eg Spec Ops Media, Fanpimp LLC, Way To Blue, XYi to name a few), it's possible THEY contracted out the screenings or some such.

Doesn't much matter now anyway, I suspect lessons were learnt though. Thankfully it's no major mess up - it could have been so much worse.

gossi | September 28, 05:29 CET

Funny that, mainstream not used to independent thinking anymore. Think we can be told what to do, like we're a big network or sumptin'. They probably think people are greedy and will do anything for a free ride.

Caroline | September 28, 09:16 CET