Gen Z's fan edits are a staple of internet culture. Movie studios are finally buying in | CNN Business

"When Melanie, also known as Uhbucky on social media, posted a fan edit of Heated Rivalry, she didn't know it would lead to her dream job. The fan edit gained 4.6 million views on X and blew up on Instagram, TikTok and even Threads after it was posted on December 28. This year, Melanie left the world of financial consulting to edit trailers and promos full-time at HBO, who she said reached out to her via DM saying they loved her edit."

"As eyes turn from big screens to vertical video and seemingly everyone has a streaming platform now, movie studios are buying into the fan-edit frenzy to reel in a new generation of franchise enthusiasts. Movie studios are shifting their marketing priorities to reach the lucrative Gen Z and millennial groups and hiring young, digital-native editors to make fan edits."

"Gen Z overwhelmingly identifies as belonging to fandoms, and the most popular fan edits can draw hundreds of millions of views on social media. Lionsgate has been working with fan editors for years but brought more attention to it recently, working with a team of at least 10 to 15 fan editors at a time as contractors."

Fan edits—short videos combining clips from movies and TV shows with creative transitions and music—have become a significant marketing tool for major studios. Melanie, a 25-year-old financial consultant, created a viral fan edit of HBO's Heated Rivalry that garnered 4.6 million views, leading HBO to hire her full-time for trailer and promo editing. Studios recognize that Gen Z overwhelmingly identifies with fandoms, and popular fan edits can accumulate hundreds of millions of views across social media platforms. Lionsgate, HBO, and Netflix have all promoted fan edits recently, with Lionsgate working with 10-15 fan editors as contractors. Franchises like Twilight and The Hunger Games experienced renewed popularity partly through self-aware, tongue-in-cheek fan edits, prompting studios to shift marketing strategies toward digital-native creators.

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