Technology has birthed a new entertainment industry. With TV viewership down and theater-ticket sales tanking, digital is fast becoming the source of the most acclaimed movies and shows. (See: Netflix's 14 Emmy nominations—and its three wins for House of Cards.) The result? Hollywood stars and gatekeepers are now thinking digital first, trying to catch web-bred viral personalities who've beaten them to the punch.
It's not just Project Runway contestants that hope to get into Young Hollywood's good graces: If The White House Correspondents' Dinner this year was any indication (The Hills' villains Heidi Montag and Spencer Pratt were among President Bush's honored guests), the nation's political elite also aims to play nice with reality TV stars, party-prone socialites and other E! Channel regulars.