Movie studios are investing in fan edits, a form of internet culture where clips from movies, TV shows or other sources are combined into fan edits. The most popular fan edits can draw hundreds of millions of views on social media. Major movie studios are shifting their marketing priorities to reach Gen Z and millennial groups, hiring young digital-native editors. Lionsgate, HBO and Netflix have all promoted fan edits in the past few years. This shift could signal an industry-wide shift in how studios market their movies, according to Shawn Robbins, founder and owner of industry analysis group Box Office Theory. A survey from Ogilvy found that 86% of Gen Z respondents called themselves fans and half reported that their fandoms help them make sense of the world.