While you were at the movies or watching television, have you ever said to yourself, "I could do that." This is the "big idea" at the heart of Summer Storm Pictures and a fast growing trend in multimedia entertainment. The "do it yourself" trend in multimedia content is the next evolutionary step in entertainment programming. It is a positive step away from reality programming where "the entertained entertain themselves." All one has to do is navigate to websites like YouTube and this becomes evident. While technology may facilitate, demand is truly driving this trend. With high tech "toys" like the iPhone, iPod, media enhanced mobile phones, laptop computers and other gadgets spewing into the consumer marketplace everyday, "screens need to be filled." The old days where the argument "there aren't enough screens" has exploded exponentially to where there are screens of all sizes and shapes to be filled. People and their gadgets are looking for and finding everything from simple distraction to well produced webisodic and feature length entertainment. Technology and entertainment have reached a convergence where the opportunity to exploit creative multimedia is accessible to any creative soul with a computer, an Internet connection, a video camera and multimedia software by which to produce it. Web phenomenons like YouTube and MySpace have turned everyone into a would-be celebrity. The old joke around Hollywood, "everybody's a producer" is no longer a joke. "Everybody's a somebody" now and people are becoming their own agents, creating and distributing multimedia content to a bottomless pit of demand. With this convergence in technology and entertainment has also come a decentralization in production. No longer is a backlot or studio or other centralized production facility necessary to maintain. The machinery of production now resides in the virtual world -- a virtual world where "the office" can be at Starbucks one day and somewhere else the next. Standing sets are vectors and pixels stored on servers and hard drives. Welcome to the world of "pro-sumer" entertainment. A tsunami of consumers and their gadgets are a visual media hungry wave rolling across cyberspace, washing over anyone, sweeping up multimedia content along the way. There are convolutions of this "big idea" that are already happening. Not only is completely original media being made, but after-market fan-driven and produced programming based on existing mainstream properties. That's right! Imagine producing your own "knock-off" webisode of the O.C. or 24, but with you or your friends, or even professional actors. Not only is it compelling, but it's already happening! Fans of the original 1960's television show Star Trek have come together as Star Trek New Voyages, and have built replica sets of such exactness as to be indistinguishable from the original show. They are continuing the "five-year mission" abruptly cut short with the show's cancellation. With the "blessing" of both Paramount and CBS, the intrepid group at STNV has grown from offering "clunky", often re-treaded material and dialogue, to completely original, well written and well produced webisodes of a not-for-profit nature. They have even managed to entice actors from the original show to appear. Granted, the fan base Star Trek has enjoyed throughout the years is a unique case, but it has provided the example of possibility for fans of virtually any mainstream programming to "do it themselves." Why do both Paramount and CBS let this happen? First of all STNV makes no money on the endeavor. It is a show made by fans for fans. But this isn't the whole story. Paramount is producing an upcoming Star Trek motion picture, and CBS has years of Star Trek property to syndicate. STNV is in a sense "free advertising" for them. Eventually some bright executive at Paramount or CBS is going to have the clever idea to co-finance an STNV or some other Star Trek-based fan endeavor because ultimately it is another form of marketing that draws attention right back onto their Star Trek franchise. These are exciting times for creators of entertainment multimedia no matter where it ends up. Whether presented in a traditional venue, on network or cable, or as a downloadable webisode on a mobile phone or computer, "if you build it, they will come," and since technology has put the tools in everyone's hands, how you build a campfire is no longer an issue. Everyone can build a campfire. Now it's how you tell the story around it.