Transmedia storytelling is when, content becomes invasive and fully permeates the audience's lifestyle. A transmedia project develops storytelling across multiple forms of media in order to have different "entry points" in the story; entry-points with a unique and independent lifespan but with a definite role in the big narrative scheme.
The Labyrinth Project's Marsha Kinder calls them “commercial transmedia superstructures” in her 1991 book Playing with Power in Movies, Television, and Video Games: From Muppet Babies to Teenage Mutant Ninja Turtles. She goes on to say “transmedia intertextuality works to position consumers as powerful players while disavowing commercial manipulation.”
In MIT media studies a professor know as, Henry Jenkins used the term in his MIT Technology Review article, "Transmedia Storytelling," where he reflected Kinder's assumption, via analysis of mass-market entertainment, that the coordinated use of storytelling across platforms can make the characters more compelling.
In his book Convergence Culture, Jenkins further describes transmedia storytelling as storytelling across multiple forms of media with each element making distinctive contributions to a fan's understanding of the story world. By using different media formats, transmedia creates "entrypoints" through which consumers can become immersed in a story world.
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