Can saving Hollywood be as simple as this One Weird Trick?
Movies created by YouTubers are having a moment. A very, very lucrative moment.
In January of this year, video game YouTuber Markiplier released his self-financed, $3-million debut theatrical film, Iron Lung, which he mostly promoted by appealing directly to his 40 million YouTube subscribers. In its opening weekend, it looked like it might beat Send Help, legendary director Sam Raimi’s return to the horror genre after his adventures in the MCU. The Walt Disney Company financed, produced, and marketed that movie, with an estimated budget of $40 million, and Oscar-nominee Rachel McAdams played the lead.
In May of this year, Curry Barker, an aspiring actor and director of popular YouTube horror shorts, released his theatrical writing and directorial debut, Obsession, produced for a reported $750,000. It finished third at the box office on its opening weekend, with $17 million. The following weekend, it made even more money, landing in second place with $24 million. On its third weekend, it made even more more money, finishing again in second place, with $27 million. As a rule, movies don’t improve on their opening weekend in their second weekend. And they certainly don’t improve on their second weekend in their third weekend. The last movie to do so was, I kid you not, E.T. The Extra-Terrestrial in friggin’ caveman days back in 1982 (editor’s note: this post’s author saw E.T. in the theater in the caveman days of 1982. Don’t even let him pretend like he didn’t.).
In Obsession’s third weekend, it finished second behind a new release, Backrooms, the theatrical directorial debut of 20-year-old Kane Parsons, based on his YouTube series of the same name. Produced on a budget of $10 million, it grossed over $80 million in its opening weekend, tying the previous weekend's haul for the debut of the latest Star Wars movie. By just its second weekend, Backrooms had already become distributor A24’s biggest release ever, beating the total domestic haul of last year’s Timothée Chalamet Oscar-vehicle Marty Supreme.
So… what’s going on? What does it mean?
Capsule Reviews
The Occam’s Razor answer to why these three movies are doing absolute gangbusters at the box office is, hey, maybe they're all just really good? Let's see.
Iron Lung: Based on a somewhat popular video game, the movie takes place almost entirely inside a small submarine, with only Simon (Markiplier) appearing onscreen. It is over 2 hours long. Markiplier is not an actor, and doesn’t know how to command the screen. But he's the only actor we get. There is a section of the film where we watch water drip. Later, something happens. We don’t know what. Maybe he’s hallucinating it. Maybe there are giant dead aliens outside the sub. It’s not clear. Then there is so much blood. So, so very much blood, and Simon's body begins to disintegrate. I don’t know why. From the blood maybe. This is a bad movie. But you know what? Markiplier stans went and saw it, they had a great time, and I have zero desire to take that away from them. It had a great opening, it made the folks who saw it happy, it made Markiplier a good return on investment, limped across a couple more weekends, and was gone. It’s not looking good for Occam’s Razor.Obsession: Bear has a crush on his friend Nikki, but doesn’t have the nerve to tell her. She’s about to quit her job at the music store where they both work, alongside friends Ian and Sarah, so Bear buys her a going away present at a New Age store, a novelty toy called a One-Wish Willow. But Bear chickens out before he can give it to her, and makes his own wish on it—that Nikki would love him more than anything in the world. He gets his wish. Inspired by the Monkey’s Paw vignette in The Simpsons’ Treehouse of Horror anthology, it’s also the basic setup of a Twilight Zone episode, a million other things, and the aphorism “be careful what you wish for.” Sounds kinda derivative. But in execution, this movie is flawless. It’s not just that Inde Navarrette gives an all-time horror movie performance as Nikki, but the writing and the implications for things taking place just outside the frame of the movie’s point of view will stick with you for days after you leave the theater. It’s a phenomenal film.Backrooms: This movie has a lot going for it. First, you’ve got a small cast led by magnetic Oscar nominees Chiwetel Ejiofor and Renata Reinsve. Second, there is something primal and dreamlike in the basic premise of finding another room that somehow you’ve always missed before in a space you are intimately familiar with, maybe even living in. This is eerily similar to the closest thing I’ve ever had to a recurring dream. So when Ejiofor’s Clark finds a secret, permeable section of the basement wall in the furniture store he owns that opens into a seemingly never-ending network of (mostly) empty rooms, I for one felt a profound sense of uncanny recognition. But moments later, I realized that if this actually happened to me in real life, I would nope out of there so fast I’d leave vapor trails through the portal. So even though the direction is competent and the producers brought in a veteran TV writer to handle the screenplay, there’s a fundamental disconnect between the characters in this movie and believable human behavior. I think it’s a good movie, but it’s a good movie that feels like a talented young filmmaker with a lot of support trying to find their way. And, it must be said, once we do see the monster of the backrooms, it’s pretty derpy.Despite a strong (for January) opening, Iron Lung wound up with only $50 million in worldwide grosses. Backrooms has, at the time of this writing, made over $300 million worldwide, but its week-over-week drop-offs have been massive. Obsession has made almost $400 million, and when I saw it last weekend on a Sunday at 5 pm, the theater was sold out. So with the exception of Obsession, I don’t think these are great movies where word of mouth is driving their success in theaters.
