Lance Weiler has a nice, albeit short, piece in Screen Daily on the audiences role in crafting cross-platform narratives (aka transmedia). Here's a taste, but check out the whole thing:
Pre-production, production and post are melding ― so why do most producers wait until the film is finished to engage their audience? The art and craft of how stories are designed, delivered and shared must catch up with the realities of how audiences are consuming them. This points to a number of new and exciting storytelling possibilities. The audience is telling us what they want, we just need to start listening.
Lance will be at Power To The Pixel, along with yours truly, Brian Newman, and a host of other fantastic folk that I can't wait to meet.