(or, I swear this will be the last time I write about that damned movie)
With a domestic gross of about $20 million, Serenity has about met Universal’s box office expectations but fallen short of nearly everyone else’s. CHUD has a good wrap up on what Devin Faraci calls the Browncoats’ five stages of grieving. And in effect, that’s what the past two weeks have been for many diehard Firefly fans: a period of grieving. Because after a financial performance like that, there’s little chance that Serenity will receive a sequel of any kind. Add to that a certain finality in the movie itselfsuffice it to say, it’ll be hard to continue the franchise the way fans of the series once imaginedand you have the recipe for a decent burial to what might have been a decent science fiction franchise. Well, that’s the way things go sometimes, and in many ways Serenity is more than the Firefly fanbase should have ever hoped to expect. So chalk one up for the good guys.
What’s interesting, though, is the story of a man in Vancouver, Washington, who gave away 320 tickets to a screening of Serenity. Faraci makes a good point here: “Your duty, as a fan, is to enjoy the film. Maybe bring in a friend. But that should be it, and you should never feel that youre letting a film or a filmmaker down because you only recruited fifteen people.” In fact, much of the discussion over Serenity’s release seems to deal with how many times a fan’s seen the film, or how many people they were able to convince to gonot just because they thought it was a great film, but also because there was the perception that if they didn’t work hard enough and feed enough dollars into the machine, then Serenity would be the end of the line. That’s itno more. As anyone who’s paid any attention to the plight of a cancelled show can attest, it’s very hard to tell dedicated fans, “no more.”
There’s a Whedonesque thread about the Vancouver man. I haven’t read the whole thing because, let’s be honest, I’m afraid of Joss Whedon fanatics. But the basic substance of the discussion is that one guy sees a problem with one person paying so much to get people into the theatre because the money could be better used elsewhere, and everyone else is arguing that the guy did the right thing. On the surface, this seems like an extremely troublesome discussion for some of the reasons Faraci describes: namely that once you get to that level of fandom, you’re practically proselytizing. Whether or not the people on the Whedonesque boards get this or not, I don’t know, but to the rest of us there’s something undeniably discomforting about this sort of promotion. In fact, various reactions I’ve seen to the efforts of the Browncoats suggest to me that the overall effect of the rabid Whedon fans may have been to put off potential viewers rather than encourage them.
I loved Firefly the series, wanted it to come back to some network other than Fox, and was euphoric upon the news that a Firefly movie was being made. But I’ve only gone to see the movie once. That’s what I do; I go see movies once, perhaps twice if I know a bunch of people who missed it the first time I went. I find the idea of dragging all my friends to see it faintly embarassing, because I know a lot of them won’t find it to their tastes; to pretend otherwise is stupid. And I’m not going to go see the movie seven times because I frankly don’t have the money and energy to do so, and besides, why should I if I don’t feel like it?
Like it or not, these sorts of tactics skew the box office results even more. Yes, Serenity’s second weekend dropoff was better than most other sci-fi films. But that’s because there was a concerted effort by Browncoats to fill seats on that second weekend, not because word of mouth had spread and convinced other people to go. The way this industry works, you need broad appeal to get anywhere, and when rabid fans decide to go to six or eight screenings to up the dollar total, it’s simply more evidence that Serenity does not, in fact, have that broad appeal.
One more thing and I’m done. The hard-fought campaign to fill seats by any means necessary is the dark side of Serenity fandom, but there is a silver lining as well. Before the movie was announced, and even during pre-production, there was an alternate solution proposed: new episodes of the show could be funded through presold DVDs or even subscriptions, thus creating a dependable revenue stream and bypassing the networks entirely. As things currently stand, this isn’t a viable option; the amount of money needed to produce even one episode of Firefly is high enough that you’d need to guarantee a lot of DVD sales. And yet, that Washington man standing outside the movie theatre giving out tickets is part of the same philosophy, that one’s own dollars can contribute directly to a show or movie’s production. Both are examples of a form of patronage rarely seen in the television or cinema world these days; not even cable channels like HBO are so direct in handing audience dollars over to the production of content. The frustration in the Firefly community over the movie’s less-than-stellar returns is in part frustration at the inability of the current system to cater to their specific needs. If capitalism is a democracy of dollars, then think of the Firefly fanbase as the vocal minority who voted for the runner-up. Is there a way to meet their needs through a more direct form of patronage? Can these people, who obviously want to see more adventures with the crew of Serenity, literally support an artist and his works? With Serenity, they’ll never find out. But perhaps, one day…