Joss Whedon is not used to failure. Best known for creating the global phenomenon that is Buffy The Vampire Slayer, the closest the writer-director ever came to such a feeling was penning the script for the much-maligned Alien:Resurrection in 1997. But that was before his 2002 sci-fi series, Firefly, was canned by Fox after just a handful of episodes.
'I will never understand as long as I live what happened to that show - why they hated it and why they buried it and why they cancelled it,' he huffs. 'They did and they did and they did. However, the only question I asked them was: "Will you let me take this story somewhere else?" Fox agreed, allowing Whedon and his 'monster' - what he calls 'my love of this show' - to head out into the world. Three years on, and finally he has found Serenity.
That's the name of the film Universal has allowed Whedon to create from the ashes of Firefly. Heavily influenced by the 'lived-in' look of both Alien and Star Wars, it's evident that the 41-year-old fantasy fan has been watching too much Episode IV - not least because Serenity's captain, Mal Reynolds, and his crew are hired to transport to safety a doctor and his telepathic sister, two fugitives on the run from the so-called Alliance that rules the galaxy. There's also more than a little whiff of the Millenium Falcon about Reynolds' ship, Firefly. Whedon just shrugs and looks away. 'For me, science fiction is like room tone. It's just in me. Fantasy is my favourite thing and will always be part of what I do. That's a given.'
Trying to strike a balance between creating a stand-alone film and one that embraces the spirit of the series, Whedon admits 'was the most frustrating experience of my career and the hardest thing I've ever done'. Serenity is not, he says, just a glorified episode of television nor a glorified beginning of a franchise. 'If it's dependent on the series, it's a failure,' he states plainly. 'If it's dependent on the sequal, it's a failure.' To help himself, he didn't even watch the old episodes of the show. 'In fact, with the trivia questions about the series on the website, I kept failing! And these were trivia questions for scenes I'd written - and in some cases directed - for the show. But I distanced myself from it.'
This included changing the title from Firefly, which Whedon - whose father and grandfather both wrote US sitcoms in their time - had no qualms about doing. 'The movie is really about serenity,' he says. 'It's about the idea of peace and freedom, and how you are trying to create this little personal space. For non-fans, it was just a word. For fans, it's a word they know very well. They'll recognise it and they won't be offended by it.'
And LA-based Whedon claims he hasn't given up on TV just yet. 'I have waited to make movies my whole life. But I adore TV. I want to do both.'
James Mottram
Genre fans tend to hit the theatres early while art house and romantic films tend to have audeinces that come in by word of mouth. It''s quite likely that Sereneshit will drop 40-50% next weekend.
'I will never understand as long as I live what happened to that show - why they hated it and why they buried it and why they cancelled it,' he huffs. 'They did and they did and they did.
REQUIEM FOR THE BROWNCOATS
10.02.05
By Devin Faraci
It’s like the battle of Serenity Valley all over again. The numbers are in and the Browncoats lost – Joss Whedon’s Serenity underperformed at the box office this weekend in a pretty big way, making it incredibly unlikely that there will ever be a sequel.
Across America something under 1 million fans are scratching their heads, having believed that their base was bigger and their voice was louder. In the following days they’ll begin assigning blame, trying to figure out why the movie didn’t make enough money. In the end they should just be happy that they got the film, and more than slightly ashamed that they conferred a weird group identity upon themselves.
I had long said that the film wouldn’t open. I wanted to be wrong – while Serenity isn’t one of my favorite movies of the year, and I think it’s guilty of some very lazy writing from a usually un-lazy writer, it’s the kind of movie that deserves to do well. I never connected to the whole Firefly universe the way I did to the Buffy universe, but I could appreciate the characters and some of the weird snippets that made it special. And Whedon is a guy who should get some mainstream success one of these days.
But I was right, and I think the film didn’t open for a number of reasons, and Universal, who is sure to get most of the Browncoat scorn, was the least of the movie’s problems. First of all, the name of the film is terrible. Serenity carries no meaning and evokes no imagery for the casual filmgoer. I imagine most people thought that the character of River was Serenity, and I can’t blame them for that. What should the film have been called? Beats me, but Firefly wouldn’t have worked that much better in my opinion.
