Abstract: A method and system for marketing a product. The method includes establishing a community of online users for the development and marketing of a movie. A fund is established for distribution to the community of users. At least one activity is provided that invites participation by the community of online users. Activities are offered in connection with the development of the movie and to generate interest in the movie. Means are established for gauging participation of the users in the activities. The community of users is rewarded from the fund as a function of participation in the activities. Ownership interests in the product are established for users in the online community by including revenue generated in relation to the movie.