The fandom ecosystem: Active participation in creating, monetising content

As the boundaries between creators and fans dissolve online, fan armies are key to amplifying, creating and even monetising content

Sukumar’s, Pushpa 2: The Rule, sequel to the 2021 Allu Arjun hit Pushpa: The rise is one of the most awaited movies of 2024. It is due for release on December 6. Earlier this year, Mythri Movie Makers released a teaser that was viewed over 100 million times on YouTube as was the title music video on T-Series’ channels on the same platform. Fans also started creating reaction videos, trailer breakdowns, memes, dance trends and even VFX (visual effects) edits, literally embedding themselves into the movie frames.

“Fan armies are not just followers; they are a force