At the height of the Twilight fandom in the heady days of 2010, a new phenomenon started in the fanfic communities I was a part of, known as “pull to publish”. Up until that point, the boundaries between fanfic and traditionally published novels had been pretty sacrosanct — tied into a broader taboo around the legal status of fanfic and the foundational non-commercial ethos that kept everyone “safe” (i.e. if you weren’t making money off your lil stories, there was no grounds for IP holders to establish financial loss). But the 2010s made publishing books much cheaper, and a number of small vanity presses sprung up (often run by fans), offering to turn popular fan stories into “real” novels.
Twilight seemed ripe for this phenomenon because the stories fans were writing were overwhelmingly not about vampires. The most popular novel-length fics of the day recast Edward and Bella in mafia, sporting, or coffee shop romances. They were mountain climbers, or journalists, or tattoo artists. And so to file the serial numbers off and give the characters different names was a relatively straight-forward edit, and suddenly you had a conventional romance novel with a baked-in audience.
“Pulling to publish” referred to taking your fanfic down off fanficdotnet or AO3 and telling your readers they’d soon be able to buy a commercial copy of it. The most famous story pulled to publish was, of course, the juggernaut Fifty Shades of Grey. But while that project was ultimately the most successful, it was only one of several stories that made the leap at the time. Beautiful Bastard (based on Twilight fanfic The Office) became a NYT bestselling series published by Simon & Schuster. Gabriel’s Inferno (orginally a fanfic called The University of Edward Masen) was a two book series eventually adapted into a film.
While the publishing industry kept looking for its next Cassandra Clare (originally a Harry Potter fanfic crossover) or EL James, there were few follow-up hits. With the exception perhaps of the After series of novels based on a popular One Direction story, which have now turned into a critically-panned but financially successful series of movies.