ABSTRACT
It is the perennial battle of hacks versus flacks, the idea that the publicity machine is there to get in the way of journalists trying to their job, trying to uncover stories while spin doctors beaver away behind the scenes stopping it from happening. Movie fan sites always had a terrible amateur rep amongst publicists, and then they realised that those places have a voracious appetite for product about what they love and a passionate readership with large networks, who are dedicated to spreading their love as broadly as possible. Love new types of media and technologies which will give people an edge over old school journalists. It is very easy to get sucked into the world of so-called 'churnalism' failing to see them as an entity which works within the system but is necessarily sceptical about it as well.
