In 1968, word began to circulate that the original Star Trek television show was close to cancellation after its second season. Using their contact list containing thousands of science fiction fans from across the country, actifans Bjo and John Trimble reached out and encouraged each of them to write to NBC in support of keeping Star Trek on the air. The campaign worked, with an estimated one million letters making their way to Hollywood to ensure a third season for the series.
Since then, fans of other television shows have attempted to repeat history for their own threatened series, often utilized inventive ways to support their cause. In 2000, for instance, fans of the WB television show Roswell sent bottles of Tabasco – the sauce had a prominent presence in the series – to the network, while fans of the CBS drama Jericho mailed in packs of peanuts in 2007. Both campaigns were successful in the short run, but each show was cancelled the following year.
Ten years after CBS executives were flooded with peanuts, #ReleaseTheSnyderCut began to appear on social media in an effort influence Warner Bros. to release director Zack Snyder’s original version of the 2017 superhero film Justice League. Here again, fans found an inventive ways to support their cause, but while some of those efforts were publicity-oriented, others were more meaningful and significant, distinguishing #ReleaseTheSnyderCut from similar campaigns of the past by transforming it into a genuine movement of compassion instead.
Snyder had been the initial architect of the DC Extended Universe, having helmed the first two films – Man of Steel and Batman v Superman: Dawn of Justice – that launched the franchise. Despite containing some of the most popular superheroes of all time, however, the films of DC didn’t find the same box office success as those of rival Marvel, causing studio executives to rethink the direction of future films.
Zack Snyder crafted the plot for Justice League nonetheless and likewise served as director, but during post-production was devastated by the suicide of his daughter Autumn, causing him to step away from the project and hand over the reins to fellow filmmaker Joss Whedon. Fearing another less-than-stellar performance, Warner Bros. authorized Whedon to rewrite and re-film large chunks of the movie in order to lighten the tone of Snyder’s original vision.
When Justice League was finally released in 2017, it proved to be an even bigger box office failure than previous efforts. Fans of Zach Snyder’s Man of Steel and Batman v Superman quickly took to social media advocating for the release of Snyder’s version, seeing it as a continuation of the previous two films. Barely anyone acknowledged their efforts at the time, however, given how fruitless such campaigns had been in the past and the uncertainty of whether Snyder’s version even existed in completed form.
That would have been the end of the story, but apparently nobody mentioned it to the untold number of social media accounts that continued to post the hashtag #ReleaseTheSnyderCut online. Instead of fading over time, the campaign attracted even more followers and then gained additional momentum when rumors that the Snyder version did actually exist after all.
Spurred on by their growing numbers, #ReleaseTheSnyderCut took to the streets – or, more precisely, the 2018 San Diego Comic-Con. A special T-shirt was designed with the emblem I❤ZS, but instead of solely affirming the fan’s commitment to Zach Snyder’s Justice League, the symbol also recognized the tragedy that had befallen Snyder with the loss of his daughter. Campaign organizers also decided that half of any funds raised for future publicity efforts would be donated to the American Federation for Suicide Prevention (AFSP).
The unofficial fan group not only had a presence at the next year’s San Diego Comic-Con but a higher profile as well. In April 2019, a GoFundMe campaign was launched to raise money for a charter plane displaying a “WB #ReleaseTheSnyderCut of Justice League” banner to circle the San Diego Convention Center for two hours during the event. Costs were estimated at $1,070 but the goal was doubled in keeping with the 50/50 splitting of any funds raised with the AFSP. By the time the GoFundMe campaign ended, close to $27,000 had been generated.
At San Diego Comic-Con itself, not only did a banner fly overhead but fans held signs and handed out fliers and other swag in promotion of their cause. More significantly, #ReleaseTheSnyderCut presented a check for $14,930.74 to the American Federation for Suicide Prevention. Additional fundraising campaigns since the movement’s inception brought in even more, resulting in over $110,000 being donated to the AFSP by the end of 2019.
“While the #ReleaseTheSnyderCut movement may appear to be focused primarily on the goal of releasing Zack Snyder’s original Justice League film, the day to day focus of the fan community has always been as much about celebrating and acknowledging the power and impact of Zack’s existing filmography,” Mick Doyle, one of the campaign’s primary advocates, explained on the AFSP’s website.
“Throughout this journey, each of us has encountered countless other fans who have spoken about how Zack’s previous works have influenced us in positive, life affirming ways,” Doyle continued. “Folks who have felt undervalued or marginalized have found inspiration through the humanization of the larger-than-life heroes depicted on screen, while others have been empowered to appreciate their own sense of self-worth. Many who struggle with depression have found coping each day that much easier as they recognize the same emotional challenges that they face being experienced by their favourite heroes, who rise from situations of darkness to discover hope and inspire heroism in others. I have personally spoken to several people who have confided that Zack’s art has literally helped save their lives. Powerful storytelling truly has the ability to heal, bring awareness and create change. This is why we fight.”
#ReleaseTheSnyderCut not only gained thousands of fan supporters but Zack Snyder himself and Justice League actors Jason Momoa and Ben Affleck as well. When Affleck encouraged his followers on social media to donate to Feeding America on Giving Tuesday in December 2019, the RTSyderCut Twitter account responded by asking Subway, “How many RTs for 10,000 sandwiches for hungry families during the holiday period and one tweet with #ReleaseTheSnyderCut?”
Subway had supported Feeding America in the past, and replied that it would make the sandwich donation if their Tweet received 5,000 re-tweets in five hours. The 5,000 re-tweets only took two hours, and Subway responded by donating 15,000 sandwiches instead of the initial 10,000. More amazingly, other sandwich chains joined in support of Subway and #ReleaseTheSnyderCut – including Schlotzsky’s, Penn Station Subs, Moe’s Southwest Grill and McAlister’s Deli – by promoting #SandwichesUnite shortly afterwards.
#ReleaseTheSnyderCut not only kept the pressure on Warner Bros. for over two years but evolved into a legitimate charity movement while doing so. The bottles of Tabasco sauce and packs of peanuts mailed to CBS executives in support of Roswell and Jericho have largely been forgotten, but #ReleaseTheSnyderCut has left a mark that transcends fan efforts of the past – and will no doubt be remembered far into the future.
Anthony Letizia