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Generally, companies want to retain creative control over their intellectual properties and are wary of fan-created works, like fan fiction.
However, because machinima provides free marketing, they have avoided a response demanding strict copyright enforcement.
In 2003, Linden Lab was praised for changing license terms to allow users to retain ownership of works created in its virtual world Second Life.
Rooster Teeth initially tried to release Red vs. Blue unnoticed by Halos owners because they feared that any communication would force them to end the project.
However, Microsoft, Bungie's parent company at the time, contacted the group shortly after episode 2, and allowed them to continue without paying licensing fees.

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