A few decades after the halcyon days of Mad Men, advertising began to give way to a terrible step-child called Public Relations. The goal of PR was to build brands because, as it turns out, telling people to like your product is much harder than having someone else tell people to like it. In fact the former is pretty close to impossible — otherwise new companies would pop up constantly with promises that their widget was the best, and we’d nod our heads thinking, “They seem honest and legit! Five widgets please!” There’s a lot of science to explain why we don’t trust advertising, and a pretty great book on the subject, but there’s a fundamental problem (for companies) with PR. While you can completely control the ads that people don’t trust, you can’t control public relations. At least not as much as you’d like. You can’t eat your cake and entice people to buy it, too. To be fair, movie studios have accepted that shift relatively well — probably because PR solves the age-old problem of having to advertise a new product (and make millions of people believe in it) every other month or so. But now that the Aint It Coolism of internet movie sites has reached gargantuan levels, studios are scrambling for some semblance of control over the things they don’t want out in the open yet. The latest, biggest example is Paramount sending copyright violation notices to random Twitter users for sharing Teenage Mutant Ninja Turtles concept art.