Red vs. Blue, the cult hit, web-video series created from in-game Halo footage ... that fan-made machinima can be a "subversive marketing vehicle," says Paul Marino, author of The Art of Machinima.

Machinima signaled a new world where that footage—of Halo, in Red vs ... dozen seasons’ worth of episodes. Red vs. Blue would go on to develop a huge fan base and become a geek touchstone ...