What do you do after filming The Avengers? Shakespeare!
While the fun of the secrecy must have been irresistible to Whedon, on whom the movie press was keeping a watchful eye thanks to the Marvel blockbuster, part of the clandestine approach was due to the fact that nobody was quite sure what they were making. Was it a passion project, or a marketable film? A three-week party between friends, or something for a wider audience? All of the above, as it turns out.