Grumpy Gamer Serenity: The Movie Marketing

Serenity: The Movie Marketing

Sep 26, 2005 twenty to two pm

I was recently asked to apply to become one of a select few (thousand) bloggers to get an advanced screening of Joss Whedon's new film Serenity. For the 2 people visiting this site that don't know what Serenity is, it's the movie version of the the Fox cancelled TV show Firefly, possibly the best si-fi show ever to grace television.

As a huge Firefly and Joss Whedon fan (I have the restraining orders to prove it), I was excited to sign up and crossed my fingers all day that I would be one of the few (thousand) chosen.

Imagine my giddy school girl excitement when I got an email saying I was "one of the lucky bloggers to be chosen and confirmed for the screening of SERENITY". My excitement was short-lived as I scanned the email from the marketing company responsible for the screening. Now, maybe I'm being too critical, or I'm just jaded from years of working the game business and seeing clueless marketing people who "just don't get it", but this whole thing just made me feel dirty.

Apparently, me getting into the screening is dependent on my regurgitating a much of marketing hype on my website. Once I've done this and notified them, they will let me know if I've gotten in.

NOTE: The email I received appears at the end of this article.

It seems to me that the these marketing people just don't understand bloggers, or at least not the bloggers I read and know.

I'm all in favor of grassroots marketing, and getting a bunch of bloggers to see an advanced screening of a movie is a good idea, but I feel like they are asking me to buy my way into this screening with orchestrated hype, something I won't do.

Why do they feel they need to do this? Why did this need to turn into a loyalty contest? It's not like this is some J-Lo movie that they are trying to save, this is frigg'n Joss frigg'n Whedon and Firefly.

I think they underestimate the type of people that are going to spread the word of mouth and flock to this movie. Geeks are a cynical bunch, we have overly sensitive uncalibrated bull-shit meters that go to 11. We can smell bad marketing (although we are suckers for good marketing like you've never seen) and react with a sophomoric outcry that this post is a testament to.

What would I have done different? I would have made their requirements just suggestions. I would have provided all the information they did, along with the ftp site of images, but would have required nothing in return. There is a confidence that goes along with that that says a lot and would have played well with me. I would have talked about going to the screening and talked about it afterwards, but I wouldn't have felt like shill.

But, in the end, I guess I've done exactly what they wanted: Mentioned and linked to the movie giving it PR and ink. I guess I'm just a sucker after all.

Email:

From: <redacted>
To: Ron Gilbert
Subject: Serenity Blogger Bonanza - SAN FRANCISCO
Date: Sat, 24 Sep 2005 11:17:08

Congratulations! You are one of the lucky bloggers to be chosen and confirmed for the screening of SERENITY for the time, date and the number of guests that you have requested. Please note, this confirmation DOES NOT guarantee you a seat at the screening.

To significantly increase your chances of getting into the screening, you MUST do the following:

* You MUST include the film's synopsis on your blog (synopsis below) and you MUST link your blog to the SERENITY website (which has the trailer and production notes) http://www.serenitymovie.com and featured artwork. After you have screened the film, please discuss it on your blog. Please provide us the links to all of your blog posts on SERENITY at <redacted>@gracehillmedia.com
* Print out and bring a copy of this confirmation.
* Arrive at the theater AT LEAST 45 minutes before the show begins.
* Upon arrival at the theater, please find a UNIVERSAL PICTURES representative and inform him or her that you are part of the SERENITY BLOGGER BONANZA. The Universal rep will then instruct you as to what to do next.
* DO NOT bring in a camera or a cellular phone that takes pictures. They WILL be confiscated, and you will NOT be allowed into the screening.
*Have a great time!

Your Screening location is:

Joss Whedon, the Oscar® - and Emmy - nominated writer/director responsible for the worldwide television phenomena of BUFFY THE VAMPIRE, ANGEL and FIREFLY, now applies his trademark compassion and wit to a small band of galactic outcasts 500 years in the future in his feature film directorial debut, Serenity. The film centers around Captain Malcolm Reynolds, a hardened veteran (on the losing side) of a galactic civil war, who now ekes out a living pulling off small crimes and transport-for-hire aboard his ship, Serenity. He leads a small, eclectic crew who are the closest thing he has left to family ?squabbling, insubordinate and undyingly loyal.

