If you can, go to http://the11thhour.home.att.net/ -- Serenity viral marketing; posters to download, print and post -- and print off some posters and post them all over the place (legally, of course) and try to get more viewers for Firefly. I suggest your offices, friendly coffee shops, stacks of small versions of the posters on the counters in friendly comic book stores, etc., etc., etc. Use your imagination. Yes, I know this is a bit late.
Only vaguely related:
There's a parody of Firefly called Mosquito (see http://www.mosquitoverse.com/) which will apparently be shown at Dragon*Con in early September, and they have a teaser trailer on-line, downloadable from the aforementioned web site.