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Popular media has also had a significant impact on the way entertainment content is marketed and promoted. Social media platforms have become essential tools for promoting new releases, with many studios and labels using influencers, hashtags, and viral challenges to generate buzz and excitement. For example, the Marvel Cinematic Universe (MCU) has been highly successful in using social media to promote its films, with many fans creating and sharing their own fan art, cosplay, and fan fiction. This has helped to build a sense of community and shared enthusiasm around the franchise, and has contributed to its massive success.