In order to download art to discuss the film on your blog, here is the link to the FTP site:

http://<redacted>.universalpictures.com/
USER: <redacted>
PASSWORD: <redacted>

Thanks, and have a great time.
Warmest wishes,
Your friends at Grace Hill Media

One thing I found funny about the email was this sentence: DO NOT bring in a camera or a cellular phone that takes pictures. They WILL be confiscated, and you will NOT be allowed into the screening.

So, my picture-taking-cellphone WILL be confiscated and I WON'T be allowed in to the screening? I can see them taking my cellphone while I was in the screening, but to take it and then not let me in? When am I going to get it back? Last time I was in Law School, they called this stealing (but with a fancy Latin name).

Other people's comments:

Angel is the best damn show ever! Unfortunately they cancelled that one too :(

Arrive at the theater AT LEAST 45 minutes before the show begins.

And you love waiting in lines so much ;)

Let's get this onto Slashdot and have ourselves a nice little flame fest. All in favour say Ahhhh...rrgghhh....

I submited, but they rejected, maybe because i said scott kurtz was a sell-out :)

http://www.pvponline.com/newspro/archives/arc8-2005.html

I got hooked on Maniac Mansion as a child and I've been using ScummVM the past couple of days to discover the awesome games (most notably Sam and Max) that I'd been missing.

Thank you.

excellent review of your exceptional adventure with the movie-making trade, ron!

now i wouldn't consider stealing your multimedia-private-data-assistant-thingee such a plain crime, but they are in fact stripping you of your personality (numbers, names, important dates...).

so ultimately this turns into a carrot-and-stick-marketing shtick: depending on how many people end up begging to be let in despite having been in possession of a devious picture-taking-device, marketing will determine whether or not this film does appeal to a neat cross section of the movie-going public.

as a reward, you may get your identity and life back.

this is not stealing, ron, it's a sign of how gracious the movie business has become.

Well, I can't say I'm a fan of Joss's previous work - Buffy and Angel are utter poo IMO - but Firefly, and hence Serenity are absolutely fantastic. I saw Serenity last Monday (the 19th) and I can safely say that anyone watching it will be singing its praises. There is no need for bloggers to feed us half-hearted hype before they've even seen it.

The hype will come post-viewing.

It's frikkin' fantastic, nobody will be disappointed. Those who are don't matter anyway. :)

Hello i just think ur the greatest person in the world

What I liked about this email you got, or rather what made me giggle was how badly put together it is.

The message starts off with a big confirmed that you're going to be there on time, date etc to see the film. Then basically retracts this, by saying you've only got a chance to get in and see the film. I'd argue that seeing as you've been chosen and confirmed to attend the screening, that you still go and then stand up in the theatre to watch the movie. "See? I'm not using a seat. I'm using crutches to prop myself up."

Regards,

Yickle.

that you still go and then stand up in the theatre to watch the movie

I just got this weird mental image of Ron standing up in the middle of the hushed theatre, and proclaiming "I'm Spartacus!".

I must be tired.

that sucks. after all the threats about not being able to bring a phone, and telling you how to do your blog, they then tell you to have a good time? this is cynical marketing at its most dire and pathetic.
I'm glad you have the integrity to post the email and let people see the crap that goes on behind the scenes for stuff like this,
This smacks of a bunch of corporate dicks who think they are 'down with the kids' by reading the riot act to bloggers.

* DO NOT bring in a camera or a cellular phone that takes pictures. They WILL be confiscated, and you will NOT be allowed into the screening.

So they steal your phone and kick you out.... what a fun bunch of people they are...

Order: 'You will have a great time'. You may start having fun . . . now. I like fun, it's brill.

"Congratulations! You have been awarded the right to lick our butts.
If you do all of the following, there are chances that you end up watching
the screening. I bet you are all excited now, Johnny-Jon!"

Aw just reading that email made me feel DIRTY.

Firefly was terribly stupid. I'd never sell my ass for somethin like this.

I do find it kind of funny that you did obey all of the rules regarding displaying the film synopsis and linking to the Serinity movie site simply by posting the invite email. Intentionally or not I think you stand a good chance of being selected to go ;)

Do not bring candy into the classroom! Make your homework and you will be rewarded with one piece of fruit!

Hm... note that it doesn't say that you MUST do these things in order to get in to the screening.

To significantly increase your chances of getting into the screening, you MUST do the following

So that just increases your chances of getting in. Not exactly a <em>quid pro quo</em>, although it does seem like they are suggesting it rather firmly.

Honestly, the whole e-mail is rather strange. Note that this...

