Markiplier launches ‘The Edge of Sleep’ on Amazon
In 2019, Mark Fischbach, better known as Markiplier to his 37 million YouTube subscribers, pitched his latest project, "The Edge of Sleep," to major Hollywood platforms. The podcast had already gained immense popularity, becoming the most significant genre narrative podcast with over 6 million downloads. The TV adaptation featured Markiplier reprising his role as a night watchman navigating a mysterious global crisis where sleeping meant death. The podcast creators, Jake Emanuel and Willie Block, were set to write and run the TV series, with Brian Kavanaugh Jones producing six episodes on a modest budget.
Despite the podcast’s success, prominent platforms like Netflix and Prime Video passed on the project. Markiplier’s agent, Curtis, expressed Hollywood’s dismissive attitude towards creators like Markiplier. To showcase the project’s potential, they produced "Edge of Sleep" as a podcast before shopping it as a TV show. Curtis encouraged Markiplier to launch his second podcast, "Distractible," to attract industry attention.
Markiplier acknowledged the challenges of transitioning from YouTube to large-scale productions, emphasizing the need for collaboration and trust in the creative process. Despite facing industry skepticism, Markiplier remained determined to prove himself in Hollywood. To fund the TV series, Markiplier contributed financially, partnering with New Regency as the studio.
The production of "The Edge of Sleep" commenced in Vancouver amidst the COVID-19 pandemic, showcasing the team’s dedication across various locations. New Regency’s CEO, Yariv Milchan, recognized the project’s unique potential and innovative marketing strategies. The series was produced on a smaller budget compared to traditional dramas, emphasizing creativity and Markiplier’s fan base.
Despite facing numerous rejections from Hollywood, Markiplier’s marketing prowess and loyal fan base ultimately propelled the project’s success. The series premiered on Amazon Prime Video, quickly climbing the ranks to the platform’s Top 10. Markiplier’s strategic promotional efforts, including live streams and fan engagement, further boosted the show’s visibility and ratings.
The success of "The Edge of Sleep" on Prime Video serves as a testament to Markiplier’s influence and marketing capabilities, challenging industry norms and highlighting his ability to drive a TV show’s success independently. Markiplier and his team aim to sustain the show’s momentum, potentially leading to a second season and international distribution, showcasing the power of creator-driven content in the entertainment industry.
