The apostrophe can be used to show who things belong to. If an item belongs to something, the apostrophe shows us who, by sitting at the end of the noun. If that noun doesn't end in s, the apostrophe ...
JANINE: Big crowd in tonight, Jeff. JEFF: Including Bob the superfan. Bob here has never actually seen Jess perform. JANINE: Let’s help him picture her in his head - we can use metaphors and similes.