After you have screened the film, please discuss it on your blog

... is listed as one of the things that will increase your chances of getting in to the screening. They forgot to add "invent a time machine" to the list. The same goes for "Have a great time!" which looks like someone just forget to turn off the unordered list feature in their e-mail program.

Haha, I love Firefly but this email is really... stupid. Thanks for posting it, Ron!
I allready found the SCREAMING in the mail amusing. MUST MUST. It looks so fucking rude.
Just imagine the email read out by Sergeant Hartman from 'Full Metal Jacket'.

Well, you can't blame the studio trying to make their product a commercial success by influencing the public opinion (that's after all what 'marketing' is all about). You should blame the so-called bloggers that actually are more than willing to sell their soul just for being part of the hype. If there weren't always black sheep like them in the herd, the studios wouldn't bother trying such things. It's like phishing: who cares if you annoy 999,999 halfways intelligent recipients of your phoney emails if there's just one in a million who falls for your scam?

Anyway. I'm going to watch Serenity and either enjoy it or not.

you know... a few month ago in the screener of War of the Worlds for spanish news and periodists really don't allow and confiscate any camera and cell-phone that they carry on to the film. be careful =)

No big cast,
A show that was never aired on a big network, and that is completely unheard of,

Too bad : sounds like it will be Straight-to-video here in France...

Is this really that good ?

G.

A show that was never aired on a big network

Fox is a big network here in the states

Is this really that good ?

Yes it is. It's a little quirky, but it has some of the best writing I've seen. Fox showed the episodes out of order, then canceled it for unknown reasons. Everyone I've loaded the DVD's to has loved it.

Fox has a habit of shooting themselves in the foot for no apparent reason.

When I said it was not aired on a big network, I meant "In France".

I've heard that Fox let Futurama die too. It is not their first time.

I guess these will never be jumping the shark ! (One can learn so many things in wikipedia...)

It's never been on a big network in Spain either, but it's one of my favourite shows since I had the oportunity to watch those DVDs in their right order and in an almost nonstop session.

As I watched it I could not help feeling that someone at FOX was plainly stupid.

The actors are perfect for their roles, the script is one of the most quotable ones I can think of, the far west look is awesome... and they cancelled it when the plot started to get intense.

I hope I can see Serenity soon, but I don't think it will be possible, Firefly being unheard of here in Spain. I was a bit confused when I saw a trailer dubbed to Spanish by professional voice actors, but I don't know if I want to see that version, the voices were absolutely wrong for the characters :S

Fox likes to cancel good shows. I used to think it was just the Fox Kids part, but it's probably all of it. I'm not sure if they show them at the wrong times or if the people who watch fox don't like good shows or what, but I always feel like it's a miracle when a good show lasts for more than one season.

Yeah, this reminds me when they cancelled family guy.. well, at lest family guy returned..

OK, viral marketing aside, this is a gift horse and if you do not want to accept it then nobody will force you, if you do you also accept the quid pro quos that come with it, period.

Although I must admit that the wording of the e-mail is lacking logic at times, gee. Come to the screening and we will rob you blind and send you home naked, kekekeke.

That poor someone who wrote that mail and that negligent someone who proofread it must be unaware of the subtleties of language. Of course we all know what they meant, pity these days people no longer are able to express what they really mean. And if they try to they spill forth some stammering riddled with so-called political correctness that will confiscate any meaning and will cause your brain to switch off after 3 seconds!

So! How was the movie? :D

I agree.

The proposition is not like selling your soul because you are still free to give a negative review after the screening, and as long as you hype up other films just as much you will keep your integrity.

But the wording is offensive to the point where it creates animosity between the fan and the movie.

I fear that if I go to see the movie, there will be a voice in my head ranting uncontrollably:

"Do you feel like you've just paid for a movie you were once CHOSEN to see? you MUST have been mistaken! bwahaha"

A gift isn't a gift if they demand something in return.

I went to the Philly screening, and it showed that the marketers had no clue at all about bloggers or sci-fi.
They had a producer and assistant from a local rock station come to work up the croud.  He approached me and another pair of bloggers, and asked if we were from the studio.  "Nope, were bloggers"  Bloggers? "Weblogs"  weblogs?  "We're reporters, here to review the movie"  OH.  Hey, John, WMMR blah, blah, blah
He asked some trivia questions, handed out t-shirts, and reminded us to listen to his station.  Mercifully, he shut up and left and then we got to enjoy the movie.
Everyone got a poster or 2, about 10 got hats and shirts.  It could have been done better, but it will be awhile before the old heads in marketing know that we exist.  Then another while before the see us as people, not pajama wearing shut ins. :)

I went last night (and posted a slightly less cynical version of your post on my blog). We got mixed in with some contest winners from a local radio station and with the press. Nobody was pushy, they knew we were bloggers but didn't seem to care one way or the other.

