riding the echo down

https://www.dn.se/kultur/fan-edits-har-blivit-filmbranschens-nya-maktfaktor/

”Fan edits” har blivit filmbranschens nya maktfaktor

Thanks to naye for posting on bluesky! Translation via google translate.

“Fan edits” have become the film industry’s new power factor

– Fan edits are created out of genuine commitment, rather than a commercial purpose, and then they can certainly be perceived as more credible than traditional trailers, says Lovisa Jönsson from the PR agency Jung.
In July 2025, the anonymous TikTok account Areq posts a video collage of scenes from the boxing movie “Creed.” In the clip, punches are thrown wildly to the beat of the music, while blood and sweat spurt.

The clip has over 215 million views at the time of writing. Less than a week after it was posted on the platform, the number of viewers of the film increased by 29 percent on Amazon Prime, according to data from Luminate.

Areq is an example of a growing group of TikTok creators, often fans, who make so-called video collages, or “fan edits,” of series and films for fun. The phenomenon has its origins in fan fiction, where fans use characters and settings from existing works to write a new story.

Several film studios have recognized the explosive power of fan logic and have now started to hire fans to drive their marketing efforts.

The film studio Lionsgate has recruited a dozen or so fans to make TikTok clips under the film studio’s banner. The company’s TikTok page now has around a hundred clips from films like “Twilight” and “Divergent.” All of them are bursting with references and Generation Z jokes that only a die-hard fan can understand.

In an interview with Variety, Lionsgate's head of international marketing, Briana McElroy, says that fan edits are a "love letter from fans" and that it is free marketing.

- If we are going to have a conversation with fans online, we have to speak their language, she tells Variety.

Streaming giants such as Netflix, Hulu and Paramount+ also publish clips on their Tiktok channels with clear inspiration from fan logic.

Fan-edited video collages from the ice hockey drama "Heated Rivalry" have been streaming on social media since the series was released in late 2025. The clips have reached both existing fans and attracted new viewers.

Some of the fan community's most viewed clips are edited by fan Melanie, 25. In one of the clips, countless sex scenes and hockey matches flicker past in one minute and thirty seconds. That clip has received over four million views.

When DN reaches her, she wants to remain anonymous, she wants to protect her privacy on the internet but is happy to talk about the phenomenon. Since she was 17, she has spent countless hours editing such videos, about everything from One Direction to Harry Potter and Marvel.

– Fan edits are their own art form. It is a way for a fan to tell a story or describe how they themselves interpret a series through their own lens. It is noticeable in the way they edit, in what order they place the clips or which song they use, she says.

Unlike a traditional trailer that is directed and tailored by a film company with the aim of reaching as large an audience as possible and generating revenue, fan edits lack a financial drive and are born out of pure desire and love for a series or film.

– It is created out of genuine commitment, rather than a commercial purpose, and then they can certainly be perceived as more credible than traditional trailers, especially for Generation Z, says Lovisa Jönsson from the PR agency Jung.

She points out that fan-produced content is spread organically on platforms like Tiktok and that it can reach target groups that do not usually watch traditional trailers. This provides a large distribution at a low cost.

– When marketing arouses emotions and is perceived as authentic and genuine, it tends to be more effective. It is a quick way to spread content and can create hype that makes more people feel that they “have to see” a certain film or series, says Lovisa Jönsson.

It is not only within the world of film that fan logic is being valued. For example, the artist Miley Cyrus hired superfan Olivia Rudensky to be responsible for her digital marketing and fan contact. Rudensky was recruited because she ran one of the star’s largest fan accounts, according to Forbes.

In the book “Blank Space”, the American author W David Marx describes how fans have shaped the popular cultural landscape. According to him, they have been crucial in consolidating the position of international artists. He writes that: “At a time when the media landscape has become increasingly fragmented, fans have contributed to strengthening the cultural power around a few top artists.”

Fan-produced video collages set their first milestone in 1975 when Kandy Fong made a slideshow featuring the space officer Spock from the science fiction series “Star Trek”. The slideshow was set to music with the Spock actor’s interpretation of “Both sides now”. At the time, it was shown at various fan conventions, but since then they have been exhibited at museums in both Queens and Vancouver.

When YouTube became established, fans began publishing video collages there. As Instagram and Tiktok consolidated their role, fans have instead moved their creations there and through the spread of algorithms, some of them reach a huge audience.

Sweden is no exception. Here, fans of reality series such as “The Traitors”, “The Game” and “Paradise Hotel” have made their own compilations, where they highlight certain participants, among other things. Among other things, there are several collages about the “Best in Test” program host David Sundin, with carefully selected clips from the competition program, set to music by Arctic Monkeys’ “505”.

During the new film adaptation of “Doktor Glas”, the production launched a Tiktok account. Some of the content is clearly modeled after how fans usually edit their fan clips. Lovisa Jönsson at the PR agency Jung, however, believes that there is a risk when production companies follow the fan logic.

– When companies start to commercialize fan edits and use them in strategic marketing, authenticity can be lost, which is the very basis for the impact. To succeed, they must continue to be created on the fans’ terms, she says.