
Director Patrick Wally
Courtesy of WyFilm
Typically, when you think of creator-led content, there’s a big name attached. Think MrBeast. Alex Cooper. Kai Cenat.
But there’s another sort of creator-focused business model that has long lived alongside these big names, creating viral videos that don’t hinge on a single personality, but a brand. Companies like Dropout, NowThis and Jubilee Media function more like traditional television, relying on IP and show formats that were developed in-house rather than by any single creator. It’s a strategy that’s becoming more popular, and that can produce consistent and repeatable videos that are all but guaranteed to secure millions of views. That’s all without running the risk of burning out a single, central auteur.
“We aren’t a company that is based on a single creator,” Sam Reich, the CEO of Dropout, told TheWrap. “I do think that [depending on one creator] has real strategic disadvantages that have to do with scale, which is to say one creator can only stretch themselves so far to create so much content.”
Before Dropout was a beloved streaming service with over a million subscribers, it was CollegeHumor, a comedy hub that’s been part of the internet’s DNA since 1999. The company’s videos were originally offered for free with ads before Dropout started to experiment with a subscription model in 2018. Now, Dropout offers selective videos and shortform content for free but keeps a majority of its content paywalled.
@dropoutdottv It’s Dropout’s 6 year anniversary! 🥳 🎉 To celebrate, we’ve finally made a trailer explaining what Dropout’s whole deal is! Got a friend or relative you want to explain Dropout to, but need some audio-visual aids? This should cover you. #dropout #gamechanger #dimension20 #dropoutpresents #dontlaughnews #dirtylaundry #umactually #monetsslumberparty #gastronauts #veryimportantpeople #adventuringacademy #adventuringparty #nobodyasked ♬ original sound – Dropout.tv
It’s a strategy that has paid off. The streamer plans to have 10 to 12 shows this year for its dedicated fanbase and hopes to hit 15 shows next year. Those include Brennan Lee Mulligan’s Dungeons & Dragons series “Dimension 20” as well as the improv-heavy game show “Game Changer,” which Reich hosts.
“There’s a funny way in which this era of social media especially has given birth to a lot of influencers who are just as good at — if not better at — the social media hustle than they are being creative or funny,” Reich said. “The infrastructure, the marketing mechanism, requires them to become those people. But that also means that the people who are dominating in the category are not necessarily the best or the funniest … That’s the purpose that Dropout serves within its community. We are really good at organic marketing, so we can concern ourselves with just going out and finding the best and funniest people.”
Though Dropout doesn’t revolve around a singular talent, it would be wrong to think the company isn’t talent-focused. The company works closely with its performers, letting them decide how closely they want to partner with the brand on social media. The company is even in the early stages of developing new series alongside its talent. Reich thinks of Dropout as a sort of “macro influencer for people who are not influencers themselves.”
NowThis, the shortform media company that’s especially popular with Gen Z and Millennial women, operates in a similar manner.
“We like to look at ourselves as an incubator for up-and-coming talent,” Michael Vito Valentino, the editor-in-chief of NowThis, told TheWrap. “We have over 100 million followers across platforms, and my favorite thing to do is look at up-and-coming talent, develop these unbelievable formats in-house, find folks that fit the voice of what we’re trying to do and then help grow them.”
NowThis has even found talent from within its own shows. Amber Singletary, for example, first appeared as a guest on the NowThis show “Are You OK?” before she was tapped to host her own show, “Judgy.” Speaking of “Are You OK?,” the talk show has released 16 episodes with guest hosts over the past two months and has seen over 18 million views, proof to Valentino that the format of the series and NowThis’ approach are working.
This format-first approach has really paid off for NowThis’ latest series, “Standup Desk.” Each episode of the shortform series features a different comedian who performs their set to a group of silent people in an office. The first person who bursts out laughing loses, prompting the comedian to end their set. The series is NowThis’ fastest growing show ever and has seen over 200,000 new followers in its first month, 2 million engagements and 13 million views.
@standupdeskshow Had to explain to my boss why I threw out my phone case. No space for little rascal behavior with @asha #standupdesk #funny #comedy ♬ original sound – Standup Desk
“For a lot of our shows, what we do is just Gen Z’s take on a talk show format,” Valentino, who previously worked for NBC and Paramount, explained. “At the end of the day, everyone still has to promote a product. So they come here and they do it.”
At the other end of the spectrum is perhaps one of the most discussed of these IP-centric digital media companies, Jubilee Media. Unlike Dropout and NowThis, Jubilee’s shows don’t depend on recognizable talent at all. Instead, the virality of shows like “Surrounded” depend on setting up an uncomfortable premise, like surrounding one progressive voter with 20 far-right conservatives, and letting what happens happen. The result has been so addictive, it’s led to Jubilee’s channel having over 10.8 million YouTube subscribers.