This was the perfect movie to try and get grassroots enthusiasm about though. They had a good idea in getting bloggers involved, but obviously don't understand blogging much yet. Still, free movie unless you count $7 parking, $20 in popcorn and drinks, and $11 in metro fares.

...which you'ld have spent anyway... ;)

I'd seen other bloggers who put up the synopsis to get tickets, but you're the first to post the entire email, Ron. Until now, I'd dismissed the tactic as a cute postmodern advertising scheme, you know, "we're so cool we're going to go with a really lame pitch". But it turns out the marketdroids were just regular lame, not ironically lame.

Oh well.

What i find funny is all the other things that Whendon has done that geeks seem to forget. He was a writer for
Toy Story,
Atlantis: the Lost Empire,
Aliens: Resurection
Titan A.E. (so you can see some of his earlier Sci-Fi work and understandy why Serenity was so great.)

When i try to introduce other people to Whendon I try to avoid mentioning Buffy or Angel and instead use the previously mentioned films. It helps get non-geeks really interested. then i slip in the Buff or Angel refrences if i want them to give that a fair try.

Are you kidding me. Assuming you brought a copy of the confirmation and showed up 45 minutes early, your post fit their bulleted criteria perfectly..

What these Marketting Companies don't realise is that the majority of people don't know what a Blog is. I'm not kidding. Your average Joe Public doesn't know what the words "Blog" and "Podcast" mean, so they're wasting their time and money trying to market a anything using Blogs. Besides, anyone with a Blog who cares about Serenity will be posting about it anyway. That's free marketting right there.

That's because "blog" and "podcast" are stupid words, "website" and "downloadable audio" (or even "mp3") are less stupid, and even recognised by (some) Real People.
More often than not, "whine" and "moan" are better words to use though.

yes

I think you are too critical and overly sensitive.  The e-mail serves essentially the same purpose as a press kit, which typically gives people something they can write when they have nothing else to say.  The e-mail said nothing about a second confirmation coming your way, and I can only guess that the phrase "to significantly increase your chances you MUST do the following" offended you.  The thing is, this phrase applies to all items that follow, including the suggestion to arrive 45 minutes early, which is always good advice for free screenings, and I suspect part of the tone stems from wanting you to be aware that they can't guarantee you a seat. I think marketing folks might "get it" more often if non-marketing folks weren't regularly sneering at them and belittling their efforts.

In my blog post stating that I was going I didn't post the synopsis, and my enthusiasm came through regardless because if I didn't have an interest, I wouldn't have posted at all. I can't imagine that they would begrudge me this.  I went the screening, my name was on the list, and I enjoyed the movie, and was grateful to be given the chance to see it in this way.

Also, someone said something about this not being a J-Lo movie that needed help, and to that I say get out of your bubble.  J-Lo, as evidenced by her nickname, is a household name.  Firefly and Serenity are not and there's a possibility this movie could bomb.  It wouldn't be the first one to bomb this year, that's for sure.  It also wouldn't be the first really good movie to bomb in history. I'd love for it to become a phenomenon, and I'm not going to let the wording of an e-mail prevent me from doing what little I can to help make it one.

That email is really pathetic. You are right to make fun of it publicly. Don't know why some are saying you are "too critical and overly sensitive" about this. Let's call a lemon a lemon, alright? Let's not make excuses for it: It's an idiotic marketing gimmick. They're making it sound like it's huge honor for you to prostitute for them by putting ad copy on your site. If they were any good at their job and knew the movie was halfway good they would invite you to write about it after you've seen it.

This marketing attempt is trash.

Hey,

but by putting this email on your website have you actually completeted what they wanted?

ie link to website and plot synopsis?

Too bad I live in Maryland, or I'd ask you if there was a way I can lend you my Outlaw Star Complete Series for your Firefly series. I really want to get into Firefly, and will definitly be checking out Serenity, but you should find a way to check out the show Outlaw Star. It's an animated show that seems to have given some characteristics to Firefly, but at the same time not.

http://en.wikipedia.org/wiki/User:Staxringold

I think you'd like the show, and if only Outlaw Star could be made into a decent game with decent space combat. But then again, I'm rooting for them to make another Mutant Hockey Leauge game.

