io9 asked "Why Is It So Hard To Start A New Franchise". This scifi site is more concerned with mass media studio product than what we've been discussing, but if you asked me their answer lies in The Search For The Word. As we discussed there, not only do filmmakers have move beyond the limits of the film screen and bring their narratives into true cross-platform cohesion and true transmedialand, but we have to help audiences embrace it. That union between audience and content will be greatly enhanced once we find that word. We have to rename the entire galaxy of content focused around that specific story. What is that word?!
io9 is a pretty swell site. Check it out.