Meet the millennial YouTuber whose horror movie is beating Melania Trump at the box office.

The article focuses on the box office success of the indie horror film "Iron Lung," created by YouTuber Mark Fischbach, known as Markiplier, which outperformed the heavily marketed documentary "Melania: Twenty Days to History." "Iron Lung" grossed $18.19 million in its opening weekend, significantly exceeding its $3 million budget, while "Melania" earned $7 million despite a $35 million marketing campaign. Fischbach utilized a grassroots marketing strategy, encouraging his fan base to advocate for the film's screening in local theaters, which contributed to its showing in over 3,000 theaters across the U.S. and Canada. The article highlights a shift in film marketing strategies, suggesting that studios may increasingly collaborate with social media creators to engage younger audiences who prefer influencer-driven promotions over traditional advertising. [Extracted from the article]