I am actually someone who has been turned off from seeing Serenity due to the extreme fans. I had no problem at all with people squeeing about it on my flist - like you said, I could just scroll on by, and everyone's entitled to squee - but the campaigns to drive up ticket sales, the insinuation that I was somehow less of a person for not being interested in it, the spam attacks...those were over the top and annoying. The spam I saw wasn't even posted in the interest of having a real discussion, it was link spam, and probably a scam to get the poster some reward. It's hard to ignore promotion when it's all around you and the only way to get away from it would be to go off LJ entirely. The f_w entries turned into a non-fan support group, in a way (in the parts that got off topic from the actual wank).

Anyway, long story short: I had thought I would go see the movie anyway, because I like sci-fi in general, but after all of this, I won't be.