After studying the transmedia campaign for David Fincher’s Girl With the Dragon Tattoo at http://www.whatishiddeninsnow.com/, I realized that transmedia’s real world components don’t drive viewers deeper into the online space. They connect viewers to human interaction,human interaction made safe through the mediation of social media.
These analog components are more like the 60s happenings or even theatrical events like Tony ‘n Tina’s Wedding. Even vicarious engagement with them can be deeply pleasurable for audiences used to connection from a distance from ‘like’ buttons and Yelp reviews.
So many currents come together in this project: spectatorship, gaming, reality shows (“Amazing Race”) with a haunting lyricism.