No hardcore fandom has ever died so quickly and so completely as Veronica Mars. This is the story of its murder.

They should study Veronica Mars in Hollywood. I’m serious.

It’s an incredible story of how to go from “loud, passionate fanbase with its own fandom name that campaigns and advocates constantly for it” to “absolutely zero fucking interest” damn near OVERNIGHT with just ONE epically terri-bad decision.

If you weren’t there, you don’t understand: From 2007 to 2014, the fandom — the “Marshmallows,” as they called themselves — were everywhere in the Internet’s geek spaces, my friends. They routinely beat the drum about the series’ three seasons and its excellence, lamented its cancellation, pushed others to give the show a try, and always - ALWAYS - proudly and loudly called for the series to be revived.

FULL DISCLOSURE/CONFESSION: I’ve not even watched that much Veronica Mars, frankly… ? Yeah, I’m sorry! it does seem pretty good from like the four-or-five hours I’ve experienced firsthand. I just never took the time to sit down with it. Regardless, I find fandoms and their dynamics — both how they operate internally and how they display to others externally — deeply fascinating. And I honestly find them easier to study from the outside than the inside. Like, if I’m IN a fandom, I’m more likely to stay in my corner and ignore places that seem negative. But being on the outside lets me just… absorb what’s out there, looking into every forum without judgment. It’s like studying pop-culture sociology or something? And it helps that I’m very close to some serious(-ly burnt) Marshmallows. It makes it so much easier to find and absorb the gamut of the fandom.

Besides: There is NO fandom story I’ve ever seen that’s anything like what happened to Veronica Mars and the Marshmallows.

(Time to insert a brief explainer for the uninitiated: Veronica Mars was a TV series that aired from 2004-2007 on the now-deceased UPN network wherein Kristen Bell played the titular character, a high school girl whose single dad was a private detective in the fictional community of Neptune, California. She grew up working “unofficially” as his assistant, which meant that she herself was effectively a teenage private detective.

The three core elements of the series were: 1) Veronica investigating each week’s big mystery with plenty of quips and snark, 2) Watching Veronica’s various relationships develop and shift, with most of the focus given to a) her relationship to her father and b) Her romantic pursuits (which began as the Veronica/Duncan/Logan triangle before eventually becoming focused on the slow-burn, off-on Veronica/Logan love story), and 3) The gradual development of that season’s “mytharc” — the overarching BIG MYSTERY that doesn’t get resolved or wrapped until the season finale. So it went over the course of two seasons that took place in high school and the third, shorter season that was at the start of Veronica’s collegiate career.)

Just how big and how passionate were the Marshmallows? WELL! When series creator Rob Thomas (not the Matchbox 20 guy) and star Kristen Bell announced the Kickstarter campaign for the Veronica Mars movie in March 2013, it achieved its heretofore-unprecedented goal of TWO MILLION GODDAMN DOLLARS within less than 12 hours. At that time, it was the biggest Kickstarter goal to ever succeed — and certainly the fastest to reach that kind of height. Fans fell OVER themselves to pay out for it. Hell, my own significant other was DEEP in the tank for VM at the time and invested enough to get multiple t-shirts as backer rewards as well as a disk copy of the movie when it eventually came home.

And AFTER the movie hit in 2014? It was thankfully beloved and embraced! The once-teenage characters were adults who were actually out living on their own and working for a living, but the fandom had grown up with them, so it wasn’t like they were begging for them to stay young students. They embraced Adult Veronica and her new adventure. The fandom rejoiced loudly and continued to be all over the geek side of the Internet… where they, of course, still wanted more. Sure, there were new novels in the aftermath (which were written by the creator of the series), but most of the Marshmallows were calling for more movies or a streaming revival.

And then, at long last… season four was actually announced. And there was much (premature) rejoicing yet again.

Yes, Veronica Mars returned for a fourth season on Hulu in 2019. It was just eight episodes, and it was heavily centered on one season-long mystery instead of sprinkling that amongst a bunch of smaller ones, but it would still feature the same ol’ Veronica. They promised a new, more “adult” mystery/investigation plus a strong focus on Veronica and Logan’s love story.

New Hulu purchased the rights to the first three seasons and hyped up its presence on the platform while marketing the return for the new run. The marketing team played up the most popular quips from the show’s history plus put out TONS of stuff centered on the Logan/Veronica ship to pump up the fans.

The season was dropped all at once using the classic Netflix “binge” model in July 2019. And then… afterwards?

There was a brief explosion of LOUD RAGE from the Marshmallows at what series creator Rob Thomas had to done to burn and spite the fandom and ruin his own goodwill.

SPOILERS FOR SEASON 4: See, at the end of the movie, Veronica and Logan finally entered into a long-term relationship. In season four, they’ve been dating for years, and Logan proposes marriage. But of course there has to be drama/obstacles: In this case, Veronica isn’t sure she’s ready to marry… or capable of being in a marriage. Ah, but of course she eventually realizes how much Logan means to her. The two are married, and, in the season finale… Logan is killed by a car bomb in the penultimate scene. The final scene is a flashfoward to a year later, where Veronica leaves Neptune alone.

For most fandoms, that’d be a memorable point of pain. A big ol’ speed bump that ultimately throws some people off the bus, leaving only the die-hards. But the fact that fans had been invested in this relationship for literally 15 years and that Hulu (and creator Rob Thomas) had heavily marketed the new season as being a big romantic event for the ship… it was too much. Unlike the aftermath of the Star Wars sequels, there was no lingering group of die-hard fans who were open to whatever was next — at least no significant one. I did some Googling and could only find TWO people who still wanted another season.

