"By harnessing transmedia, the creators of the Twilight Saga took a $37 million film and turned it into a $6 billion franchise...
"...It did not have a blockbuster budget, which is encouraging because it means that [with] any property you have an opportunity to hit the zeitgeist of the cultural landscape and your audience.”
The first Twilight movie came out in 2008, when social media was taking off in a big way.
The creators used Myspace, Facebook and Twitter to reach fans, held online contests, created a Twilight time capsule – where fans can upload their own photos – published graphic novels and created a Twilight mythology guide upon which fans could base their own Twilight-themed stories, while remaining true to the saga’s characters and plot. That fan fiction resulted in Fifty Shades of Grey. Despite Twilight’s success with transmedia, not everyone in the TV and film industry has bought in. The industry is still trying to figure out if YouTube, social media and second screen devices (tablets and smartphones) are friends or foes...."