Why Hollywood filmmakers see their future in multimedia storytelling

Narrative treasure trove inside Guillermo Del Toro's
sketchbook for Pan's Labyrinth  

Acclaimed film director, producer, screenwriter and designer Guillermo Del Toro, best known for films such as Pan’s Labyrinth and Hellboy, says he's eagerly branching into television and working with Dreamworks Animation. Why?  He told reporters at the Toronto International Film Festival that storytellers of the future, including himself, need to embrace multiple media platforms (including games) because they offer enormous narrative possibilities. Read more about this at techland.com. 

Marketing communicators will follow suit, no doubt, perhaps more quickly and aggressively than filmmakers simply because campaigns are much smaller, more focused productions. Can we expect transmedia marketing campaigns any time soon from pioneering brands like Nike, BMW and Starbucks?