Cross took the film to Sundance but was unimpressed with offers from distributors, so he decided to take it into his own hands: The Hits team will be distributing the film themselves both in theaters and on BitTorrent, where viewers will be able to download the film for however much money they please.
The $100,000 they’re asking for will go toward “theater rental fees” and “marketing and publicity efforts,” according to the Kickstarter. Rewards for donating include a mix CD made by Cross himself ($200) and Cross’ beard ($500).
Hits, Cross’ directorial debut, is a comedy about fame in a time when anyone can become a celebrity. The film stars Meredith Hagner, Matt Walsh, Michael Cera, and Amy Sedaris.
On the Kickstarter page, Cross says a February release is planned. Potential donors have until Feb. 4 to contribute to the cause.