“Bullet screen”, or “dan’mu” in Chinese, is an emerging new feature on online video sites in China and Japan, which allows real-time comments from viewers to fly across the screen like bullets. Mostly used for virtual nods and zingers, this “social viewing” feature is phenomenally popular with the younger crowd. In fact, it is so popular that several theaters in China have been incorporating this practice into special screenings that display streams of text messages sent in by the audience. It’s unclear whether this trend will spread to global markets, but it’s an excellent example of how media channels can adapt to user behavior.