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Pre-modern stories worked a bit like this. The story doesn't necessarily have a canonical version, and is told and performed by people who constantly adjust it to the audience's interests. When the bard sings in the local baron's court, he puts the baron's ancestors in the story.
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Maybe you get bard-as-a-service, your own personal entertainer AI, who will sing a song, direct a movie, or sketch a cartoon that dynamically remixes the IP into something designed to appeal to you personally.
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I suppose the simple version of this is editing out culturally-inappropriate stuff on a per-region basis, then modifying whole characters to appeal to national ideals, then targeting specific demographs with custom versions, then full personal tailoring.