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Crowdfunding sites kickstart a dilemma for small projects
By Angelica Rodriguez
On May 8, 2013
When Veronica Mars creator Rob Thomas took to the crowdfunding website, Kickstarter in
March to raise money for a potential movie, fans rejoiced, opening their wallets for the chance to
see their beloved, short-lived show on the big screen.
The project raised $2 million in about nine hours, and to date over $5 million has been pledged
by more than 90,000 people, making it the Kickstarter with the highest overall number of
backers.
Buffalo State television and film arts director Jeff Hirschberg watched this phenomenon occur,
and he knew immediately that this was going to change the landscape of fundraising for creative
projects.
"I thought to myself that this is a bad trend, a bad scenario that (Kickstarter) was getting into,"
he said.
Kickstarter launched in 2009 with the intent of funding various creative projects, from
independent movies to music albums, art showings and poetry readings. Creators have 30-
45 days to reach a set monetary goal, which is achieved through donors, or "backers." These
backers receive certain rewards for their pledges, as determined by the project creator. The
emphasis, up until a couple of months ago, was on smaller, independent endeavors.
Buffalo State students have used this to their advantage. Associate professor Lou Rera and
other TFA students raised over $5,000 for their short film, Big Driver, based on the Stephen
King short story of the same name. Rera had obtained the story through King's Dollar Baby
program, created to allow students to buy short stories not yet adapted for the screen.
"We are not allowed to make any money with this," Rera said. "Our purpose here is learning
experience, marketing for film festivals, and their own personal resumes."
The same surely isn't true for all small projects on Kickstarter, but it definitely can't be said of
the major studios that have utilized the site. Rera believes this poses a problem for smaller
projects.
"I see it as a disadvantage, because the idea behind Kickstarter was for funding arts projects
that you could get out to the community that ordinarily you might not be able to do," Rera said.
After Veronica Mars took off, other celebrities began to take notice. Zach Braff and Whoopi
Goldberg have each posted projects on Kickstarter, Braff for a follow-up to his indie hit Garden
State, Goldberg for her documentary I Got Somethin' to Tell You, about comedian Moms
Mabley.
"It's very brazen," Hirschberg said of their projects. "They have no problems asking the public,
which has far less means and little to no access to the industry, for money that they arguably
have themselves."
The problem with this, he explained, is that if Kickstarter operates on the premise that there is a
finite number of people in the world who fund projects through the site, the celebrities and major
studios who ask the public for money may end up leaving less money for the people trying to
get a smaller project off of the ground.
"It's sort of going back to the old days when there are only a few major corporations making
media, and everyone else doesn't have a voice," said Meg Knowles, associate professor of
media production. "Kickstarter was a way to give them that voice.
"If people are putting their money into big mainstream movies, it puts independent filmmakers
back into this niche."
Kickstarter also takes a percentage of whatever a project makes out of the total amount, and
if the project is unsuccessful in reaching its goal, the creator loses the entire sum. Indiegogo,
which can be considered Kickstarter's "competition" of sorts, guarantees whatever amount you
raise. In either case, bigger-budget films will obviously garner more attention and more money.
"(Kickstarter is) a bunch of young people in offices with a really great idea, running this
company," Rera said. "But now, like with anyone, when you're running a business and your
bottom line (grows) because you're so famous now, when you start doing the math, it ends up
being a lot of money (you can gain through major studios and projects)."
He added that the website is best for unique situations, as small projects often reach only a
limited number of people, namely creators' families and friends.
"It's sort of like public broadcasting," he said. "How many times can you go back to the same
people for more funds?"
With all of that said, all three professors believe crowdfunding sites can be a great way for
students to raise money for creative endeavors, with some drawbacks, and that this is just the
beginning of a troubling shift.
"My guess is that this trend will continue," Hirschberg said. "The idea of 'free money' is just too
tempting."
Angelica Rodriguez can be reached by email at rodriguez.record@live.com.
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