This video recaps how multiple platforms were used (by producer J. J. Abrams and director Matt Reeves) to enhance the storytelling of the 2008 American disaster-monster film Cloverfield.
Director Matt Reeves has described the evil Slushy company, the Japanese drilling company and puzzle websites as follows: "It's almost like tentacles that grow out of the film and lead, also, to the ideas in the film. And there's this weird way where you can go see the movie and it's one experience... But there's also this other place where you can get engaged where there's this other sort of aspect for all those people who are into that. All the stories kind of bounce off one another and inform each other. But, at the end of the day, this movie stands on its own to be a movie.... The Internet sort of stories and connections and clues are, in a way, a prism and they're another way of looking at the same thing. To us, it's just another exciting aspect of the storytelling."
You can read a bit more about how other filmmakers (including the latest Batman film) have recently mounted transmedia campaigns in a post by London based social media professional, Robi Chowdhury.