Funnily enough? Critics LOVED this. Vanity Fair infamously penned an editorial about how Veronica Mars had “finally grown up” with the finale. (The same editorial also featured the author openly hating on Veronica ever being in a relationship because it causes “arrested development” and declaring that the movie – which was acclaimed by both critics AND fans alike, I remind you – was a lame dud. So. The writer must be a reeeaaaal fun person.)

But a series doesn’t live based on critical acclaim, as it turns out. The fandom was murdered overnight. “Marshmallows” stopped appearing in geek spaces online entirely. No one expressed interest in seeing the next season or the next movie. The constant flow of fan AMVs on YouTube and fanfics on AO3 dried up to nothing.

Since 2019 ? Nothing. Chirping crickets. An intensely dedicated fandom of 12 years was just… vaporized.

I’ve never seen anything like it before OR since.

That’s why it’s so fucking fascinating.

So what went wrong?

Creator Rob Thomas was adamant about two things: ONE, the series was intended to be a noir show, which meant there couldn’t be any happiness for its protagonist. And TWO, the death of Logan was necessary to evolve and grow the series.

Thomas thought that having Veronica in a relationship would be holding her back, and that a marriage would absolutely kill the series and leave her stagnant. It never even occurred to him that marriage isn’t the end of a character’s life and growth. It never occurred to him that plenty of drama can be had AFTER someone is married, or that development/growth could be that the characters mature enough to be capable of maintaining a committed relationship. Thomas’ view of his own universe was so myopic that he couldn’t conceive of any possible way that Veronica could still be a private detective involved in life-threatening investigations AND be married at the same time. Futhermore, he felt that fans just wanted Veronica to become a pregnant housewife, which is about as far from what Marshmallows were after as you can get without straight-up killing Veronica and/or Logan. He managed to do the only thing wronger than what he wrongly thought was their insistence.

On top of the above, Rob Thomas only viewed “noir” as a vehicle for total fatalism… despite the fact that many of the most famous noir stories are cynical and full of moral ambiguity, but they still feature a positive outcome. The Big Sleep still has the protagonist get the girl. The Set-Up arguably ends with the happiest possible ending in spite of the beating the hero receives.

Perhaps most importantly? Despite Thomas own insistence that Veronica Mars was always “noir,” the majority of both TV critics and fans did not think that designation ever truly applied. I suspect that’s the reason why Thomas decided to go as dark and fatalistic as possible: He wanted to be noir, and he was being told that he wasn’t. So he went so far into noir that he killed his own most popular property.

He was adamant that it was the only way for the series to grow. But as it turns out, it was instead the only way for the series to permanently end. Without that season four finale, a passionate group of fans would still be begging for more. With it? It’s over. Nobody fucking cares now.

That’s kind of amazing.

More travels with Jonathan Harker, in pictures

Here's the route that Jonathan travels by the public coach today:

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I've tried to find copyright-free photos from the actual route, but I've not had much success. So this tour is going to be a lot more vibes-based than reflective of the actual sights out of the stagecoach window. Think of it like Jonathan's Transylvanian Pinterest board.

(Scenery photos are all of Transylvania, assuming I can trust the sites where I found them, but not necessarily the right time of year or the right bit of Transylvania. It's a big place.)

"Before us lay a green sloping land full of forests and woods, with here and there steep hills, crowned with clumps of trees or with farmhouses, the blank gable end to the road."

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"There was everywhere a bewildering mass of fruit blossom—apple, plum, pear, cherry; and as we drove by I could see the green grass under the trees spangled with the fallen petals."

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"In and out amongst these green hills of what they call here the "Mittel Land" ran the road, losing itself as it swept round the grassy curve, or was shut out by the straggling ends of pine woods, which here and there ran down the hillsides like tongues of flame."

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"Beyond the green swelling hills of the Mittel Land rose mighty slopes of forest up to the lofty steeps of the Carpathians themselves. Right and left of us they towered, with the afternoon sun falling full upon them and bringing out all the glorious colours of this beautiful range, deep blue and purple in the shadows of the peaks, green and brown where grass and rock mingled, and an endless perspective of jagged rock and pointed crags, till these were themselves lost in the distance, where the snowy peaks rose grandly."

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"As we wound on our endless way, and the sun sank lower and lower behind us, the shadows of the evening began to creep round us. This was emphasised by the fact that the snowy mountain-top still held the sunset, and seemed to glow out with a delicate cool pink."

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"By the roadside were many crosses, and as we swept by, my companions all crossed themselves."

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"Sometimes, as the road was cut through the pine woods that seemed in the darkness to be closing down upon us, great masses of greyness, which here and there bestrewed the trees, produced a peculiarly weird and solemn effect, which carried on the thoughts and grim fancies engendered earlier in the evening, when the falling sunset threw into strange relief the ghost-like clouds which amongst the Carpathians seem to wind ceaselessly through the valleys."

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And a bonus: Bran Castle is marked as 'Dracula's Castle' despite being even further away from the locations in the book than most of my vibes-based photography choices. It also doesn't resemble Bram Stoker's descriptions of the castle.

But more importantly, it looks really cool. So here it is:

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so this thing is a pathological fucking liar lol

It's actually the closest one to me, not in Johannesburg. So the model is not using chats for location data, I think. It says IP but that's false, as I know my IP address shows up as a few towns over.