Source: Fortune
Summary
Amazon MGM Studios’ documentary “Melania: Twenty Days to History” spent $35 million on marketing, but was outperformed by indie horror film “Iron Lung” which had a bare-bones marketing scheme and was made on a $3 million budget. “Iron Lung” earned $18.19 million at the box office, more than six times its budget, and was created by YouTuber Markiplier, who leveraged his 38 million-strong audience to promote the film. The film’s success has raised questions about the effectiveness of traditional marketing campaigns and the power of social media influencers in promoting films.
Our Reading
The numbers tell one story.
Markiplier’s “Iron Lung” film outperformed Amazon MGM Studios’ “Melania” documentary despite a significantly smaller marketing budget. The film’s success was largely driven by Markiplier’s existing audience, which he leveraged to promote the film. This raises questions about the effectiveness of traditional marketing campaigns and the power of social media influencers in promoting films. The film’s success also highlights the growing trend of creator-led movies, where social media personalities use their influence to produce and promote their own content. Markiplier’s success is a testament to the power of building a loyal audience and leveraging that audience to achieve success.
It’s a hero moment to showcase that indie filmmaking was possible, and it’s also a reminder that traditional marketing campaigns are no longer the only way to reach audiences.
Author: Evan Null
