The 3 Reasons Matthew Lillard Will Go Viral Again in 2025
Matthew Lillard is poised for another massive year. From the FNAF sequel to his D&D empire, discover the 3 key reasons he's set to go viral again in 2025.
Chloe Sullivan
Pop culture analyst and '90s kid tracking Hollywood's most fascinating career comebacks.
There are some actors you just can’t help but root for. They’re the ones who stole scenes in your favorite childhood movies, the ones who pop up in a new show and make you yell, “Hey, it’s that guy!” and the ones whose genuine passion for their work and their fans radiates through the screen. At the top of that list, holding a permanent residence in our collective hearts, is Matthew Lillard.
For decades, Lillard has been a dynamic and unforgettable presence in Hollywood. From the unhinged antics of Stu Macher in Scream to the pitch-perfect embodiment of Shaggy in Scooby-Doo, he’s an actor who commits, and commits hard. But after a phenomenal resurgence that saw him dominating social media feeds in 2023, all signs point to 2025 being the year he doesn’t just have a moment—he becomes the main event. Again.
It’s not just one thing; it’s a perfect storm of blockbuster roles, authentic connection, and a thriving geek empire that’s set to launch him into a new stratosphere of stardom. Here are the three reasons Matthew Lillard is about to be everywhere in 2025.
1. He Always Comes Back: The Inevitable Return of William Afton
Let's start with the 800-pound animatronic gorilla in the room: Five Nights at Freddy's. The 2023 film adaptation was a box office juggernaut, smashing records and proving that a dedicated fanbase can power a movie to incredible heights. While the whole film was a love letter to the game’s lore, the secret ingredient, the ghost in the machine, was Lillard’s portrayal of the sinister William Afton.
For most of the movie, he’s Steve Raglan, a quirky, almost goofy career counselor. It’s a classic Lillard performance, lulling you into a false sense of security with his signature charm. But when the reveal comes, the shift is electric. The charm curdles into something chillingly predatory. His line delivery of the iconic, “I always come back,” wasn't just a nod to the games; it was a promise. It became an instant meme, a TikTok audio sensation, and a rallying cry for the entire FNAF community.
Now, with Five Nights at Freddy's 2 officially greenlit and slated for a Fall 2025 release, Lillard isn't just a part of the story anymore—he is the story. The sequel is poised to delve deeper into Afton's horrifying backstory and his transformation into the series' main antagonist, Springtrap. This gives Lillard a massive canvas to paint on. We’re not just getting a cameo; we're getting a deep-dive into one of modern horror’s most notorious villains, helmed by an actor who excels at playing characters with a dark, charismatic edge.
The anticipation is already at a fever pitch. When that first trailer drops showing a glimpse of Lillard back in character, possibly in the decaying Springtrap suit, the internet will simply break. His performance in the first film was a viral spark; his central role in the second will be a full-blown explosion.
2. The King of '90s Nostalgia (And Our Hearts)
Virality isn’t just about what’s new; it’s also about what we miss. The '90s and early 2000s nostalgia wave is cresting, and Matthew Lillard is riding it like a pro. For a whole generation, he’s not just an actor; he’s a core memory.
- Scream (1996): As Stu Macher, he delivered one of the most iconic, over-the-top killer reveals in horror history.
- She's All That (1999): His role as the self-obsessed reality TV star Brock Hudson was a hilarious takedown of celebrity culture before it was cool.
- Scooby-Doo (2002): He so perfectly captured the essence of Shaggy Rogers that he inherited the role in the animated world for over a decade. Zoinks!
But Lillard’s modern appeal goes beyond his filmography. It’s his persona. In an age of heavily curated celebrity, Lillard is refreshingly, radically authentic. He’s the guy who gets emotional talking about his career struggles in interviews. He’s the guy at comic conventions who gives every single fan his undivided attention, creating moments that then go viral because of their raw sincerity. He’s the guy who champions his fellow actors and geeks out about his own projects with infectious enthusiasm.
“It’s not just that he was in our favorite movies; it’s that he feels like one of us. He’s a fan, too. That energy is why people will show up for him, no matter what.”
This goodwill is a powerful currency. The internet has unofficially adopted him as its “Internet's Favorite Guy,” a title he seems to humbly accept with a bit of bewilderment. When people feel a personal connection to a star, they become invested in their success. Every win for Matthew Lillard feels like a win for the good guys. This groundswell of support means that every project he’s in, big or small, gets an immediate boost from a massive, built-in cheering section ready to share, post, and meme him into the stratosphere.
3. Building an Empire, One Dice Roll at a Time
Here’s the reason that might surprise you, but it’s a critical piece of the 2025 puzzle: Matthew Lillard isn't just an actor; he’s a Dungeon Master in every sense of the word. In 2018, he co-founded Beadle & Grimm's, a company that creates premium, high-end boxed sets for Dungeons & Dragons campaigns.
This isn't some vanity project. Beadle & Grimm's is a serious, respected player in the tabletop roleplaying game (TTRPG) space. They produce meticulously crafted “platinum editions” of official D&D modules, complete with custom props, detailed maps, exclusive artwork, and unique in-game items. They are, for lack of a better term, the Criterion Collection for D&D nerds.
Why does this matter for mainstream virality? Because the “nerd culture” of yesterday is the pop culture of today. TTRPGs are experiencing an unprecedented boom, thanks to shows like Stranger Things and Critical Role. Lillard isn't just cashing in on the trend; he’s a genuine, lifelong geek who has turned his passion into a thriving business. He’s a respected ambassador for the hobby.
As Beadle & Grimm's continues to grow, collaborating on major new D&D releases and potentially expanding into other TTRPGs, Lillard’s profile as a creative entrepreneur will only rise. A high-profile actual-play stream, a new unboxing video that goes viral, or a major announcement from his company could easily become a trending topic. It positions him not just as a performer for hire, but as a creator and a tastemaker in a multi-billion dollar industry. It’s the powerful third leg of the stool that makes his 2025 comeback so certain.
A Perfect Storm for Virality
When you put it all together, the picture for 2025 becomes crystal clear. You have a highly anticipated blockbuster horror sequel that puts him front and center. You have a deep well of nostalgia and genuine public adoration that makes everyone root for him. And you have a powerful, authentic foothold in the booming creator economy of geek culture.
It’s a trifecta of cultural relevance. Matthew Lillard’s career isn't just having a renaissance; it’s evolving. Get ready to see a lot more of him. And honestly? We can’t wait. Like, zoinks, man—it’s going to be a big year.