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The movie chronicles Hecox and Padilla’s efforts to remove an embarrassing video from YouTube by literally jumping into the website. Smosh contains multitudes.”-even if this is the only time the transcendentalist poet’s work will be used to sum up a couple of dudes who try to plunge a toilet with a doughnut. If the old Hollywood analogy involves climbing a ladder, the new one owes more to Walt Whitman-“Smosh is large. The movie isn’t a culmination for Smosh but rather one more arm of the beast. Two bozos with a webcam are now a media empire. While other digital stars have surpassed Smosh’s YouTube subscriber numbers or make more money by retaining sole ownership of their sites, no other enterprise has built a brand as large, diversified and, if you’re under 30, recognizable. Stills from the forthcoming SMOSH: The Movie. And at a glitzy event at Westwood’s Village Theatre on July 22, the day before the huge Anaheim YouTube conference VidCon, the megabrand will premiere its first film, SMOSH: The Movie. The guys are currently producing a longer-form, serialized show under the new YouTube Originals umbrella. Smosh now has five thematically distinct content channels, a separate network for fans’ own content, a blog, an app (1 million downloads), a video game (2 million downloads), four music albums, a robust merchandising division and a staff of writers, directors, producers and cast members.
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Forbes figured that in 2013 Smosh earned $10 million-all of this from such trivialities as a skit about a drunk guinea pig, a fake ad concerned with selling tubed ground beef and a series of ballads about Boxman, who became part cardboard box following a horrific accident, and then ran for president.
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There’s also ad revenue from their independent site, plus funds from sponsorships and merchandise. Income for the Smosh brand is unlisted, but it’s estimated to bring in $3 million to $5 million a year from YouTube ad shares alone. 1 three times in the last decade.) The brand’s collection of channels and websites has 34.7 million subscribers total and receives 5 million views daily. Smosh’s original YouTube channel currently has 20.7 million subscribers, making it the fourth most popular channel on the site. “People see them on billboards and will be like, ’Oh, you’re that famous guy! Can I get a photo, even though I don’t care about what you do?’ For a YouTuber, people don’t know who you are unless they actively watch your videos.”
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“It’s very different from being a traditional TV or movie celebrity,” Hecox explains. Yet Hecox and Padilla, both 27 and both from Carmichael, didn’t enter the high-rise office through a service entrance, nor did they arrive in a tinted-window SUV. The global population is estimated at 7.3 billion. Smosh’s 3,000-plus videos have accrued 7.4 billion views. Fan art litters the walls and desks of one of their dedicated spaces inside the offices of parent company Defy Media, each homemade doll, gauzy illustration and gushing letter professing a middle- or high-schooler’s undying adoration. They’ve been posting short, PG-13 comedy sketches online, under the name Smosh, for 10 years. Ian Hecox and Anthony Padilla are, in a lot of ways, like most 20-something best friends-the difference being that they’re millionaire stars of the most successful brand ever born on YouTube. They’ve been friends since sixth grade and business partners since 2005. Anthony occasionally dons man jewelry Ian doesn’t really work out.
That’s exactly how the two Sacramentans come across on a Friday evening at their Beverly Hills studio, Ian in his quirky sneakers and Anthony exposing the waistband of his Calvin Klein briefs. Supposedly Anthony is the heartthrob and Ian is adorkable.
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