Hollywood hires Gen Z creators to make viral fan edits for older content, boosting engagement and marketing.

Hollywood studios including HBO, Lionsgate, and Netflix are hiring Gen Z creators to produce fan edits—remixed video clips set to music—after recognizing their viral potential and ability to boost engagement with older content. These edits, popular on social media, have driven streaming spikes for franchises like "Twilight" and "The Hunger Games." Studios now view them as effective, authentic marketing tools, with some creators like "Uhbucky" being hired full-time. While concerns about copyright and brand control persist, the trend reflects a major shift toward leveraging grassroots digital creativity in mainstream media promotion.