GI's Andrew Reiner: "A tornado made entirely out of cash sits at the heart of today's entertainment business. Its strong winds are rattling the motion picture, video game, and literary sectors. When a new intellectual property is created in one of these areas, it is engulfed by the storm. As it swirls through the dollar bills, pieces of it are jettisoned, falling like snowflakes across all entertainment mediums.
With any luck, that intellectual property will strike gold in each of these entertainment sectors. It happened to Star Wars, and almost every intellectual property holder hopes it will happen with their new creations as well. The term used most often to describe this mass media convergence is "transmedia storytelling."