Veronica Mars debuted on the now defunct network UPN in 2004. Despite middling ratings, it had good critical praise and a dedicated following. Maybe if it had been in the days of high DVR viewership and Netflix it would have survived. In 2007, the CW cancelled it after three seasons.
Marshmallows, the nickname for Veronica Mars fans, did a series of intense things to revive the series. A plane was hired to fly over a city, marshmallows were sent in to CW studios, and an endless string of (strongly worded) letters were written to TV executives. It was still a no go. CW and Warner Brothers Studios were ready to move on and had no interest in reviving the series and producing a much anticipated movie.
Things changed when a Kickstarter campaign launched on March 13, 2013. It was the first time a network show attempted to return as a feature film via crowdfunding. Short story? It worked. Less than 24 hours into the run, the campaign had surpassed it’s $2 million goal. It went on to raise $5.7 million from over 91,000 backers by the end of the month long campaign.
The Veronica Mars film is shifting up things once again. It will become the first film to be released simultaneously in theaters and video on demand by a major Hollywood studio (Warner Brothers).
A long time ago we used to be friends…and we still are. (Theme song tweak).
Veronica Mars premieres at South by Southwest (SXSW) in Austin, Texas on Saturday, March 8th and will hit AMC theaters and VOD platforms (iTunes, Amazon Instant) on March 14th.