Issue link: https://digital.copcomm.com/i/1542296
20 C I N E M O N T A G E U N I O N R E E L L os Angeles, Calif., Nov 13, 2025 — Af- ter building overwhelming support, creative workers at Theorist Media are calling on owner Lunar X to recognize their unions. The organizing effort in- cludes workers performing a wide range of work — from editing and writing to sound design to thumbnail creation and digital production. Workers first reached out to the In- ternational Alliance of Theatrical Stage E m p l o y e e s ( I AT S E ) , a n d t h e W r i t e r s Guild of America West (WGAW) joined the campaign in order to coordinate or- ganizing efforts for writers. The Motion Picture Editors Guild, IATSE Local 700, is leading the effort for the IATSE-represent- ed classifications. This signals a major step forward for workers across the fast-growing digital media sector. "For more than 20 years, we've watched terrific creators and their content shape YouTube into one of the most powerful THEORIST MEDIA CREATIVES ANNOUNCE JOINT UNION DRIVE WITH MOTION PICTURE EDITORS GUILD AND WRITERS GUILD OF AMERICA WEST platforms on Earth," said Nicole Cepeda, who works in graphics at Theorist. "Now it's time for Theorist and other production companies to take it to the next level. "By unionizing, our goal is to help raise professional standards and bring them in line with the broader entertainment indus- try. The work we do is real, and it deserves real protection." Daniel Zemke, a writer at Theorist, said, "My aunt was the first female president of the Detroit Federation of Teachers, where she fought for collective bargaining rights for educators. She was a force to be reck- oned with, and I'm proud to be continuing h e r l e ga c y b y h e l p i n g b r i n g t h e l a b o r movement to YouTube. We're fighting for fair wages, better working conditions, and a voice on a platform that is sorely lacking in worker rights." D e s p i t e b e i n g p e t i t i o n e d b y a s u - p e r m a j o r i t y o f i t s r e l e v a n t w o r k e r s , Theorist Media — now owned by Lunar X — has declined to voluntarily recognize the unions and is pushing for an NLRB repre- sentation election. "All workers have a right to union repre- sentation," said WGAW President Michele Mulroney. "The creatives behind Theorist programming are bringing audiences, ad- vertisers, and profits for Theorist. It's time for the good union jobs to follow." Theorist workers remain undeterred and will continue to demand that Theorist Media and Lunar X do the right thing and voluntarily recognize the unions and quick- ly negotiate fair contracts for their workers. "With all its successful enthusiast sites, Theorist has proven that a huge audience exists for professionally produced content on YouTube," said Alan Heim, ACE, Presi- dent of the Motion Picture Editors Guild. "Now it's time for management to prove that they will do the right thing by the hard- working craftspeople who make all that great content possible." ■