This article from Variety, highlights the idea of Lionsgate collaborating with fandoms in order to generate more profit for their films. I could use this article and idea in my exam when discussing the effect of the behaviour of digital natives on the film industry. This includes the idea that digital natives shape how production companies brand their films and use clever techniques in order to grow their audiences. Furthermore, it could be argued that citizen journalism, where digital natives create the news they want to hear, links to production companies working alongside fandoms. For example, if a production company works with a fandom, just like Lionsgate is doing, they are more likely to receive positive feedback on their films from those within the fandom. This will lead to citizen journalists writing positive reviews about films, making other digital natives watch the products.