Hollywood’s New Wave: YouTube Creators Take Center Stage

By Luke Burbank

In July, “Spider-Man: Brand New Day” took the U.S. by storm, amassing nearly a billion dollars, sparking a rare optimism in Hollywood. Matt Belloni, an industry insider, attributes this success to a diverse range of films catering to various audiences. He notes how movies like “Obsession” and “Backrooms” have drawn younger viewers, while “The Odyssey” appeals to older demographics. This diversity has revitalized the box office, creating an environment where even films that don’t achieve massive success still contribute positively.

This past summer was historic for Hollywood, with domestic earnings of $4.7 billion, making it the highest-grossing summer. Ticket sales surged by 22%, with 322 million sold across North America. Particularly noteworthy is the resurgence in the 18-to-35 age group, which constituted 37% of moviegoers. A significant number of younger audiences flocked to “Obsession” and “Backrooms,” both helmed by young directors Curry Barker and Kane Parsons, respectively.

“Obsession,” a horror film exploring the theme of unexpected desires, was made with a modest budget under a million dollars. Yet it has grossed over half a billion worldwide. In its initial weeks, the film attracted a predominantly young audience, with 75% under the age of 35. Executive producer Jason Blum expressed his excitement over the film’s success, highlighting the potential of the movie business.

Curry Barker, a YouTube sensation before his feature film debut, brought his extensive experience from creating horror shorts and comedy sketches to the big screen. The transition was daunting at first, but he soon adapted, realizing the work felt similar to his early creative projects. Belloni remarks that Barker’s journey is a break from traditional paths to Hollywood, as young filmmakers now cultivate both their skills and audiences concurrently.

Kane Parsons, another promising director, delivered “Backrooms,” which earned $118 million globally in its opening weekend. At age 20, Parsons set a record as the youngest director of a number-one film. Inspired by a viral photo of an empty store, Parsons created a concept that resonated with high school and college-aged audiences online. The studio A24 quickly noticed the potential of his content.

Belloni indicates studios are increasingly tapping into YouTube creators who’ve built substantial followings. These creators, often starting from scratch, develop their audience through engaging content over the years, as seen with Mark Vins. Vins, who helms the YouTube channel “Brave Wilderness,” recently premiered a documentary at the Toronto International Film Festival. With over 20 million subscribers, Vins credits extensive analytical tools and audience feedback as critical to his content creation process.

Kim Larson, YouTube’s Head of Creators, acknowledges this cultural shift, where YouTube nurtures the next generation of filmmakers. Belloni observes that while YouTube might be the current hotspot for discovering new talent, the true test remains whether creators can consistently deliver engaging ideas. The unpredictable nature of Hollywood means the industry constantly evolves, with new sources of inspiration emerging.

Story by Jason Schmidt. Editorial input by Reid Orvedahl and Kay Lim.