'Dr. Horrible 2' and a Joss Whedon Digital Studio?

‘Dr. Horrible 2′ and a Joss Whedon Digital Studio?

by Marc Hustvedt on September 22nd, 2009

Joss Whedon Streamy Awards 2009 The Dr. Horrible’s Sing-Along Blog sequel rumors have been flying since days after the web musical premiered online last summer. Still, despite strong desire from fans and the cast themselves, there wasn’t any movement on the ‘Dr. H 2‘ mostly due to creator Joss Whedon’s primary commitment to his FOX series Dollhouse. But this week there’s new confirmation that the project is moving forward.

During a conference call to promote the new season of Dollhouse, Whedon somewhat officially confirmed that a sequel is going to happen:

The main question, he says, is whether he does it “on a shoe string again” or goes bigger budget and “invites other people into the process.” Either way, he promises that it won’t affect the storyline. (via TV Guide)

In terms of those “other people in the process,” we do hear that Whedon is shopping a digital studio proposal around Hollywood, including to the major studios, looking to raise investment in the $5 million range, according to sources. The unnamed Whedon studio will apparently look to produce four original web series a year, two of which will be directed by Whedon himself. One of those two will be the above mentioned Dr. Horrible sequel.

By Tubefilter Research estimates, the Streamy-winning show grossed just under $2.5 million, a number that was later reported by in a recent Forbes feature on Whedon. With a production budget just over $200,000, that’s not a bad return on investment (12x). But the question remains can he strike web gold again?

The revenue was largely driven through digital download sales at iTunes partly by accident as the initial release took down the free streaming version on the Dr. Horrible site itself. This, and the short initial window on Hulu caused thousands of fans to pay the $3.99 for the full season. Then there was the highly touted DVD release right in time for the holidays that featured the artfully crafted musical cast and crew commentary. The business model proposed for the new studio would follow that same paid-download and DVD model.

As for the title of Dr. Horrible’s new season, it’s anyone’s guess at this point. The NY Post unsuccessfully tried to sneak it out of Nathan Fillion during an interview about Castle, though Fillion did say he knew what it was.

Also to be determined is whether or not web star Felicia Day will return in some way after her character Penny was killed in the show’s surprising finale. This is Whedon we’re talking about here and who knows, it’s possible Penny could return, as one fan postulates, as Dr. Horrible’s evil clone/robot girlfriend.

Top photo from the 2009 Streamy Awards by The Bui Brothers.

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Comments

The One True b!X - September 22nd, 2009 6:29 pm

Huh. That’s entirely consistent with ideas Joss has mentioned in the past, but this is the first I can remembering hearing that he’s actively trying to move the idea forward.

Anthony DeLosa - September 22nd, 2009 6:40 pm

I don’t know how I feel about this. I’d like to see Joss take some people with him. Dr. H started out as a Strike.TV project, think about how the landscape might be different today if it had remained there. I think Joss is perfectly positioned to be to independent new media what Robert Redford was to independent film. I don’t know if as outlined above if that gets it done.

The One True b!X - September 22nd, 2009 7:51 pm

When was Dr. Horrible a Strike.TV project?

Media Messiah - September 22nd, 2009 10:00 pm

Whedon needs to make Dr. Horrible into a feature length 3D film. Call, it…”Super Hero: The Musical” and set the budget at about 20 million. The point is, is to make Dr. Horrible and Captain Hammer semi household names in the media, and among the mainstream audience. Once the film hits film screens, DVD and rental aftermarkets, Cable, Satellite, Pay-Per View, and Broadcast TV…worldwide–guess what (???), you turn these characters, and their story, into a franchise…one with legs–that you will be able to easily support on the web…directly, and indirectly, with sequels, spin-offs, and non related materials.

As it now stands, Dr. Horrible is a fave of Whedon fans–yes, but to most in the public, they know nothing of it, and those that do, find it to be a mild curiousity–hence, there is no room for expansion of the property here, unless Whedon…expands the scope of his audience with a film feature–and thus, the marketing. After that, as they said with “Field of Dreams”–”If you build it, they will come” My point is–you need something big…an event, to attract audiences…and to establish Dr. Horrible and its characters as a brand. I guess what I am saying is, Whedon needs to go for “branding” here–and the only way to do it, is begin with a high concept…yet, small budgeted feature film. If it is a hit, and if, only a mild one, Whedon will have grown his audience for Dr. Horrible significantly over his net audience–and those are the people who will buy his online content (mini digital movies) in the future–making the investment and the effort, more than worth it. He should try this out by doing a mini digital sequel/prequel short for “Cabin In The Woods”–and charge fans for online downloads–shortly after the theatrical film is released in theaters—this, to see if my theory is a correct one. If it is, and it tops the success of Dr. Horrible, then…that is the way to go. If not, nice try, at least.

Todd - September 23rd, 2009 9:51 am

Only $5 million? In US Dollars? I hope he has ad sales set up cause that $5 million will go quick in this environment. But this is a very good news. Having that ‘creative’ behind the company will contribute greatly to any positive results. And the crossovers will be better executed. Maybe next year, WWE will give Felicia Day the $11 million to wrestle.

This is refreshing. Thanks for covering, Marc.

Media Messiah - September 23rd, 2009 9:54 am

To: One True B

“Dr. Horrible” started as a project during the recent Writer’s Strike. Joss and company wanted to prove that things could be done at a small cost, without big studio involvement, so he came-up with Dr. Horrible as a fun off project to do–one where he didn’t have to answer to studio production notes. The production was shot in one week, and was entirely done during the strike…with its participants sharing in the profits. Whether this business model will continue, or not, one of profit sharing, I don’t know, but I doubt it?

I would suggest however, that Joss pull a David Bowie, and go public with his digital production company…in order to raise investment dollars (remember Bowie Dollars?). In that way, he’ll cut-out the middle man (the big studios)…and keep him…again, the middle man, out. There is a reason why David Bowie is the richest rockstar in the world!!! Think about it.

The One True b!X - September 23rd, 2009 10:04 am

Heh. I don’t actually need the history lesson. I know all of that. What I very specifically asked was when was it ever a Strike.TV project, because I’m fairly confident it wasn’t.

VDOVault - September 23rd, 2009 11:22 am

Dr. Horrible was not specifically a Strike.TV project although Strike.TV carried it for a brief period of time.

There’s always the branded entertainment route…Ileana Douglas is doing quite well with Easy To Assemble and that web series is sponsored by IKEA. Of course you need a company whose vision of itself fits with Whedon’s vision for Dr Horrible (for example maybe Apple?)

The One True b!X - September 23rd, 2009 3:00 pm

Huh. When was it on Strike.TV? Seems odd given it was online via a deal with Hulu from the start.

Marc Hustvedt - September 23rd, 2009 3:04 pm

To the best of my knowledge guys it was never carried on Strike.TV at all and certainly not released there. It was Hulu/iTunes all the way.

Trey Stokes - September 23rd, 2009 5:12 pm

What defines a “Strike.tv project” may be the source of confusion here.

Strike was founded as a venue for content creators (mostly WGA members) to showcase their self-produced work, share resources, etc. When Strike was launched, Whedon was one of many striking writers who participated.

For example, not long after the Strike.tv site went online, a help-wanted ad was posted in the members-only section, saying Joss Whedon was seeking crewpeople, FX artists, and a horse. :)

So Dr H. did have some connection with Strike early on, though Whedon ultimately released the project independently.

Anthony DeLosa - September 26th, 2009 12:05 pm

Thanks Trey-that’s exactly what I was referring to.