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Writer/director Joss Whedon

Sidney Baldwin

Looks like Joss Whedon has some superpowers of his own. While the writer-director behind Buffy the Vampire Slayer, Firefly, Angel and the upcoming Avengers movie can't leap tall buildings in a single bound or blast laser beams out of his eyes, he can shoot an entire movie in secret.

But will he be able to get fanboys fired up about the Bard?

On Sunday, Canada's Nathan Fillion, the current star of Castle and former Firefly star, sent the Twitterverse in to overdrive when he tweeted a link to muchadothemovie.com. The site leads to a poster for the movie that reads, "Bellwether Pictures is proud to announce the completion of principal photography." It also includes a list of cast members, many of them from other Whedon projects, including Fillion, Alexis Denisof and Amy Acker.

Story continues below advertisement

On Monday, Bellwether Pictures, a new "micro studio" created by Whedon and Kai Cole, put out a press release with more details about Whedon's Much Ado About Nothing, a modern retelling of the play, which was shot in black and white over 12 days in Santa Monica, Calif.

"The text is to me a deconstruction of the idea of love, which is ironic, since the entire production is a love letter – to the text, to the cast, even to the house it's shot in," Whedon said in the release.

The movie is the first from Bellwether Pictures, which was created "for the production of small, independent narratives for all media, embracing a DIY ethos and newer technologies for, in this particular case, a somewhat older story."

If anyone can get sci-fi aficionados interested in Shakespeare, it's Whedon, a man who has been called "the fanboy God" and "fanboy King."

But it's not just fanboys who bow down to Whedon. He's also a walking object lesson for marketers and anyone else looking to build buzz through social media.

After Whedon's success in creating excitement for his online project Dr. Horrible's Sing-Along Blog, another secretive project that proved so popular that it crashed websites when snippets were first released. The website Chief Marketer told marketers launching a campaign through social media they should keep this mantra in mind: "What Would Joss Whedon Do?"

Where and when will you be able to see Whedon's Much Ado? "The film should be completed by early spring and headed for the festival circuit, because it is fancy," said the press release.

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