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Robert Pratten: "Transmedia storytellers will often include live events and real world actions in their experiences. As a company that wants to blur the boundary between fiction and reality, we [Transmedia Storyteller] spend a lot of time thinking how creators should tackle this."
The story should really be the focus in the middle, then it branches out into sub-stories -- that both stand alone and also pull more depth into the main story at the same time.