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'Veronica Mars' movie a case of pleasing many masters

'Veronica Mars' TV show creator Rob Thomas had to please the fans who crowdfunded the film version on Kickstarter, and Warner Bros., which wants a moneymaker film when it opens this weekend.

March 14, 2014|By Amy Kaufman
  • Veronica Mars star Kristen Bell and writer/director Rob Thomas.
Veronica Mars star Kristen Bell and writer/director Rob Thomas. (Ricardo DeAratanha / Los…)

After convincing some 91,000 fans to donate $5.7 million toward the making of a "Veronica Mars" movie, you'd think show creator Rob Thomas would take a breather. After all, no film on the crowdfunding website Kickstarter had ever raised that much, and now Thomas finally had the greenlight from Warner Bros. to turn his television show into a feature film.

But in fact, it was only when he finally had the serious chunk of change in hand that he really began to worry.

"Once we raised the money and it became a fan-funded movie, there was this added pressure to give 'Veronica Mars' fans what they wanted," said the writer-director. "So I wrote it with the fans in mind."

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Whether that fan base is enough to drive a hit movie is a key question this weekend as the long journey of "Veronica Mars" from TV to movies becomes a reality.

Since the conclusion of the show in 2007, Thomas has wanted to turn "Veronica Mars" into a movie. Starring Kristen Bell, the series followed a brassy high school student obsessed with solving mysteries in her small seaside town. Unlike "Buffy the Vampire Slayer," she didn't have any special powers, but her wit and self-confidence endeared her to a relatively small — but very devoted — group of fans.

"High school is the most self-conscious time of your life," Thomas said. "What a cute boy might say to you in between class can ruin your day. But Veronica didn't care about what other people thought of her, and that's something fans admired."

Naturally, Thomas didn't want to stray far from the show's roots. His plan made sense — especially because initially, it wasn't even clear that the film would ever be made available to moviegoers nationwide. Anyone who pledged $35 toward the project's Kickstarter campaign was promised a digital download of the movie on the day of its release — and when a new film is available via iTunes, cinema owners aren't typically keen on booking it in their theaters.

And yet on Friday, Warner Bros. will release "Veronica Mars" in 270 locations; depending on how well it performs, the studio will expand it to additional theaters in the coming weeks. But the movie will not only serve as a bellwether of new distribution platforms and financing models — it will also test how well contemporary stories made for television can transition to the big screen.

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The biggest success story in this genre has been "Sex and the City," the beloved HBO show that began in 1998 and was on-air for six years. Since its conclusion a decade ago, Warner Bros. has released two film sequels to the series which, together, grossed more than $700 million worldwide (critical reaction was less stellar, with the second film in particular getting panned). The same studio is currently in production on a movie version of "Entourage," another popular HBO show that ended its eight-season run in 2012.

But both of those programs had far bigger audiences than "Veronica Mars." In its final season, "Sex and the City" attracted an average of 10.3 million viewers; "Entourage" had 7.3 million. Though it was available in three times as many homes on the CW Network, "Veronica Mars" averaged just 2.7 million.

Given those ratings, Warner Bros. had serious doubts about turning the crime drama into a movie. At first, Thomas tried to conceive of the most commercial plot he could for the film — "a Natalee Holloway type-mystery where a girl goes missing during spring break," he said. The studio did a marketing survey with the pitch, and the results weren't good. In fact, even when Thomas proposed raising the film's budget via Kickstarter a few years later, he says he faced opposition from the studio.

"I think a big part of their hesitance was the perception game," he said. "A big sticking point was that they wanted to make sure that they weren't perceived as a giant corporation holding a title ransom until fans ponied up. And I understand — donating $200 to PBS for a $4 tote bag seems altruistic, but that doesn't exist with a movie studio."

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To avoid playing into that impression, the "Veronica Mars" team offered up what they viewed as heavyweight rewards — major donors were given tickets to the film's red carpet premiere, and some even had tiny roles in the movie. Thomas' main concern, however, was writing a script that felt consistent with the TV show.

For "Mars" newcomers, Thomas introduces the film with an explanatory flashback using clips from the series. But he kept Veronica's noir-style voice-over narration — a staple of the show — even though the device is used sparingly in film. Like the TV show, the film is set in Veronica's fictionalized hometown, Neptune, and uses all the same actors — even though most of them aren't Hollywood names.

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