“One thing that makes us different from a lot of YouTube channels or even other studios is that we really think about our content programmatically as IP,” Jason Y. Lee, founder and CEO of Jubilee, told TheWrap. “We are trying to develop shows or vehicle formats that will not just have one video that gets a million views or 10 million views, but 100 videos that can each get a million views.”
It’s not just talk. Jubilee has produced hundreds of episodes of one of its more popular shows, “Middle Ground.”
“That’s a testament to the show, the IP, our audience and finding something that works. And it’s something that we’re constantly iterating on,” Lee said. “We’re constantly thinking about developing and piloting new shows. We think of ourselves as a digital first studio, essentially.”
The team has a specific set of criteria for every show, which includes asking is a series culturally relevant? Is it repeatable? Is it visually compelling? Can it lead to viral moments?
“Our aim at the end of the day is that we say we want to provoke human conversation,” Lee said. “If you watch any Jubilee content, it’s never a commentary. It’s always a conversation, meaning there’s always more than one individual, likely several individuals, who have different points of view. That’s one of the reasons why a lot of people love watching our content.”
>
EXCLUSIVE: Lightdox has acquired world sales rights to the documentary My Home of Wind and Sand ahead of its world premiere Tuesday at the Zurich Film Festival.
Filmmaker Patrick Wally spent over a decade on his film, a portrait of women’s rights, human rights and climate activist Najla Mohamed Lamin, who was born in a Sahrawi refugee camp in Algeria. Lamin has led a peaceful campaign supporting the right of Western Sahara to self-determination, a dream of Sahrawi refugees that has been frustrated for more than half a century.
Nobel Peace Prize nominee Greta Thunberg is expected to attend Tuesday’s world premiere and will participate in a conversation afterwards with Lamin. Thunberg visited the Sahrawi refugee camps last year, where she and Lamin conducted a workshop on climate change.

Director Patrick Wally
Courtesy of WyFilm
“Told through conversations with the filmmaker – who gradually becomes visible inside the story – the documentary refuses to reduce Najla to a symbol of a geopolitical conflict,” notes a synopsis. “Western Sahara is experienced through one person living its consequences in real time. Najla addresses international institutions, builds practical spaces for women and children, raises her family and continues to argue for peaceful resistance even as a generation born in exile grows older without a political resolution.”
The synopsis continues, “When armed conflict resumes after decades of ceasefire, the convictions that have shaped Najla’s public life are tested. The film follows her as she asks what pacifism, patience and agency can mean when history seems immovable – and whether one person can still create change inside circumstances that appear impossible.”

Najla Mohamed Lamin at the dunes near the Sahrawi refugee camp of Smara.
Courtesy of WyFIlm
Anna Berthollet, CEO of Lightdox, commented, “Najla has lived her entire life with an unresolved conflict. Yet Patrick’s film is not a geopolitical story; it is an intimate portrait of how she chooses to live, raise her children and build a future for her community. He spent eleven years following her journey and bringing her story and mission to the screen. At a time when Western Sahara is once again receiving international attention, we believe it is important that Najla’s perspective is part of that conversation. We feel very humbled to have been entrusted with bringing Patrick and Najla’s deeply personal story to audiences around the world.”

The border wall berm and Moroccan military base separating the Moroccan occupied territory from the
Polisario controlled territory of Western Sahara.
Courtesy of WyFilm
The unresolved status of Western Sahara has been largely ignored in the U.S. and much of the West, but it has kept the Sahrawi people in terrible limbo. Spain ruled the territory as its colonial possession for the better part of a hundred years, but after it ceded claims in the mid-1970s, hopes for the territory to determine its own future were dashed when Morocco took control of much of Western Sahara. The Polisario Front, representing the Indigenous Sahrawi people, seeks self-determination and is supported by Algeria (where the refugee camps are located). The United Nations officially designates Western Sahara as a “Non-Self-Governing Territory.”
In a director’s statement, Wally said, “When I met Najla ten years ago, I knew this film needed to be made. At the time I had never heard of the issue of Western Sahara. I thought of myself as reasonably informed about the struggles shaping the world, yet I knew nothing about more than 200,000 Sahrawis living for generations in refugee camps in the Algerian desert, established after the war and displacement of 1975. That absence in my own awareness shocked me.
“What struck me first, however, was not the conflict in the abstract but Najla herself. I was surprised by my own assumptions. Here was a woman raised in a refugee camp who was exceptionally articulate, politically precise and full of a vision for the future. She spoke about peaceful resistance, about a generation born in the camps, and about the endurance required to believe in a bright future when nobody outside seems able to see it.”

An aerial view of the Sahrawi refugee camp Smara, in the Algerian desert, near Tindouf.
