ABSTRACT
This chapter maps the evolution of transmedia storytelling through the lens of film and cinema. From 1999 to the present day I outline the evolving set of practices and conventions that were first initiated by The Matrix and The Blair Witch Project. These examples are representative of the two trajectories of transmedia film that I refer to as “franchise” and “campaign,” respectively. I propose a shift in the nature of transmedia audience interaction since 1999 which spans the embedded engagement of early Alternate-Reality-Game-based-transmedia to the embodied experiences of contemporary transmedia film extensions such as virtual reality and immersive film exhibition.
