With the September 23, 2017 debut of Dirty 30
and the September 26 premiere of Laid in America
, Hollywood has presented us with two studio-backed low-budget films featuring many prominent social-media influencers. Traditional Hollywood has finally joined, to borrow influencer Michelle Glavan
’s phrase, “the YouTube movie circuit.”
That means traditional studios are finally trying a newish model for making and marketing films that are the polar opposite of their usual blockbuster behemoths. The model emerged about three years ago, when indie producers and multichannel networks like AwesomenessTV tapped squadrons of influencers for roles in films such as Expelled
and Camp Takota
. This model has resulted in small films that typically are profitable, relatively low risk, and can connect with young audiences who otherwise ignore traditional studios.
Previously, the big media companies focused more on buying up multichannel networks (e.g. Maker Studios
, Machinima, Collective Digital Studios) and tapping influencers to promote their products.