The ads did suck, that much is true. But I do believe that Universal poured money into their ad buys – I couldn’t escape Serenity ads this week, and I don’t watch a lot of TV. The film had full page ads in a number of my local major papers, including the Times. The problem with Universal’s campaign is that they tried to position Serenity as a cultural phenomenon, something where the underground was bubbling up to the mainstream. And the mainstream didn’t buy it – Serenity is a geek thing, and the mainstream is picky about what geek stuff it’ll take to.
Some fans will be mystified at how well the film was reviewed in comparison to its shoddy box office. Welcome to my life. I can’t tell you how many times I see films that are great, and that great reviews, only to have them sink upon release. The fact of the matter is that the audience isn’t looking for a good movie – God knows the continued success of Flightplan proves that. But that's the story of the movies, and that's the story even around here - many a weekend has made me sad as the discussion thread for a piece of shit blockbuster gets ten times the replies as the thread for a gem of a smaller film.
In the end, though, I just don’t think this should have ever been a movie. This concept, the world of Serenity and Firefly, was custom made for TV. With 9 leads and a potentially complicated main mystery, there was too much for a two hour film. At the Serenity junket in LA a few weeks back, Whedon said that this film brought the story where the TV show would have gone. I think that a TV given 5 seasons to tell this story would have made it work. As it stands, everything is too squished in. Whedon needed to either drop his original story and come up with something more suited to a two hour film, or he needed to not worry about that story at all and just tell a rollicking tale in the Serenity/Firefly universe.
Now what? It’s over, most likely. The movie was made largely because of DVD sales of the TV show box set. Even if the movie does gangbusters on DVD, no one is making that mistake twice. The film will, most likely, make some money overseas (although I tend to think not in non-English markets) and will definitely earn a bunch on DVD, but domestic box office is generally what it’s all about. As for a return to TV, I don’t know if Whedon and company would be willing to go back after taking their shot at the majors and missing.
At the end of this weekend, I wish the Browncoats would take a moment from their finger pointing and take a long hard look at themselves and ask if their in-your-face evangelizing didn’t hurt this film more than it helped. I believe there is a huge awareness of this movie, and I believe there are many people who are predisposed to seeing scifi films who stayed home this weekend. The question has to be, “Why?” I think that more and more the actions of small, hardcore fanbases – like Trekkies and the increasingly marginalized Star Wars fruitcakes – are becoming distasteful to the more mainstream genre audience.
HOWDY, JOSS
10.03.05
By Devin Faraci
I find myself in a weird position this morning. It seems that my editorial from last night about the box office take of Serenity (and I think it’s important to stress here that it’s an editorial, an opinion piece) has attracted the attention of no less a luminary than Joss Whedon himself. This is sort of a weird position because I’m actually a pretty big fan of Whedon’s work – I have a “Once More With Feeling” poster framed in my living room and I made sure I got out to Los Angeles for the Serenity junket (Universal wouldn’t pay my way) because the opportunity to meet and interview the man was too much to miss out on.
Now that I’ve established something of my geek bona fides in this matter, I want to address some of the brouhaha that has arisen from the piece, and the points that Joss makes (for the text of his remarks, visit this site, or check out this thread on our message board).
I’m not a box office expert, and Joss has access to Universal’s best number crunchers and executives, but from where I’m sitting this thing looks like it’s essentially over. Going by the standard situation, Serenity is in for a 40% drop next weekend (and that’s really generous, as films – especially genre films – have tended to drop more than that in the second weekend this past year or so), which means it’ll likely take in 6-7 million. Joss is right in that this was a soft weekend – per screen averages were weak across the board, it seems – but I don’t know if that’s due to some exterior force or just people didn’t see anything they wanted to go to the movies for this weekend. The month of September certainly wasn’t that soft a month, even with a couple of hurricanes being a major outside force that could have affected box office.
Again, I’m no expert, but it looks like 30 million is where this thing might come to a rest. If I’m right that’s too bad, as I said in the original editorial. The film deserves to be a success. I have nit-picky issues with it, but I gave it an 8 out of 10 in my review, and I stand by the fact that it’s as good a sci-fi adventure film as we’ve seen in a long while.
