This is the distribution-first approach Universal is going for with new movie Laid In America, which stars YouTubers Caspar Lee (6.5 million subscribers) and KSI (16 million) and has a supporting cast entirely populated by Instagram, Vine and YouTuber users with big followings, with the exception of The US Office’s Angela Kinsey, who is in there presumably because there’s a slightly older role in the film and they couldn’t find a YouTube star in their 40s.
Laid In America is released on digital download on 26 September.
Hollywood is becoming increasingly tempted by the big viewership that comes with social media stars.
Acting talent is great and all, but the ability to disseminate content to millions might be better.