[tarheelswamprat]

Then we have a movie, that not only was barely advertized, it still made more than $25 Million. That's not too bad for a movie with a near zero advertizing budget, and a cast of unknowns.

Not only was Serenity barely advertised, what promos they did run were downright cryptic. The TV ads told the viewer almost nothing about the movie or gave any reason for seeing it. The whole late summer TV ad campaign was pretty much wasted money.

[KevinDavis]

I think that Universal really did not want to produce the movie.. Know why, the message was about Freedom, how evil big governments could be.

[Hodar]

I find it amazing to look at Amazon's Top selling DVD's (updated HOURLY). Check here for the top Sci-Fi movies; where we see Serenity at #1 and Firefly at #2. These are truly kicking box-office butt; as War of the Worlds is at 17, LOTR is at 8 and LOST is at 6.

Looking at All Categories these are sitting at #3 and #4. Not too shabby for being released nearly a month ago.