In a post entitled "Issues Of Sustainability" on the Filmmaker Mag Blog, Lance Weiler talks about how we as filmmakers can produce for today's evolving audiences. In talking to filmmakers, I still find they often don't yet fully conceive what it means to adopt a "transmedia" approach to storytelling and marketing. On the other side of the spectrum though is what made Wired's recent post on "Why Hollywood Needs a New Model For Storytelling" such a gas -- they've got it and got it good. Check it out. We may not need to build the ARGs and seed the story so heavily on blogs and elsewhere as Scott Brown writes about, but we do need to give serious thought about how the hell to build audiences for our stories.