Courtesy of WyFilm
Along with directing, Wally serves as the film’s cinematographer. The film is produced by Shirin Hooshmandi, Najla Mohamed Lamin, and Patrick Wally. Anna Kirst edited the film, with additional editing by Daniel Rutz. The music is by Ahmed Zain.
In addition to Tuesday’s world premiere at the Zurich Film Festival, My Home of Wind and Sand will hold public screenings on Wednesday, Thursday and Sunday.
>
Hur Jin-ho’s historical thriller The Assassin(s) topped the Korean box office over the Chuseok holiday weekend pulling in more than 1.5 million admissions since its release on September 23.
Fresh from its world premiere at Toronto International Film Festival, the film has grossed $11.3M (KRW15.3BN) from 1,546,614 admissions over the first five days of release, according to data from the Korean Film Council (KOFIC). The Chuseok holiday officially ran for three days from Thursday, September 24 to Saturday, September 27.
Starring Lee Min-ho (Gangnam 1970), Park Hae-il (Decision To Leave), and Yoo Hai-jin (A Taxi Driver), The Assassin(s) revolves around the attempted assassination of South Korean President Park Chung-hee in 1974 that resulted in the death of the First Lady. A senior inspector (Yoo), veteran journalist (Park) and rookie reporter (Lee) set out to uncover exactly what happened and who was responsible, despite threats against their careers and their lives.
Coming in second over the holiday week (September 21-27) was Tazza: The Song of Beelzebub, a long-awaited sequel to a popular gambling franchise, which also opened on September 23 and took just over $6M from 813,842 admissions.
Christopher Nolan’s The Odyssey took third place in the weekly chart, adding another $5M to it record-breaking tally from 565,696 admissions. Released on August 5, the film has grossed just over $98M from 11.7 million admissions in the Korean market, making it the biggest import of the year so far.
Warner Bros Korea’s The Intern, a remake of the 2015 hit Hollywood comedy, came in fourth with an additional $2.6M for a cumulative total of $5.5M since its September 16 release. The film stars Choi Min-sik and Han So-hee in the roles originally played by Robert De Niro and Anne Hathaway in the original film.
Looking at figures for the entire week, The Intern was followed by US horror hit Obsession with $1.6M for a cume of $6.7M since its September 2 release. But looking solely at the weekend, Lee Chang-dong’s Venice winner Possible Love debuted in fifth position. Also opening on September 23, the Netflix-backed film, which is Korea’s official submission for Best International Feature at the Oscars, grossed around $1M in its first five days.
Historical drama The King’s Warden continues to hold Korea’s box office crown for the year to date, with box office of $120M from 16.9 million admissions; followed by The Odyssey, Spider-Man: Brand New Day ($69M from 9 million admissions), and two titles that debuted at this year’s Cannes film festival: Yeon Sang-ho’s Colony and Na Hong-jin’s Hope.
>
Benjamin Satterley, the high-flying champion wrestler known variously to AEW and WWE fans as Pac, Bastard, Adrian Neville and Neville, has died. That, according to an announcement from All Elite Wrestling. He was 40.
Details surrounding his passing are unclear. Pac was featured at AEW’s All Out pay-per-view from Chicago on Saturday night. He challenged Andrade El Idolo for the AEW National Championship, but lost.
The statement from AEW reads in part, “A native of Newcastle upon Tyne, England, Satterley began his wrestling career in 2004 and went on to perform for wrestling organizations all over the world, captivating fans with innovative high-flying moves and incredible in-ring ability. Pac signed with All Elite Wrestling in 2019 and held multiple AEW Championships and competed in some of the most memorable matches in AEW history. Our condolences go out to Satterley’s family, friends and fans.”
In the AEW, Satterley was the outfit’s All-Atlantic Champion and a two-time World Trios Champion.
He won the NXT Championship in the WWE’s developmental adjunct and later became a two-time WWE Cruiserweight Champion.
Satterley was known as “The Man that Gravity Forgot” for his signature finishing move, a spectacular corkscrew shooting star press off the top rope. You can see it in the video below.
>
Search For Canadian TV Actor Stewart McLean Now Homicide Investigation
These ’90s fashion trends are making a comeback in 2017
According to Dior Couture, this taboo fashion accessory is back
Model Jocelyn Chew’s Instagram is the best vacation you’ve ever had
Emily Ratajkowski channels back-to-school style
9 Celebrities who have spoken out about being photoshopped
Rurouni Kenshin: Hokkaido Arc Manga Takes 1-Issue Break – News
HIDIVE to Stream English Dubs for The World Is Dancing, The Forsaken Saintess and Her Foodie Roadtrip in Another World, The Dangers in My Heart: The Movie Anime – News