That YouTuber is Mark “Markiplier” Fischbach, who – though I must confess I had never heard of before writing this piece– is a huge figure in the gaming streamer world, attracting millions of views for his playthrough videos and skits. The charismatic, floppy-haired Fischbach first played through Iron Lung, a largely unheralded indie horror game, on his channel in 2022 and clearly liked it enough to sink $3m of his own money into writing, directing and starring in a film adaptation that is playing on thousands of screens across America and many more around the world.