Well, more like, studying the way film and television becomes a *part* of the common stories we tell each other -- yes, they're commercial in origin (although they are all still "storytelling"), but where they really intersect folklore, I think, is the way that the audience takes them and they become a part of the way we relate to each other. (Which, if you notice, is not a million miles away from the concept of what we're doing with fanfic, either. But there's a difference between the way fic writers take the commonly-held properties, which are valuable because of their familiarity, and use elements of them to tell new stories; and the way, for example, you can argue that part of a shared culture is as much the ability to make offhand references or jokes to "Gilligan's Island" and have them be understood, as it is the ability to do that with what people would think of as the more classic folkloric canon, like Little Red Riding Hood.) (We've had some of our students do theses going both ways -- a recent grad looked at "Let the Right One In", while a past grad did work on the manifestations of LRRH in popular culture, from cartoons to advertising; which she turned into a published book.)

We'd call that "folklore", but I think at some point, the line between "folklore" and "social anthropology" is so fine as to be unimportant. At some institutions, you'd get your degree in Anthro, in some, in "Cultural Studies", and at a few remaining places, in "Folklore". (Folklore is, I suppose, a subset of Anthro in that it's looking at specifics kinds of cultural interactions; then again, "folkloristics" as a discipline has a pretty venerable history, and as we tend to explain it to people, it's more of a combination of the disciplines of the social sciences and the humanities. Where I am, Anthro is defined as a social science. Even the "soft" parts, as opposed to the more sciency parts.)