Serenity (film)

:For other uses, see Serenity

Marketing campaign

Sneak previews

In addition to traditional adverisement methods, Universal sought a few unique approaches to promoting the film. Hoping to generate buzz through early word-of-mouth, Universal launched an unprecented 3-stage campaign to sneak-preview the movie in 35 US cities where the television series had earned high Nielsen Ratings. The first stage of screenings was held in 10 cities on May 5, 2005. The second stage, held on May 26, 2005, added an additional 20 cities and was also the source of controversy when individual theatres began selling tickets before the official announcement was released, leading some shows to be sold out before being announced. The third round of screenings, with an additional 5 cities, was held on June 23, 2005. The screenings proved a success, with all three stages selling out in less than 24 hours, the second-stage screening in DC sold out in a mere 22 minutes.

Related Topics:
Nielsen Ratings - May 5 - 2005 - May 26 - June 23

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Australian audiences were the first outside North America to get preview screenings. After an exclusive Sydney test screening, Melbourne held a public screening on July 21, 2005. This was followed by a film festival screening on the Gold Coast on July 22. Public preview screenings were held in Adelaide and Sydney on August 1, and Perth on August 4. Further screenings were held in Victoria, Tasmania, and Queensland in late August. Preview screenings were also held in the United Kingdom on August 24, in London, Birmingham, Manchester and Dublin. Several of the screenings in all the countries featured the attendance of Joss Whedon and the film's cast, followed by a Q&A session with the audience. Whedon also attended two Q&A sessions after sold-out screenings of the finished film in Melbourne and Sydney on September 12 and 13.

Related Topics:
Australian - Sydney - Melbourne - July 21 - 2005 - Gold Coast - July 22 - Adelaide - August 1 - Perth - August 4 - Victoria - Tasmania - Queensland - United Kingdom - August 24 - London - Birmingham - Manchester - Dublin - Joss Whedon

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Viral marketing

Universal also utilized a viral marketing campaign, producing five short videos that were "released" on the internet between August 16 and September 5. These short films depicted excerpts of counselling sessions with the character River Tam while she was being held at a "learning facility" known only as "The Academy". The counsellor in these sessions is played by Joss Whedon himself. Taking place before the events of the movie or the television series, the videos shed some light on the experiments and torture "The Academy" conducted on River, "documenting" her change from a shy child prodigy to the mentally unstable character of the series.

Related Topics:
Viral marketing - August 16 - September 5 - River Tam - Joss Whedon

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First nine minutes online

On October 5th, 2005, the first nine minutes of Serenity were made available online by internet video broadcast company Vividashttp://www.vividas.com/, based in Australia. A browser plugin allows the viewer to see the opening of the film in full-screen broadcast quality (bandwidth permitting). Serenity fan communities quickly spread the word, hoping the footage would encourage others to see the movie in theaters.

Related Topics:
October 5th - 2005 - Australia - Bandwidth

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