"For me the great hope is now that 8mm video recorders are coming out, people who normally wouldn't make movies are going to be making them. And that one day a little fat girl in Ohio is going be the new Mozart and make a beautiful film with her father's camcorder. For once the so-called professionalism about movies will be destroyed and it will really become an art form." -- Francis Ford Coppola This view is also echoed by Sir Ridley Scott when he said, "Digital film is going to enable more film makers to enter this world of movie making".DIY Digital films are already influencing and catching the eye of filmmakers but it is also capturing the imagination of some brands who actively encourage their fans to make films about them. Here are some examples: Converse did it with covnerse gallery, and firefox fans created their own viral. The latest (adage) is from Cadillac who intiated a five-second-film contest which recieved 2648 entries and boosted traffic to the site by 458% in a six week period. Inspired Ad agencies have always claimed that the audience were the real owners of the brand now these landlords of brand equity have gone to the next step of making the ads they like about the brands they like, co-creation at its best I say.