"We no longer simply consume marketing campaigns; we've become active participants in them, as can be seen in the recent trend in transmedia storytelling. Today, the movie released in cinemas is just one part of a wider narrative jigsaw that stretches beyond the confines of the theatre and across other forms of media. In order to receive the complete movie experience for a film such as Scott Pilgrim vs the World, fans must track down the various strands of storyline in prequel comics, online games and the movie itself, joining up the dots through a complex network of associated content. This has created a sense of involvement that has enabled marketers to transform us into champions who are essentially an extension of their own efforts to create a buzz around the film."