A Grand Theory
So not Occam’s Razor, then. What's the next simplest explanation? Probably that these creators were successful on YouTube and just brought their audiences out to the theaters. Let's check that one.
Markiplier is one of the most successful YouTubers on the platform, with nearly 40 million subscribers. He made multiple webseries for YouTube as his popularity expanded, and Iron Lung is a video game adaptation, which feels at home with his core content of the video game play-through. Massive YouTuber brings $17 million of ticket sales to the box office by hyping the movie on his channel throughout production, editing, behind-the-scenes, and as it neared release. Cool. Seems reasonable.
As of today, as I type this—even after the success of the movie—the Backrooms YouTube channel has 4 million subscribers. Obsession’s Curry Barker‘s channel—again, even after the black swan success of the film—has a little over 1 million subscribers. It seems implausible that these creators ported their vastly smaller YouTube audiences over into the multiplex seats in the same way that Markiplier did to multiples of that success. So what gives?
I think it’s actually really simple. You know who has always gone to the movies? At least since the 1950s, anyway? Teenagers. Young people. You know whom studios have been trying to lure into the theaters for the last 20 or so years? Families. “Four-quadrant pictures” that appeal to everybody, where parents can take their kids. The conglomerate-owned studios justify $200-400 million investments in IP and sequel-driven four-quadrant pictures by wagering that these are safe bets. But you know who doesn’t want to sit with their parents at the movies? Teenagers. These massive tentpole pictures have spent 20 years teaching young people that going to theaters is boring and for old people or little kids.
These three directors have something in common that I think is much more powerful than their shared YouTube origins—they're young people. Markiplier is the oldest—he's in his thirties, but he's been on YouTube since 2012 (same year this blog started. James Wan, call me).
These are young people making movies for young people. Where have we heard that before?
A… ahem… New Hope?
Earlier this year, Timothée Chalamet got in trouble during his Oscars blitz because he said he was worried that the theatrical experience was moving toward niche entertainment, like the ballet or opera. I found his comments utterly unobjectionable, but lots of folks got Big Mad. Not that Timmy C needs me in his corner, but box office has been down for years, never bouncing back from the pandemic closures, and the rise of streaming has led to so much hand-wringing and so, so many op-eds about whether or not this is the End of Cinema.
It's not. It never is. But as I wrote at the end of last year, Hollywood will become something different. It has to, and it always does.
The studio system collapsed throughout the 1950s, and in the 1960s young people like Dennis Hopper, Peter Fonda, Francis Ford Coppola, Martin Scorsese, and other young filmmakers who either got their start or a significant boost from Roger Corman (my man, the GOAT, whom I interviewed in 2017). The thing that Corman gave them was an opportunity to get reps, to make things, to learn the ropes as storytellers, and to introduce themselves to other producers who could give them work on bigger platforms. It sure seems like YouTube gives today’s creative folks the same opportunities.
As the 1970s reached their back half, suddenly Stephen Spielberg gave us Jaws and George Lucas gave us Star Wars—both previously unimaginable box office and cultural successes. Lucas was 32 or 33 when he directed Star Wars, his third feature film. Spielberg was 29 when he made Jaws, his third theatrical feature and fifth or sixth overall including made-for-TV movies. These were all young guys. Spielberg and Lucas went on to be responsible for most of the top-10 highest grossing movies of the 1980s.
Moving forward in time, Spike Jonze was 30 when he made Being John Malkovich after a career in successful music videos. M. Night Shyamalan was 29 when he made The Sixth Sense. Quentin Tarantino was 31 when he made Pulp Fiction, which essentially invented an entire genre of 90s action movies by mashing up things Tarantino grew up with into a distinct package that appealed to young moviegoers and other young filmmakers.
So Hollywood will probably learn the wrong lesson from this year, because it usually does. Back in the early aughts, blogs and Twitter feeds were the new hotness, especially after blogger Diablo Cody’s script for Juno turned into such a beautiful movie. Hollywood signed everybody with a blog or a Twitter feed, resulting in utterly forgettable (or worse!) shows like Shit My Dad Says and movies like I Hope they Serve Beer in Hell. So they'll probably sign folks who have big YouTube channels, regardless of their storytelling ability, and some of them will never make anything, and some creators behind breakout hits (remember The Blair Witch Project? Remember?) will fizzle.
But others will not. Other creators will go on to write and direct movies that we will talk about forever. The nice thing is that the success of this year’s smaller movies will create a permission structure for not only distributors like A24 and NEON, but also for studios to take chances on more and smaller movies. And if they’re made by young people for young people, in a way that excites young people, or scares them, or reflects back to them a world that they recognize or dream of, then that’s what movies do best, and that’s what brings people together to experience them together.
I know Toy Story 5 just made all the money in the world this weekend. But if you are rooting for the future of movies in theaters, go see Obsession. Or if you’re squeamish, go see Backrooms. Don’t dismiss them because their filmmakers came from YouTube. In the end, these particular movies might not be for you, exactly, but their success will open the door to more movies in theaters that don’t start with the word “Avengers” or end in a number.
Posted by Vance K - co-founder of nerds of a feather, flock together, and Emmy Award-winning writer, director, and producer.












