Well, there is that first paragraph of the Empire article. But that's almost certainly sourced from the EW article which lots of news sources spread like wildfire.
'Hell Bound'
Firefly 4: Also, we can kill you with our brains
Discussion of the Mutant Enemy series, Firefly, the ensuing movie Serenity, and other projects in that universe. Like the other show threads, anything broadcast in the US is fine; spoilers are verboten and will be deleted if found.
What was I going to call it? 'Big Smash Bang With Boobies'? Which was, of course my second choice."Woulda done better at the box office.
there is that first paragraph of the Empire article
You do get my confusion, though?
That's the kind of over I like.
Wrod. I'm not picky. I'll take any kind of over that's not.
despite Universal's best marketing efforts
You mean TV commercials for a single week preceding the movie's release, and then nothing more? Yes, that was dandy marketing.
I saw a fair amount of marketing.
As did I. The marketing was there. I don't know that it was necessarily aimed correctly, but it was out there. I saw commericals, trailers and posters on par with any other major release.
I think the Browncoats mini-doc in theatres didn't do any favours, but the trailer did run before Batman Begins, and maybe Fantastic Four when I saw them. Not inconsiderable.
They showed the trailer at Hitchhiker's Guide to the Galaxy, too. I saw plenty of marketing, and a lot of it was in non-genre places. People just didn't go.
But a short 30-second TV spot after opening weekend could have helped so much. "The Number One New Movie In America! Loved by critics and audiences!" or something along those lines.