Firefly/Serenity have a certain fanbase which is very active in the blog community. The Serenity movie provides a logical conclusion to one of the major situations of the Firefly show. (which is being reaired on the Science Channel currently) Whedon in general is a thing io9 bloggers really dig. Plus io9 has a lean towards harder sci-fi which partly explains why a fantasy leaning movie can be on equal voting with a show which pays tribute to many of the Star Wars movies attributes. The debate that Malcolm Reynolds is more or less Han Solo and Firefly = a Han Solo tv show also shows that when they vote for Serenity they are voting for much of what appeals about the OT, but because of the Lucas factor, the vote pushes over to Whedon's show.