Serenity, which opened here yesterday, continues it’s slightly unusual publicity drive. The Whedon fans have always being in a buzz about it but the hype was increased in May when special screenings of the unfinished movie were provided acorss the US and in a few other countries. Leading up to the launch, there were screenings for bloggers – but they were only allowed in on the commitment that they blogged the event. Over the last week the posters for it have been plastered everywhere around the Tube.
Universal have also taken the step of putting the first 10 minutes or so of the movie online, not just a trailer. They are using Vividas, which is a very nice piece of streaming technology allowing great quality full screen videos to be delivered You get to see the screen villain, played by Chiwetel Ejiofor, who, in the Holloywood cliche, has the cut-glass English accent. After all that – I think I better go see the film.