A YouTuber's $3M Movie Nearly Beat Disney's $40M Thriller at the Box Office

Mark Fischbach, the YouTube creator known as Markiplier who has spent nearly 15 years building an audience of more than 38 million subscribers by playing indie-horror video games on camera, has pulled off something that most independent filmmakers never manage -- a self-financed, self-distributed debut feature that has grossed more than $30 million domestically against a $3 million budget. Iron Lung, a 127-minute sci-fi adaptation of a video game Fischbach wrote, directed, starred in, and edited himself, opened to $18.3 million in its first weekend and has since doubled that figure worldwide in just two weeks, nearly matching the $19.1 million debut of Send Help, a $40 million thriller from Disney-owned 20th Century Studios. Fischbach declined deals from traditional distributors and instead spent months booking theaters privately, encouraging fans to reserve tickets online; when prospective viewers found the film wasn't screening in their city, they called local cinemas to request it, eventually landing Iron Lung on more than 3,000 screens across North America -- all without a single paid media campaign.

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