Brad Haugen, the executive vice president of digital strategy and growth at Lionsgate and 3 Arts, said traditional media companies should welcome opportunities to work with creators and embrace their importance. “We have, potentially, the next great filmmaker, the next great TV showrunner, the next great digital entrepreneur,” he said. “Creators are not just there to market products. They’re not just there to do internet stuff. They’re actually the next Spike Jonze and the next Sofia Coppola.”