New and sealed in plastic - The cover story the rise in "transmedia" storytelling -- the growing integration of TV and movie storylines with alternate-reality games, mobile internet, even street-corner stunts. We talk to the key players -- including Tim Kring, who unfolded Heroes over multiple formats and is now, with Christopher Sandberg, behind Conspiracy For Good; Hoodlum's Nathan Mayfield and Tracey Robertson, creators of Day X Exists, an interactive game which ties in with the Angelina Jolie summer movie Salt; Lance Weiler, of Head Trauma and Hope is Missing; and even the team behind the Doctor Who game extensions.
