Cloud Watchers

We asked them to look to the skies for guidance and they did.

On Tuesday, May 9, 2006, the day of the Veronica Mars season two finale, fans hired a plane to fly between the UPN offices in Los Angeles and the future site of the CW headquarters in Burbank, pulling a banner with a simple message: "RENEW VERONICA MARS! CW 2006!"

And they weren't the only ones looking!

This is what The Associated Press had to say about us:

Ostroff was the target of a heavy lobbying campaign by fans who wanted to see their series survive, including some who rented an airplane to fly a sign over CW headquarters urging that VERONICA MARS be kept on the air. Those fans succeeded; the show will air Tuesday nights following "Gilmore Girls." This story ran in many papers nationwide, including The Washington Post.

Click here to read more press coverage of the 'Look to the Skies' campaign.

And in case anyone is doing their fact checking, here is what 'Look to the Skies' is all about. In the words of our co-founder, Anna Smith:

"When I learned the fate of Veronica Mars was once again up in the air, I decided to take a page out of Veronica's book and take action. Rather than passively wait for others to decide whether or not I would get another year of mind-blowing mysteries, I proposed something fun and splashy and out-there, a last ditch, grassroots effort to save something I love dearly. It's clearly absurd, but that's why it has the potential to be effective. Some fandoms sign online petitions, Veronica Mars fans send airborne messages!"

Less than half of the $5000 raised in those first few days was used to hire the plane. What else did we spend donations on?

On MONDAY, MAY 8, care packages containing Veronica Mars-inspired gifts, information about the plane's flight plan, and binoculars - to aid decision makers when they looked to the skies - were delivered to future CW executives, those in charge at the new network's parent companies, and influential people in the entertainment media. We explained to them that on May 9th "CW" would stand for something entirely different: Cloud Watchers.

DVDs of the show's first season were purchased with community funds and donated to libraries in major television markets across the country. As an alternative to monetary donations, the Cloud Watchers encouraged fans who wanted to contribute to the effort to purchase Veronica Mars DVDs for their hometown libraries. We reached the Top 10 Neilsen markets by the time they plane flew over Burbank and by September 5, 2006, 500 sets of S1 DVDs had been donated and shelved in libraries in all 50 states and all in of the Top 100 Neilsen markets! By May 1, 2007, an additional 100 sets--this time of S2--had been donated to libraries in the Top 10 Nielsen markets.

Even though it didn't increase ratings for the series as we hoped it would, Cloud Watchers is very proud of the DVD Campaign for Libraries. The CW canceled Veronica Mars on May 17, 2007, but new viewers are discovering the series every day in their local libraries.

Plane photo used in main header: ┬ęThe WB/Mitch Haddad.