Veronica Mars: Can a crowdfunded film ever be good?

Once your audience are also your investors, can you ever do anything innovative or surprising?

The trailer for the Veronica Mars film has been released, and it’s alarming.

The trailer is mostly exposition, with the occasional snappy one-liner thrown in, and is exactly what you would expect – this looks just like the hit TV series, but in movie-trailer form. And that’s what worries me.

Nine months ago, the Veronica Mars movie caused an internet sensation when its Kickstarter broke all kinds of records and raised $5.7m, almost three times its initial target. “Marshmallows” – the name by which Veronica Mars fans refer to themselves – rallied in their thousands, with the final number of backers exceeding 90,000. Its fans gave a cancelled TV show a second lease of life on the big screen, and the cast and writers another chance at doing something great with well-loved characters. What could be better, or more heartwarming?

But crowdfunding is a two-way street, and a rush of goodwill can just as quickly transform into torrents of abuse, as Kickstarter-veteran Amanda Palmer famously discovered. Your fans give you money directly, but you are also directly beholden to them, locked into an artist-audience relationship unlike anything that has existed before.

This is why the Veronica Mars trailer worries me. Admittedly the trailer is only a brief glimpse, but it looks an awful lot like series creator Rob Thomas has made precisely the film that his fans/investors would want – a longer version of a Veronica Mars episode with as many of the original cast as he could assemble and plenty of wink-wink references to previous in jokes. When the people who have paid for the film are also your audience, you lose the latitude to innovate and surprise. Two roles that used to be distinct – investor and consumer – are now one, and as such the way the filmmakers can work is altered and limited, if they are to avoid a fan backlash and get funded a second time.

As Archie Bland has suggested in reference to Sherlock and Doctor Who, the “tyranny of the super fan” is materially altering the way popular series are made:

It didn’t used to be this way. But as franchises proliferate, the creators have discovered their devoted fans are so expert – and so bankable – that the concerns of the casual viewer can be dispensed with altogether. Indeed, there is a variety of fandom that spits on this complaint, and on any sort of criticism at all. The mark of a devotee is uncritical studiousness, and a moralistic pleasure in the idea that the joy to be derived from a story is in direct correlation to the work you are willing to put in.

There are other potential problems too. As Bim Adewunmi noted for the NS last year, ideas which don’t have a large fandom and thus a ready-made audience are likely to struggle in this new system:

Will this method work for unknown, unbeloved new ideas struggling to stand out in the Hollywood landscape? Put it this way - would you lay down £25 if you read the synopsis for recent Hollywood megahit Argo on a Kickstarter page? I loved Argo, but I can't honestly say that I would have.

Does it matter, though, if television and films become more and more insular, as long as their particular audiences are enjoying them? On the evidence so far, it does: it's hard to see how catering only to preferences of devoted fans is going to result in a better story.

 

Caroline Crampton is assistant editor of the New Statesman.

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Politicians and fashion? Why their approach can be telling

My week, from spying on the spies to Theresa May’s fashion charm offensive – and how Sadiq stole hearts.

About nine months ago I was asked if I wanted to spend a morning with Zac Goldsmith, as he appeared to be wakening from the slumber that had obviously taken hold of him when he decided to run for mayor of London. However, after about three minutes in his company (maybe less, actually) I realised that not even his campaign team – let alone voters in the Borough of Southwark – thought he had a hope in hell of winning.

There was only ever going to be one winner, and the enthusiasm with which Sadiq Khan has been greeted by London has been heartwarming. He won the politician award at GQ’s Men of the Year Awards a few weeks ago, and I’d never heard such a roar as he leapt up on stage to collect it. Well, I’ve heard such roars for the likes of Michael Caine, Elton John and Amy Schumer, but rarely for a politician. In fact, the last time there was such fulsome applause for a politician at the GQ awards was when we gave one to a pre-Sextator David Blunkett. Perhaps I shouldn’t be surprised: the last time Noel Gallagher graced us with his presence, he asked: “Is this what a Conservative party conference looks like?”

