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Firefly Fans Fight Back Against Universal
Gossi writes "What happens when a film studio and a fanbase get into bed? Fans of Joss Whedon's Firefly, and the movie by Universal Studios — Serenity — are not amused. After being encouraged to viral market Serenity, the studio has started legal action against fans (demanding $9000 in retroactive licensing fees in one case and demanding fan promotion stop), and going after Cafepress. The fans response? Retroactively invoice Universal for their services."
If anyone doesn't think viral marketing works - then they should read this. The first I heard about Serenity was on a friend's blog. I think they'd got into a preview screening on the basis that they'd blog about it. I then watched the first eight minutes of it which was being shown to promote the film and enjoyed it. I then went to see the film and enjoyed it and thought it was worth it too.
There are very few films I go see at the cinema and because I don't have a TV most of the promotions for them pass me by - and a lot don't appeal.
Video Game cheats, hints a
Don't annoy someone who has more spare time than you do.
And this group has a lot of spare time and energy and has shown they'll fight for something they believe in.
But of course no one is required to have any social literacy to head a major corporation. Obviously.
Ok, having only briefly looked it over... I think what Universal is objecting to is this knucklehead selling merchandise for profit, utilizing their images. This isn't promoting the film, this is promoting his bank account. If I am reading it correctly, they're not telling him to stop promoting the film, they're telling him to stop promoting his products using their IP.
So, well, what's the problem?
So a guy decides to print up some Serenity t-shirts and sell them on cafe press, and is surprised when he gets sued by Universal. How braindead can you be? Viral marketing means putting a mention of Firefly/Serenity on your website with a link to Amazon.
That said, bring back Firefly. Best sci-fi series since ST:TNG in my opinion.
I don't think resources are an issue for the fan base. They've already shown a willingness to go to bat for a show/movie they liked, and did it all for free.
It can be pretty amazing what people can accomplish out of pure passion for the work, as opposed to the profit to be made from it. In this case, the fans are more than willing to make the effort. The question is, will it be for or against Universal releases of the future?
If it goes against, there could be some problems for future TV and movies from Universal, as this loyal block will remember and potentially boycott. Universal knows that the potential loss of revenue from a rabid base of fans in that much coveted "18-35 male without an understanding of credit card debt" demographic would be something advertisers would look at closely. It would certainly cost them more than the 9,000 they are looking for in liscensing fees.
Then again, the MPAA and RIAA are dumb enough to cut off the hands that feed them all the time. Why should this be any different?
For Universal, don't mess with the kind of people who have a lotttt more spare time than you do. The group is the kind of group that *will* get into a good television show (especially as good as Firefly was). These fans were and still are super-dedicated to the show and have and will have a lot of energy to spare for the show that is practically their religion.
However, that being said, Universal will disregard everything that they (and anyone else) do. It's going to take a hot poker to get Universal to do anything pro-consumer. Remember, all of the decisions are made by a group of women and men sitting at a table trying to figure out how to maximize profit. And that they are going to try to do, even if they are shortsighted about it.
This is the clue bat. This is your head. This is the clue bat hitting your head.
As others have already pointed out, it's not copacetic to sell merchandise like that. You think you can start selling Star Wars t-shirts and Lucasfilm will be OK with that? Not likely.
But that is entirely beside the point. The point is that Universal believes this is a valuable franchise, and acts to protect it. They are not trying to shut down the fan community. Simply, there are people at Universal who think a Serenity sequel is a possibility, and they want to maintain control over that so when they fund the next movie they're going to get a proper ROI. That is all.
It's basically good news that they want to defend this.
Our intelligent designer has never created an animal that we couldn't improve by strapping a bomb to it.
yes it is a troll.
1) When it comes to advertising, t-shirts are indeed... "like creating bumper stickers and gift cards"
2) Man on the street to another guy: "Excuse me, but do you know what time it is?"
Second guy: "It's three P.M."
First guy: "Thank you... and I really really like your watch... I want to sell it to that guy over there."
Second guy: "What? Excuse me, it is my watch, I paid for it."
First guy (gathers a mob around him): "We don't care. We want it , and we're going to make our own and sell it."
Second guy: "Ohhhhh....well, I'm glad that I could spark your creativity. Good luck. (shakes second guy's hand)