In his article "Models of Authorship in New Media," Manovich brings up "interactivity as collaboration between the author and the user" as another model of authorship. He uses focus groups as an example of this. However, in the last few years, these types of interactions are increasing and becoming even more collaborative. One particular example is the rise in prominence of fan culture. Snakes on the Plane, for instance, is an interesting case of viral marketing, as you all know. The most infamous line from the film, was shot afterwards based on a popular fan created internet video. There was also a music content, where the winners would be featured on the soundtrack of SoaP.