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Do we have actual numbers on how much Firefly cost? I wouldn't think it was that expensive. Most of the effects were pretty cheap. None of the actors were really famous. The sets were pretty much the ship and some sort of terrain. It's not like they were filming in NYC or San Francisco.
The key was that it wasn't making money. However, it was also marketed terribly and bungled by Fox, like you said. I am just saying that there were those fans who thought it might return because if Fox gave it a stable and reasonable time slot, and promoted it, that all the people that bought the dvd set would tune in.
As far as the movie is concerned, it's possible that they took it as appealing to a niche audience, but you would think they would want to attract more people. The real problem was that it did kind of require that you see Firefly in order to understand things. That said, Universal spent all that money making it, you would think they would want some theatrical return from it.
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