In the early 2010s screenwriting research coalesced around audiences as active co-constructors of meaning, with studies showing that writers tailor dialogue, tone, and structure to perceived viewer motivations. There was a shift toward attention-aware storytelling, where writers aimed to align pacing, cuts, and scene transitions with how audiences allocate visual attention, challenging rigid editing dogmas. Scholars also embraced transmedia thinking, urging writers to plan narratives across multiple platforms and to consider how promotional paratexts shape expectations and engagement.