$1 million in 4 hours and 24 minutes. That is what the Kickstarter campaign to get a “Veronica Mars” movie made generated. It shattered every record Kickstarter had until that point. By the end of the day, series creator Rob Thomas and star Kristen Bell would reach the $2 million mark they had initially set thanks to the passionate group of fans who had been longing for a feature adaptation since the show’s run ended in 2007.
Only a few weeks later, in another record setting example of Kickstarter’s possibilities, another film would find life through the crowdfunding website, Zach Braff’s second directorial outing “Wish I Was Here.” The impenetrable gates of Hollywood’s studio system had been breached. Fans, not executives, were helping to give the green light to projects they wanted to see. Was this the future of independent cinema?
A year ago, that was the hot question in Hollywood. How much could Kickstarter really change Hollywood? Now, we are only a few weeks away from the release of Braff’s “Wish I Was Here” and a couple months removed from the “Veronica Mars’” run in theaters. But the talk of Kickstarter as a game changer for the film industry has nearly evaporated. The success of Braff’s film will be Kickstarter’s last chance to prove itself as a viable resource.
What made the idea of Kickstarter as a new source of financing for Hollywood films such an attractive prospect wasn’t that it circumvented the studio system but, rather, the fact that these films seemed like they were going to have a built-in audience.
Still of Kristen Bell and Jason Dohring in Veronica Mars (2014) Robert Voets – © 2014 Warner Bros. Entertainment
Thousands of fans contributed to the “Veronica Mars” campaign in the hope of reviving the cult classic show. Similarly, there were many who were excited to see Braff attempt his second directorial outing after “Garden State” in 2004. With so many eager to see these films made, it was likely they, in addition to the general film loving community, would be just as eager to spend the $11 or more to see the film in theaters.
It wasn’t just the fact that these movies were getting made, either. To help grow support for the film and increase its gross, the campaign offered donators incentives. “Veronica Mars,” for example, offered free digital copies of the movie for people, as well as tickets to the premiere and after party, and named characters and even one line in the movie. Those paid off. 100 people paid at least $1,000, 20 paid $2,500 and 3 paid $6,500.
The love affair with Kickstarter wasn’t very long though. While the “Veronica Mars” campaign was met with intense support, Braff’s attempt to raise the money had its fair share of naysayers. Many criticized the star for soliciting the money of average people when he could front the bill for the film himself. The novelty was also quick to wear off. Spike Lee used Kickstarter to fund a new project as well, but unlike “Mars,” it was a close call for Lee’s project to make its intended goal of $1.25 million in the allotted time.
The real blow came when “Veronica Mars” finally hit theaters. The film was budgeted at $6 million after Warner Bros. agreed to make up the difference from what they earned on Kickstarter. The film was released theatrically in 291 theaters and on video on demand. It grossed nearly $2 million its first weekend but then sputtered out for only $3.48 million worldwide. VOD does not release its numbers so it’s impossible to tell how much the film grossed digitally, but it seems safe to presume that it was not a box-office hit.
Despite solid reviews, “Mars” failed to reach far beyond its own fan-base. Part of that is likely due to its limited release, never showing in more than 350 theaters at once. But the other part may be that few people were interested in the film outside of the same people who initially donated. If the films can’t spread beyond the initial fan base of those who donated, they will never be able to become legitimate players in the Hollywood system.
Still of Kate Hudson and Zach Braff in Wish I Was Here (2014) © 2014 – Focus Features
So, with “Wish I Was Here” on the cusp of its release, Kickstarter finds itself in a questionable position in terms of its relationship with Hollywood. The digital revolution has made it easier and cheaper for filmmakers to make their passion projects, and Kickstarter allows for them to cut through some of the red tape of meddling. But nothing has come close to supplanting the studio system for reach and influence as of yet.
Should Braff’s film prove to be a box-office hit, the crowdfunding site will add a proven winner to its track record. If it fails to make a splash against other summer movies, though, it will likely be the site’s final attempted foray into the wall that surrounds Hollywood.
“Wish I Was Here” will be released on July 18.
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