Revenge of the Origami Unicorn: The Remaining Four Principles of Transmedia Storytelling

"Miyazki is making the case, then, that immersion - the ability of consumers to enter into fictional worlds - was the driving force behind the creation of cinema and has fueled the development of many subsequent media."

http://henryjenkins.org/2009/12/revenge_of_the_origami_unicorn.html