The thing that really stuck in Joss’ craw, though, was my dismissal of the Browncoats. He doesn’t cotton to me laying the blame for the film’s weak take at their feet. I wouldn’t cotton to that either, if I had done that. I do wonder why the film couldn’t bring out a genre core audience (the people who probably helped the just as hard to market Hellboy to a 23 million dollar opening weekend – now some of that may have been release date, to be fair. I am becoming a believer lately in the idea that the traditional “time of year” ghettoes don’t apply anymore – look at how strong January and February have suddenly become – but that doesn’t mean that there isn’t an aspect of that at play in Hellboy’s modest success), and the thing I kept returning to in my head is that the “Browncoats” are seen, by many other genre fans, as overzealous.
There’s no way to quantify that. It’s a purely speculative thing on my part, based on talking to people and visiting other internet forums. And I base it partially on the fact that nobody likes an evangelizer. Nobody wants to invite the Jehova’s Witnesses in to bullshit when they come a-knockin’. You want those people off your doorstep, and ASAP.
And further, I can tell you as a passionate Buffy and Angel fan and defender that there is a sizeable portion of the fandom that just reacts incredibly negatively to Joss and his works. I have taken a tremendous amount of guff for my unabashed love of those two shows (including lots of homophobic emails, weirdly), and it’s often from people who have never seen the programs. Hey, it happens, and fandom’s a weird place at best.
Again, it’s not the scientific method, but those are the factors that came into my opinion that the Browncoats kept the core genre audience from seeing the film this weekend. (And in fairness, someone asked me just how big that core genre audience is, and I have to admit I don’t know. I do feel like it’s bigger than 10 million dollars, though) That has nothing to do with the mainstream’s reception of the film, and that’s important to note. And it’s important to note that I don’t necessarily think there was some angry “To hell with the Browncoats!” revolt in the wider fandom. I think there may very well have just been a fatigue. After the preview screenings months ago, and the interim attention from those fans, Serenity felt like a movie that had already happened.
As for the idea that I don’t like the very concept of the Browncoats – guilty as charged! I don’t like any self-identifying pop-cultural group. I find it bizarre and troubling. Trekkies make me feel creeped out, and that was before seeing the excellent documentary about the phenomenon. I am a fan of Buffy and Angel, but I wouldn’t include myself in a fan group. I love Lost and watch it religiously, but I wouldn’t consider myself a Lostie. I don’t like to categorize myself by my musical tastes or my reading material or the sneakers I wear. The desire to be included in a group, the desire to become part of a big pop cultural movement like that – I don’t get it. And I sort of feel like it’s something Mal Reynolds would look upon with a raised eyebrow as well, but then I didn’t create the guy.
Finally, Joss worries that the Browncoats will take to heart the few sentences in my editorial that ask them to look into the mirror and ask if they helped or hurt this film in the genre audience. Do the Browncoats need this pat on the head? We’re all grown ups, more or less – does the opinion of one guy (the poorly written and barely properly spelled opinion of one guy, no less) have the ability to wound that badly? Looking at my inbox, and reading over the replies at Whedonesque, and seeing Joss’ response, I guess the answer is yes. My intention wasn’t to wound but to call attention to how marginalizing rabid fanbases can be.
Joss, thanks for the concession that I’m not a dumb guy, and I’m sorry that the big damn movie didn’t open to the numbers it deserved. You seem trapped in this place where your fans are loyal to the frightening extreme and the media loves you, but the mainstream hasn’t figured it out quite yet. I do hope they wake up, and I do hope that next week I’m writing an editorial eating every single one of these words, as Serenity’s word of mouth causes the film to buck all normal box office trends. I like a happy ending as much as the next guy, and I think this property and its creator deserve it.
Welcome to my life. I can’t tell you how many times I see films that are great, and that great reviews, only to have them sink upon release. The fact of the matter is that the audience isn’t looking for a good movie – God knows the continued success of Flightplan proves that.
...................
You seem trapped in this place where your fans are loyal to the frightening extreme and the media loves you, but the mainstream hasn’t figured it out quite yet. I do hope they wake up

And further, I can tell you as a passionate Buffy and Angel fan and defender that there is a sizeable portion of the fandom that just reacts incredibly negatively to Joss and his works.
The mini-winning streak the box office was on came to a crashing end this weekend as the total box office was only $88 million, down 11.4% from last weekend and a stunning 21.7% from last year. Of course, this time last year was the first weekend in October, so the year-to-year drop-off is to be expected. Year-to-date, 2005 is behind 2004 by 6.6% at $6.479 billion to $6.934 billion. But at least the fall is still ahead by 7.7% at $453 million, and at this point you have to take whatever good news you can find.
