The lines between Hollywood and digital content creation continue to blur, and a new film project exemplifies this shift. Just a day after Markiplier’s successful run with Iron Lung—which grossed over $50 million—Night Media, a talent management agency known for representing creators like MrBeast, is stepping into film production with Busboys, starring Theo Von and David Spade. The project signals a growing trend of creators and agencies taking direct control of distribution, bypassing traditional studio systems.
Night Media, based in Dallas, Texas, announced on March 16 that it executive produced the indie comedy Busboys. The film follows Von and Spade as two friends navigating the world of restaurant work, starting from the bottom as, predictably, busboys. This move marks a significant expansion for Night Media, which initially gained prominence through its work with MrBeast, helping him build a massive YouTube following. The company’s founder and CEO, Reed Duchscher, shared the announcement on LinkedIn.
Busboys is slated for release in Cinemark and Regal theaters on April 17, adopting a distribution strategy similar to those employed by Markiplier and Sam & Colby, who have also successfully self-distributed their projects. This direct-to-theater approach allows creators to retain more control over their work and potentially capture a larger share of the revenue. The film’s production story is rooted in a unique set of circumstances, stemming from a deal involving Theo Von’s podcast and a subsequent acquisition by Night Media.
In 2023, Theo Von signed his podcast, Last Weekend with Theo Von, to Rooster Teeth’s network, The Roost. However, Warner Bros. Discovery shuttered Rooster Teeth in 2024, leading Night Media to acquire The Roost. This acquisition provided Night Media with a platform and the opportunity to expand its reach into narrative film production. Von’s podcast currently attracts around 20 million views per month on YouTube, and has featured high-profile guests including RFK Jr., Chris Hemsworth, Druski, and Jason Momoa.
A Collaborative Creative Process
Busboys wasn’t simply a production Night Media oversaw; it was a project born from the creative partnership of Von and Spade. According to director Jonah Feingold, the duo conceived the idea, wrote the screenplay, and shot the film during the Palisades Fire in 2025. Feingold, whose previous work includes 31 Candles, EXmas, and At Midnight, described the project as a defining moment for independent filmmaking in 2026.
“This is what independent filmmaking looks like in 2026,” Feingold wrote on Substack. He added that Busboys is “one of [Night’s] first theatrical narrative projects—and working with them has been one of the great experiences of my career.” Feingold also highlighted Night Media’s innovative approach to film distribution, stating, “What they’ve built around this release is something I haven’t seen before. The way they’re mobilizing their community, activating their creators, and bringing audiences to theaters isn’t just smart marketing. It’s a new blueprint.” He believes studios will be analyzing this model for years to come.
A New Blueprint for Independent Film
The trailer for Busboys is currently available on Theo Von’s YouTube channel, with approximately 250,000 views as of this writing. Tickets are available for purchase on the film’s dedicated website, busboysmovie.com. The film’s release strategy is a clear indication of a changing landscape in the entertainment industry, where digital creators are increasingly taking control of their projects from conception to distribution.
This approach isn’t entirely new. Markiplier’s success with Iron Lung, which earned $52 million at the box office, demonstrated the viability of self-distribution for online personalities. The film, based on the 2022 horror game by David Szymanski, was written, edited, and directed by Mark “Markiplier” Fischbach and released on January 30, 2026. The success of both Iron Lung and now Busboys suggests a growing appetite among audiences for content created by and for online communities.
The success of these projects could have broader implications for the film industry, potentially prompting studios to re-evaluate their distribution models and explore new partnerships with digital creators. The ability to directly connect with a dedicated fanbase and bypass traditional gatekeepers offers a compelling advantage in a rapidly evolving media landscape.
The next step for Busboys will be its theatrical release on April 17, where its performance will be closely watched by industry observers. The film’s success could further solidify the trend of creator-led independent filmmaking and pave the way for more projects like it in the future.
What are your thoughts on this new approach to film distribution? Share your comments below and let us know if you plan to see Busboys in theaters.
