So here's an interesting marketing strategy. Universal, the film company behind Serenity, have made available the opening sequence of the film, which you can stream and watch for free. Not a bad idea I'm thinking. While the opening sequence is far from the best moment in the film (er, when is it ever?) it does have its moments and mayhaps provide enough enticement for people to go "ooh, I have to know what happens next!" Or, people might watch it and go "well that one's not for me" which is okay too - but how nice of Universal to give people that opportunity for free.
And yes, granted, it's all one big marketing ploy - however, it strikes me as one of the few that is actually good for (potential) consumers!
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