Studios now employ "fan engagement" teams. When Spider-Man: Across the Spider-Verse (Sony) was released, the studio encouraged fan theories about cameos. When Yellowstone (Paramount) airs, the studio markets the lifestyle—the ranchwear, the trucks, the music.
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: A leader in animation (through Illumination and DreamWorks) and high-octane franchises like Fast & Furious and Jurassic World . Studios now employ "fan engagement" teams