Every so often, Tumblr gets absolutely ridiculous about something in a way that only it can. Like Dracula Daily. It's kinda weird to be in an epistolary book club on a social media site, but why not? It's a thing people can bond over and talk about and enjoy.
And then, there's Goncharov. tl;dr: there was a weird typo on a shoe label(!!) that purported to be a lost Scorsese movie and it hung around in the collective Tumblr subconscious until in the past day or so it just exploded. It is, as far as I can discern, some sort of collective, collaborative, surprisingly non-contradictory manifestation of a thing that does not exist, and it is fascinating. There's moodboards. There's snippets of commentary. There's meta. There's fucking Letterboxd reviews!
This sort of collective storytelling/worldbuilding isn't new (you do this every time you create a TTRPG campaign), but it's never usually on a scale like this. I was on a Discord server for people who were fans of a Good Omens actor AU called Slow Show, and there was a whole section devoted to Warlock, the show mentioned in the fic*. But at most this was two or three dozen people. Blaseball was bigger, but I'm not sure by how much.
Anyways, Tumblr is fucking wild, and it's never boring. I look forward to seeing how this evolves.
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* In said fic, the show is basically incidental. It's there to provide a place for Aziraphale and Crowley to interact. Their Warlock characters didn't even have names! But a couple people named the main characters, others started writing fic, and we sketched out a whole six season arc**, complete with guest stars and creative consultants like Taika Waititi and Bryan Fuller to guide the thematic and aesthetic direction of each season*. It was the most fun I've had in fandom in ages.
** Complete with episode titles. And we found out that somebody was writing scenes from scripts based on them! It was a ridiculous and humbling moment.