Maybe Braff and other independent filmmakers should be selling shares in their movies, not tickets to the after party. If they did that, those 35,000 investors would almost certainly act as guerilla marketers too. They’d have a real, tangible incentive to get the word out. In the end, the public would almost certainly get to see a lot more different types of movies… and a few of them might actually be pretty good.
As a backer of Braff’s Wish I Was Here, reading this article makes me feel an ounce of regret. I backed the movie because it sounded cool and had a funny pledge video, but I didn’t stop to think why Braff was using Kickstarter other than his proclaimed reason of editorial independence. But as stated in the article, Braff is not a villain, he’s a genius for trying something that works. I just wish there was a way for film makers to use the system laid out in the above quote.