Many things have changed since WME-IMG made their record purchase of the UFC last year. Matchmaking and building pay-per-views have been altered considerably, and the chase of the almighty dollar appears to be as prominent as anything that suggests MMA is still a sport.
Some athletes under the promotion's umbrella have shown up in movies or are going to, which is an interesting turn of events. Back in the days when the Fertittas ran things, any cinematic crossovers were purely coincidental and largely focused on the biggest stars the UFC had to offer.
When new ownership took over, they began to tout the possibility of commoditizing their fighters in the Hollywood realm with far greater regularity.