Transmedia and the studios

Yesterday's post about transmedia and the interactive filmmaker highlighted the challenges of developing a transmedia story for independent creators. It's interesting, then, to look at an example of an expansive transmedia campaign from a studio -- in this case, Warner Brothers' Alternate Reality campaign for The Dark Knight. ((Much of the transmedia strategy and implementation was run by the folks at 42 Entertainment, some of whom later split off to found No Mimes Media.)) Independent productions are not going to be able to implement an ARG of this scope, but it's nonetheless good brain candy for the concept of taking a movie "outside" the theater.