Film conglomerates own many types of formats and companies, which they then use to advertise the films they will release in the near future. This leads to mass transmedia advertising through which conglomerates, such as Time Warner or Viacom, impress themselves on audiences through every venue they have. Since the 1980s until today, a significant change has occurred in the process of promoting film advertising to the public. While there are still traditionalist avenues such as movie posters, taglines and trailers, there are also interactive technologies and fan-made paratexts that are also considered. For example, the public is encouraged to become more involved in the process through "exclusive websites" and "previews" which aim to make the public feel more special and more involved, and therefore more likely to watch 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 commonly "young adult novels", and so there will be ongoing advertisements on posters or in the books themselves that will attract readers of novels or books. fans of the film to cross-reference the texts seen as mutually