![]() It wasn't about the aliens (there weren't any) it was about the people. It wasn't about the space ships it was about the life lived in and around them. To some of us, the outcome was never really in question how could something this good survive on networks (and with advertisers) that believe the lowest-common-denominator is their ideal target? Knowing the likely outcome, the failure of Firefly hurts all the more because of just how good it actually was in such a short amount of time. On a channel that tells its viewers "Hey, who needs drama?" is there any chance that the marketing people even know HOW to promote something other than sitcoms and exploitative reality shows? Fox is basically telling its own audience that it doesn't like its own programming, so why should people watch it? As we face the homogenization of television content, Firefly was a brilliant spark of newness and excitement for those of us (the few) in the television audience that desire thought-provoking story-telling and entertainment that actually requires a viewer's mind to be active instead of blank. Promotion of Firefly was half-hearted at best. ![]() Then Fox didn't even bother to SHOW the pilot until the very last airdate of Firefly, prior to cancellation ("tonight's special: two hour celebration of the cancellation of Firefly!"). Joss Whedon made some changes to address their concerns. Fox didn't think that the Firefly pilot was "exciting" enough. After all, television in the USA is not about art or entertainment it is about making as much money from sponsors as possible. In comparison, Firefly, with film quality special effects, a full cast, directors, writers, editors and so forth likely looked to be a much smaller payout. At the time, Fox was (and still is) pushing almost costless, content-free exploitative "reality television" (such as Joe Millionaire) and formula-reuse "genre simulation" eye candy (such as "John Doe"). Why? Fox executives considered the ratings to be "abysmal." Were they? This may be subjective. Today, where is Firefly? Canceled after airing about 11 episodes, out of order, of the mere 13 episodes contracted. The resulting product? An excellent piece of original artful entertainment that was a breath of fresh air in the stagnating science fiction scene on television (or anywhere else). Series creator Joss Whedon took a somewhat familiar concept (science fiction as the new "wild west frontier") and freshened it up with a lively, chemistry-rich cast of characters, a richly detailed, plausible and interesting social setting, a dash of excitement, classic science fiction "find the better part of humanity" ideals, a goal to avoid or make light of most of the tired and worn-out genre cliches and a fantastic production team.
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