Release
Hoping to generate buzz through early word of mouth, Universal launched an unprecedented 3-stage campaign to sneak preview the then unfinished movie in 35 US cities where the 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 10 more cities and was also the source of controversy when theaters began selling tickets before the official announcement was made, leading some shows to be immediately sold out. The third round, with an additional 15 cities, was held on June 23, 2005. The screenings proved successful, with all three stages selling out in less than 24 hours; the screening in Washington, D.C. sold out in a mere 22 minutes and the screening in Phoenix in only eight minutes.
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, 2005. Public preview screenings were held in Adelaide and Sydney on August 1, 2005, and Perth on August 4, 2005. Further screenings were held in Victoria, Tasmania, and Queensland in late August. There had been a screening of the unfinished film in February 2005 at the British Film Institute in London. This version of the film had a temporary score, including movements from Braveheart, as well as some unrendered effects and scenes which were later deleted. The audience comprised industry professionals and fans.
A showing of the finished film billed as the "Gala Premiere" was held at the Edinburgh International Film Festival on August 22, 2005, followed by an interview with Whedon the next day, and preview screenings across the United Kingdom and Ireland on August 24, 2005, 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, 2005 and September 13, 2005.
The trailer also generated considerable buzz on the internet. It was uploaded on April 26, 2005 and by April 28, 2005, it topped the Yahoo Buzz Index. On October 5, 2005, Universal made the first nine minutes of Serenity available online. A browser plug-in allowed the viewer to see the opening of the film in full-screen broadcast quality (bandwidth permitting). The clip was removed a few weeks later.
Serenity was also the first film to be screened digitally, fully DCI-compliant.
Read more about this topic: Serenity (film)
Famous quotes containing the word release:
“The near touch of death may be a release into life; if only it will break the egoistic will, and release that other flow.”
—D.H. (David Herbert)
“If I were to be taken hostage, I would not plead for release nor would I want my government to be blackmailed. I think certain government officials, industrialists and celebrated persons should make it clear they are prepared to be sacrificed if taken hostage. If that were done, what gain would there be for terrorists in taking hostages?”
—Margaret Mead (1901–1978)
“Come, thou long-expected Jesus,
born to set thy people free;
from our fears and sins release us,
let us find our rest in thee.”
—Charles Wesley (1707–1788)