'It’s over twenty years since professor Marsha Kinder coined the term ”transmedia” and over seven years since professor Henry Jenkins published the seminal work ”Convergence Culture”. Transmedia as such is, as many have pointed out over the years, not anything particularly new, despite the aura of buzzwordyness the term has acheived.
Still, it’s apparently a difficult thing to get right. And not getting it simply quite right, but really-really-on-the-spot-just-a-little-bit-to-the-left-aaah-that’s-it!-right, the kind of right you need as a content producer today, to cut through the clutter in a meaningful way that resonates with an audience.
The other day ”Pacific Rim” opened to a disappointing less-than-40-million opening weekend take. They, as Jeff Gomez pointed out to Business Insider, did not get it right. Releasing a graphic novel and launching a web site to tell some of the back story is all well and good, but the project could have given scope to so much more in storytelling terms – potential that now remains largely unfulfilled....'