I just learned via Facebook friends about the launch of a new Kickstarter fundraising effort to crowdfund a Veronica Mars movie. The fundraising effort is asking fans of the critically acclaimed show, which ran from 2004-2007, to donate $2 million to support film production, which would begin over the summer if the producers reach their goal. Watching the Kickstarter page this morning, I’m pretty optimistic that the project will happen. In just about twenty minutes, the total amount pledged has increased by something like $30,000, and the number of donors has also gone up considerably (by at least 800 or so). Given that this project launched only in the last day or so, I suspect that word-of-mouth (including commentaries in the tech and entertainment press) will only increase donors’ awareness exponentially, even if the show had a relatively small fan base when it first aired.
The fundraising pitch itself is pretty savvy, using some of the self-aware techniques that fans enjoyed during Veronica’s initial broadcast run, gently mocking the characters’ personalities and making references to the show’s storytelling style. The technique also helps to establish that many of the major actors (Kristen Bell, etc) are already signed on to do the movie, as well. The perks offer a range of collectibles, and for the biggest donors, opportunities to interact with cast members (including the opportunity to have Bell or one of the other actors record a voice mail greeting) or even to appear in the film and have a speaking part (sorry, that one’s already taken).
But in watching this project unfold, it raises a few questions for me about how to think about Kickstarter. First, I don’t think that high-profile projects like the Veronica Mars movie will necessarily prevent smaller projects from happening. If anything, these projects may bring further attention to the site, encourage people to view themselves as donors, and in turn to consider funding other projects. Still, I think we may need a new term to describe the massive crowdfunding practices to contrast them from smaller scale projects that ask for only a few thousand dollars.
In fact, since I typed my original paragraph on the show, probably another 200 or so donors have chipped in. This project could open up new ways of thinking about how fan cultures can serve as a new version of the “pre-sale” model that independent studios have used to finance low-budget films in the recent past.
Here’s the Veronica Mars Kickstarter pitch: