Leland and Askwith Launch Popular Demand Studio
The new company will develop and finance film, TV, publishing, gaming and live experiences, with Fucktoys as its first release.
Jon Leland, former chief strategy officer at Kickstarter, and Ivan Askwith, who previously led digital media at Lucasfilm, have launched a new studio called Popular Demand. The company announced its formation on October 20, 2026.
Popular Demand will develop, finance, produce and distribute projects across film, television, publishing, gaming and live experiences. Its founding partners include Daniel Dominguez, head of creative development, and Jacob Robinson.
The studio's first major release is Fucktoys, a queer surrealist dark comedy-drama directed by Annapurna Sriram, who also stars alongside Sadie Scott, Damian Young, Brandon Flynn and François Arnaud. A theatrical release date will be set in the near future, according to Variety.
The film is produced by Timothy Petryni and executive produced by Petryni and Sriram under Trashtown Pictures, with Heather Buckley of Black Mansion, Lizzie Goodman and Jean Louis Droulers also executive producing. Sarah Wielusz and Alex Hidago serve as co-executive producers for Atypical Day.
Advisors and investors
Popular Demand's advisory board includes Kristen Bell, Alex Winter, Todd McFarlane, Ryan Lewis and Dr. Henry Jenkins, along with executives from YouTube, Skybound, Artists First and CAA. Investors include TMV and additional private investors.
Quick answers
Who founded Popular Demand?
Jon Leland, former Kickstarter chief strategy officer, and Ivan Askwith, formerly of Lucasfilm's digital media division.
What is Popular Demand's first release?
Fucktoys, a queer surrealist dark comedy-drama directed by and starring Annapurna Sriram.
When does Fucktoys come out in theaters?
A theatrical release date will be set in the near future.