Film conglomerates own many different types of formats and companies, which they then use to advertise whatever films they release in the near future. This leads to mass transmedia advertising where conglomerates, such as Time Warner or Viacom, impress audiences through every venue they have available. From the 1980s to today there has been a significant change in the process that film advertising undergoes when promoted to the public. While traditionalist paths such as movie posters, slogans and trailers still exist, interactive technologies and fan-created paratexts are also taken into consideration. For example, audiences are encouraged to be more involved in the process through "exclusive websites" and "previews" that are intended to make audiences feel more special and involved, and therefore more likely to see the film repeatedly. However, as with most high-concept films, the original text, or "the book", is also an integral part of the marketing process. For example, it is common for film franchises to originate from a book franchise, most often "young adult novels", and therefore there will be continuous advertisements in posters or in the books themselves which will attract readers of the novels or books. fans of the film cross-reference texts seen by each other