 

On the dole

The recent past is being hauled over so repeatedly that soon there are going to be ­retrospectives of events that happened only last week. Or next week. On paper, the new exhibition at the V&A in London, entitled “You Say You Want a Revolution? Records and Rebels 1966-1970”, seemed slightly behind the curve, but the reality is very different – as it’s probably the best exhibition you’ll see in London this year.

This is all down to the curation, which was handled by Geoffrey Marsh and Victoria Broackes, the wizards behind “David Bowie Is”, the most successful show in the V&A’s history. It’s a terrific exhibition, although being reminded of the cultural and political insurrection of the Sixties also reminds you of the period’s seemingly innate optimism as a new London was mushrooming into life. Winston Churchill was dead, abortion was about to be made legal and the rise in happiness seemed exponential. Britain was experiencing almost full employment (though the government wobbled slightly in the spring of 1966 when it was announced that the jobless total had gone up to half a million). It never occurred to anyone that there might not be a job
waiting for them when they left school or their red-brick university.

 

Priced out

There certainly won’t be a house waiting for them, not if they intend to live in London. The marketing bods behind the new development at Battersea Power Station came in to make a presentation at Vogue House a few weeks ago, showing us lots of slides and videos about their fabulous ­development. There’s a Frank Gehry this and a Frank Gehry that, a swimming pool, a private members’ club and lots of artisanal independent retailers selling organic rhubarb and fancy beer, blah blah blah.

Their roll-call of “good things” included the ominous words “affordable housing”, but this appears to be anything but. After the presentation, I promptly stuck my hand up and asked them what they actually meant by affordable housing. The answer I got wasn’t satisfactory, so I asked again: “What does your entry-level accommodation cost?” And the very charming man with the lapel-mike coughed apologetically and almost whispered, “£350,000.” At which point I made my excuses and left.

The idea that my daughters can one day get on the property ladder in London is pure fantasy, and they certainly won’t be living in Battersea, or indeed anywhere near it.

 

Back in fashion

Last Thursday, Theresa May hosted her first reception at Downing Street for the British fashion industry, an event that usually takes place twice a year, and which is attended by fashion designers, industry figures, newspaper and magazine editors and the like. ­Samantha Cameron was always a significant supporter of the sector (which contributes more to the country’s GDP than the car industry), as was Sarah Brown before her, and it is instructive that May has decided to follow in their footsteps.

It’s also telling that Mrs Cameron was not only invited to the event at No 10 but turned up, which says a lot about both women. Theresa May is a fundamentally shy person, yet she not only made a pitch-perfect speech in front of a Brexit-sensitive (and quite possibly suspicious) crowd, but chose to embrace the opportunity to espouse the growing importance of an industry that was so closely associated with the wife of her predecessor. There is such a lot of noise at the moment surrounding the PM’s apparent lack of interest in remaining on good terms with David Cameron, so one wonders what, if anything, is going on here. Taken at face value, May’s move at the reception was extremely classy.

 

The spying game

The following day I found myself in Cheltenham for a five-hour briefing on counterterrorism, cyber-defence, drug smuggling and child kidnapping at GCHQ.

I had expected the place to be like the Foreign Office, but it’s actually more like Google, Apple or Nike, and feels as though it could easily be a campus on America’s “Left Coast”.

There is an incredible sense of purpose at GCHQ, a feeling that they are all working for the common good, and frankly I found it infectious. While the denizens of Silicon Valley might be very adept at pushing the frontiers of consumerism, designing training shoes, telephones and algorithms, it felt far more appropriate to be spending time with men and women obsessed with making the world safer.

Dylan Jones is the editor-in-chief of GQ and a trustee of the Hay Festival

This article first appeared in the 22 September 2016 issue of the New Statesman, The New Times