Ex-Kickstarter and Lucasfilm Execs Launch Popular Demand

Jon Leland, former chief strategy officer at Kickstarter, and Ivan Askwith, who once led Digital Media at Lucasfilm, have launched Popular Demand. The new studio and technology company partners with creators and fandoms to develop and distribute content aimed at niche audiences. Its first major release is "Fucktoys," a neo-camp dark comedy-drama directed by Annapurna Sriram, who also stars alongside Sadie Scott, Damian Young, Brandon Flynn and François Arnaud. A theatrical release date will be set in the near future.

Popular Demand will develop, finance, produce and distribute across film, television, publishing, gaming and live experiences. The model is unusual: the company treats fan communities as a primary input into what gets made and how it is financed.

What does this change for creators?

The founders say it changes who holds creative control. Fans finance projects early, which reduces dependence on traditional financing gatekeepers.

"We started working with Annapurna on 'Fucktoys' because we heard an existing fandom asking what they could do to get the film distributed," Askwith said. "Fans are constantly expressing what they care about, what they want more of and what they're willing to support. Popular Demand exists to take these communities seriously, understand what is driving that passion and work with both artists and fans to bring these projects to life."

Leland described the company's process in operational terms. "We work alongside creators, producers, IP holders and other partners who are actively developing new projects," he said. "We identify the right fandoms or communities for the project with them, bring in our team of fandom experts to research those audiences and then help shape the development of the project from those insights. For financing, we bring fans and brands into the project early on to finance as much of the project as possible. That provides the creative team behind it with the most creative control and financial potential possible."

Who is behind the company?

The founding partners also include Daniel Dominguez, head of creative development, and Jacob Robinson.

The advisory board spans entertainment, comics, music and academia:

• Kristen Bell
• actor and director Alex Winter
• Todd McFarlane, president and co-founder of Image Comics
• music producer Ryan Lewis
• Dr. Henry Jenkins
• executives from YouTube, Skybound, Artists First and CAA

Investors include TMV and additional private investors.

How 'Fucktoys' reaches theaters

"Fucktoys" is produced by Timothy Petryni. Petryni and Sriram executive produce under their production company, Trashtown Pictures, alongside Heather Buckley of Black Mansion, Lizzie Goodman and Jean Louis Droulers. Sarah Wielusz and Alex Hidago serve as co-executive producers for Atypical Day.

The film's path to distribution illustrates the company's premise: an organized fan base asked how it could help get the film released, and Popular Demand built a release around that demand rather than the reverse.

More projects and creative partnerships will be announced in the coming weeks, which should show whether the fandom-first financing model can scale beyond a single title.