The short version
At the American Film Market's first New Global Screen Economy Summit in Los Angeles on November 10, speakers told buyers, sellers and financiers that this year's creator-led hits built an audience online before any studio financed the film. Curry Barker's Obsession, made for under $1 million, has grossed $519 million worldwide, per the Motion Picture Association. Kane Parsons' Backrooms film, released by A24, opened alongside it, and the two took the top two domestic spots one weekend.
Panelists described companies built on that approach. Popular Demand raises money from fans, Angel Studios has its Guild vote before distribution, and Wesley Wang Media lets viewers pick which online shorts grow. IFTA's Jackie Brenneman said theaters still book on marketing budgets, not results. Agents said studios, including Sony's new Screen Gems effort, are still deciding what they're buying.
My take
Making a film is expensive and the rule of thumb that what ever the film budget is will need the same amount in marketing to raise awareness. Creators number one value to sponsors and distributors in the audience they bring to the table. The same happens when a huge star starts a podcast, they bring fans with them. Build your fanbase and move them to an email list that you own, it is the core of your business.
Source: Net Influencer. The summary above is my own; read the original for the full story.