Back in October of 2014 YouTube content creators FND Films took to Indiegogo to crowdfund their first feature film, It’s All Good.
After beating their goal and raising $77 900 (just over R1 million) they fell silent until September of this year, when they released a short video in which they declared the movie dead with no explanation other than “complications and things beyond our control”.
Contributors to the film, fans and just about everyone else was understandably angry. Did they blow the money on themselves? Was it an honest failure? Was there even a movie to begin with?
Yesterday FND released a new trailer for the movie. What they had expertly done was based the plot of the film on the fact that they had run away with the money they had made from crowdfunding. They have taken the real-life perception people had about them and turned it into a film. It’s just so perfectly devious.
Looking past the massive balls it must have taken to do this, keep in mind that this was a con that had to be kept secret for two years.
One of the members of FND Films, Aaron Fronk, spoke to Esquire about the ruse and how difficult it was to keep together.
Our favourite must be this question which encapsulates the problems with crowdfunding:
Some of these online comments from contributors…that’s rage. How bad did it get? The ugliest email I got was someone who wrote the word MURDER, like a hundred times over, in the email. So—not that bad. I don’t fear my safety. We’ve had a lot of people let us know they’re contacting their lawyers to get their money back, but that’s the crazy thing about crowdfunding—there’s no repercussions in place. People can’t do anything, aside from like, stalk us down and kill us.
We now fully expect many clones of this little trick by bigger studios. But, like the original Blair Witch Project before it, this kind of guerrilla marketing only works once.