How I Made £1 Million in 90 Days

Oobah Butler gives himself ninety days to earn one million pounds, and the cameras follow every attempt. He tries a rotating set of schemes, from attention-grabbing stunts to small businesses and borderline hustles, each presented with planning, pitched to online audiences, and tested in the marketplace. The documentary captures the messy middle of these experiments, showing unexpected wins, embarrassing failures, and the day-to-day pragmatics of chasing fast money. As the weeks pass, Butler's moral unease grows, conversations with collaborators get tense, and social fallout complicates the arithmetic. The film keeps the conclusion out of the opening act, instead focusing on how publicity, persistence, and ethics interact while the clock keeps ticking. It watches risk, charm and consequence play out daily.

Directed by Daniel Lucchesi, the documentary premiered in 2025 and centers on Oobah Butler, who appears as himself. The film uses verite footage and social media material, assembling real-time experiments into a structured narrative about contemporary entrepreneurship and attention economy.

Commercial figures and wide release details have not been widely reported, since this is a niche documentary with festival screenings and streaming potential. Its audience presence seems driven more by online discussion and press coverage than by blockbuster ticket sales.

How I Made £1 Million in 90 Days prompted conversations about influencer culture, viral tactics, and the ethics of monetizing attention. Short clips and write-ups circulated across platforms, and the film quickly provided language for debates on transparency, creator responsibility, and when publicity strategies become exploitative in mainstream commentary too.

Early responses skew positive, reflected in an 8.0/10 audience vote on one platform, with praise for the film's humor and procedural detail. Reviewers and viewers note its interrogation of authenticity, the commodification of attention, and the tension that appears when reputation, profit, and personal ethics collide across demographics and age-groups.