Flightplan just beat expectations falling a tiny bit shy of 40% remaining in first place with $14.8 million over the weekend. The film has now had $45.9 million in ticket sales, nearly matching its production budget. If it can perform as well internationally, then it should be able to show a profit before it reaches the home market.
Serenity seemed to have a lot going for it, a rabidly loyal fanbase from the TV series, incredible reviews, and a popular feel that should have made it a big hit. However, the studio may have dropped the ball when it came to marketing the film; they relied on viral marketing and while that was able to get the base excited, but obviously wasn't t able to connect with the average moviegoer as the film could do no better than $10.1 million. If you were to look for something positive the per theatre average wasn't bad and the word-of-mouth should be excellent as earned a Cinema Score rating of A. Even so, the Fanboy Effect will likely kill this film next weekend and it will have to wait till late in its the home market run to show any kind of profit. On the other hand, the [Firefly] DVD is ranked number two on Amazon.com.
Fanboy Effect
Certain films have a very loyal following, usually due to their source material. These people will flock to the film as soon as it opens, either over the opening weekend or, more likely, opening night. This inflates these numbers, reducing both the Internal Multiplier and the overall Multiplier.

We're not talking about mainstream America being alienated. We're talking about a percentage of the already existing fanbase for genre films. People like myself, who, while not the biggest fans of Firefly, probably would've been interested in seeing Serenity simply because it's about spaceships. There is a significant contingent of people like me who were turned off by the venom spewed by lunatics like yourself and Anya, or the slavishly robotic antics of people like Woodward, or just the general air of holier-than-thou verbal acrobatics all centered around a goddamned television show. It's people like ME that Devin is referring to in that article. People that are otherwise big fans of sci-fi pictures, but felt pushed away by what they viewed as a ridiculous, rabid, and unpleasant fanbase. You're just illustrating the point again and again here, and it's tiresome. You refuse to actually read anything that anyone has said, and instead simply stick your fingers in your ears and go "LA LA LA LA LA LA I'M NOT LISTENING!".
The article didn't even MENTION mainstream America. It talked solely, in that ONE paragraph, about the existing genre fans' reactions to the "Browncoat Phenomenon". A lot of us are tired of the backlash we get when we dare to say even the remotest ill word towards Firefly, or towards Whedon. We're tired of watching an okay show being mystically raised to a level of near dieification. We're tired of dealing with people like you, who get so worked up over make believe people doing make believe things, that we (and I'd venture a guess that there's more of us than you think, PodBay. CHUD and AICN are far from the only websites on the internet) actively chose not to see the movie, because we no longer care, or have been so turned off by "Browncoats" that we actively DON'T want to see it.
And in this thread, you're pretty much proving the point.
__________________



on the Chud thread and SF gate article. The Fireshit fans are really going out of their way to alienate folks. Two things really stood out for me.

sam7777 wrote:I have a question for the MODs.
Has anyone tried to open a thread for Sereneshit in GMP?
Would Sereneshit count as an ME project and be OT to the main board as per the FAQ?
Cuz I'd really hate to have those brownshirts/coats/whatever on the Kitten board considering that part of the reason for the board was to get away from rabid whedon fans.


(please not that these number will change from this snapshot as the game is still going on)1 WALLACE AND GROMIT: THE CURSE OF THE WERE-RABBIT $18.5
2 IN HER SHOES $13.5
3 TWO FOR THE MONEY $10.5
4 FLIGHTPLAN $8.9
5 TIM BURTON'S CORPSE BRIDE $6.0
6 SERENITY $5.9
7 WAITING $5.5
8 A HISTORY OF VIOLENCE $5.5
9 INTO THE BLUE $3.9
10 JUST LIKE HEAVEN $3.7
11 THE GREATEST GAME EVER PLAYED $2.9
12 THE GOSPEL $2.9
Universal captured a large share of Serenity's total audience last weekend as fans rushed out to see the sci-fi adventure. Although reviews and word-of-mouth are favorable, a hefty drop is still likely as midweek numbers have not been holding up very well. A 50% drop to around $5M could result giving Serenity a ten-day tally of $18M.
In Serenity, Browncoats are Independent Faction soldiers, a body opposed to the AngloSino Alliance in the Unification War. Defeated at Serenity Valley on Hera in 2511, Browncoats are forced to live as galactic outcasts.

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