Market Basket film, funded by fans, will retell the saga
Public support helped protesting Market Basket workers win their fight to reinstate Arthur T. Demoulas as president of the grocery chain this summer. Now a Portsmouth, N.H., filmmaker is hoping a second wave of public support will help pay for a documentary about the struggle that riveted New England for weeks.
Jay Childs, who spent much of July and August filming on the picket lines, has launched an online fund-raising campaign through Kickstarter that aims to collect $50,000 for editing and post-production costs of a project he calls “Food Fight: Inside the Battle for Market Basket.” In five days, he’s pulled in about $13,000, mostly from donations of $75 or less.
Crowd-funding seems a fitting strategy to tell the story of a protest movement that relied heavily on a widespread customer boycott of Market Basket’s 71 supermarkets. When Demoulas was ousted by a board of directors controlled by rival members of his own family, workers concerned about the direction of the company organized demonstrations and social-media campaigns, urging loyal shoppers to buy groceries elsewhere.
Many obliged, costing the business millions in lost sales each day.
The standoff ended in late August, when Demoulas struck a deal to buy out his relatives for $1.6 billion. The sale closed last week.