Variety: Jon Leland and Ivan Askwith Launch Fan-Driven Studio Popular Demand

Two founders and a fandom thesis

Jon Leland, formerly chief strategy officer at Kickstarter, and Ivan Askwith, who led digital media at Lucasfilm, have launched Popular Demand, Variety reported. The company plans to develop, finance, produce and distribute film, TV, publishing, gaming and live projects for niche audiences.

Its first major release is a dark comedy drama directed by and starring Annapurna Sriram. A theatrical date has not been set.

The business model on paper

Leland told Variety the studio researches the fandom for a project, then brings fans and brands in early to fund as much of it as possible, so creators keep more control and upside. Kristen Bell, Todd McFarlane and Alex Winter sit on its advisory board, and TMV is listed among its investors.

What is still unproven

The launch confirms a team, a pitch and a first title. Box office, funding totals and the other promised projects have not been disclosed, and Variety said more partnerships will be announced in the coming weeks.