"* DO NOT bring in a camera or a cellular phone that takes pictures. They WILL be confiscated, and you will NOT be allowed into the screening."

What am I going to do with a crappy, fuzzy low res. picture of a movie screen?

"That looks disgusting. No wait, that kind of looks like the mona lisa. Is that a potato chip? Oh..it's the mother mary!"

Actually, the screen would probably just look like a big white flash because the darkness of the room would probably confuse it and overexpose. Maybe it's just my phone that takes crappy pictures, though.

This is not a first for Fox (Jim Profit anyone?). Sadly, this is not a Fox prerogative either. A lot of potentially great shows get sacked in their prime after a couple of episodes, so much so that networks get the habit of calling any aborted run of six episodes a "full season". I wonder what's happening to the US TV landscape these days. Most of those suits wouldn't know a good series even if they had paid 50 bucks for it.

I have full season !

I have also recently been caught up in the Firefly phenominom (however the hell that's spelt), I personally love it for the funny and yet realistic dialogue, but I don't see no one asking for a review so I'll stop there. Can't wait for Serenity, I've heard from some respectable reviewers that it's a good movie (better than Revenge of the Sith which is easy because it doesn't have George Lucas writing the dialogue)

You should also know that another epic scifi movie has been released "Starwreck6:In the Pirkinning" and it can downloaded free from

http://www.starwreck.fi

sorry

http://www.starwreck.com

It's a pity they had to put that fine print rubbish in there. Serenity is a GREAT movie ( seen it upwards of 5 times now and off to see it again tonight ), and Im sure you would have written a glowing review anyway.

Marketing fools :(

very bad :'( domain name

It looks to me like they just say you have to say what the movie is about on your blog, which you would do anyway if you were going to talk about seeing an advanced screening. What's the big deal?

I used to attend lots of sneaks when I lived in Phoenix, it was around the time of I, Robot (which thankfully I did not see) that they started adding "security" and preventing people from taking camera cell phones etc. inside. A friend of mine missed the I, Robot sneak because he had a pocket knife and they wouldn't let him take it inside. The reasoning behind that utterly escapes me. I'm so tempted to buy one of those fibrerglass knives from Glock or such and keep it in my sock. What are they going to do, frisk me?

The ridiculous thing is that almost all of these sneaks are held a week or less before the movie opens. "We have to take everyone's camera to prevent piracy!" Most piracy somes from people copying the movie in the post-production process or in the DVD mastering and production process, not from people copying them in theaters. Yes, theater copying does happen, but you end up with such a crappy copy that few would want to see it.

Just my $0.002 worth.

I've seen some complaint about how Grace Hill Media handled the Serenity blog marketing campaign. But it was a small price to pay to help promote Serenity the movie in return for getting in free. I guess we were lucky, in that we arrived at the theater just in time before they let general people in, and that we knew what to ask for (to get in early with the bloggers) because the first person we spoke to told us to wait in a long line (she was clueless). It also prompted me to make my first blog (http://maggieminenko.blogspot.com) and I'm wondering how I can get people to look at it and answer the question I posted there initially?

Serenity the film was awesome... though it left me a little... "washed out" so to speak. I prefered firefly! On a happier note if your a fan of the film then check out this website!

http://www.serenity.com/

Enjoy!

He He He

I really liked Serenity and I know what you mean about marketing. You're right that they shouldn't require you to do the marketing on your site like that but I guess its not so bad since I thought that the movie was awesome. It wasn't amazing but they could have really messed it up which they didn't do so I'm happy. A lesser director (ie. Lucus) may have totally messed up the storyline.

test - sorry!

Well i went to see serenity on day of release in uk.. all i can say is they screwed up the marketting, as i was the only person in the theatre!

how crap is that? Top film though.

Serenity Marketing fools :(

Serenity ? :)

I really liked Serenity and I know what you mean about marketing.

Serenity Forevor

I liked Serenity!

That email is really pathetic. You are right to make fun of it publicly. Don't know why some are saying you are "too critical and overly sensitive" about this. Let's call a lemon a lemon, alright?

Hey! Pay attention! Except where otherwise noted, this site is licensed under a Creative Commons License.

Serenity: The Movie Marketing

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