Markiplier’s “Iron Lung” film represents a new era in Hollywood filmmaking
Photo by Entertainment Photographer / Entertainment News
“Iron Lung”, a science-fiction film funded by a YouTuber, earned $20 million while going around studios and distributors and direct to theaters – upending 120 years of Hollywood arrangements. Producers and executives are debating: Is “Iron Lung” a one-off or a sign of things to come?
The film was self-financed by the YouTuber, Mark Fischabach, whose YouTube name is Markiplier. The horror film used no studio, no streamer, and no big IP owner as it leveraged Markiplier’s fanbase to ignite the film.
The YouTube creator is known for his “Let’s Play” gaming commentary in the indie horror genre with over 38 million subscribers on this YouTube Channel. He owns his own cinematic content called “In Space with Markiplier” where he’s often seen as comedic and dramatic along with his charisma.
Fischbach experimented with professional filmmaking on his platform with two different films called “A Heist with Markipleir” (2019) and “In Space with Markiplier” (2022).
Normal box office movies often go through the traditional Hollywood route that includes marketing budgets, studios, and distribution that include big name actors.
The YouTuber took a radically different approach. That included no traditional marketing budget, a 50/50 revenue share with the theaters grossing at mid-tier profit.
The economics he applied to his movie included his own audience, low costs, market control, use of indie infrastructure, fast profit, and reinvestment.
As a box office hit, it stirred conversations online about the potential for digital creators making moves into professional filmmaking.
“Incredicble to see YouTube creators like Markiplier holding the keys to their own production and distribution. This is the new era of Hollywood.”
An existing audience and a budget was in Fischbach’s advantage that created a new era in the Hollywood industry that was an unconventional route for any up and coming film creator.
The film hit $7 million in pre-ticket sales, which was a record for a known creator using a $3 million budget to create “Iron Lung”.
Major theater chains including AMC, Regal, and Cinemark caved into the demand where mainly Markiplier’s subscribers were the driving force of his box office hit. His brand attracted millions of his followers going to the box office.
“Iron Lung” performed well at an unexpected well that was number two being Disney’s “Send Help”. No one in Hollywood thought that a film made on a low budget would do well in the box office.
It may not have won the critics review, but it won the audience driven by his YouTube followers.
“Markiplier’ “Iron Lung” earns 50% critics score and 90% audience score on Rotten Tomatoes”
He has been the talk of Hollywood, but it’s unlikely to change methods and entertainment industry minds to approach creating movies.
It may be considered one of the most successful independent films by a digital creator with a massive amount of followers. Markiplier will certainly not be the last of the digital creators in the new age of Hollywood.