With an agonizing four months delay I came across “Hope is Missing”, Lance Weiler (yes, the guy behind the film Head Trauma, who invented all those funky promotion and distribution strategies on the internet (check the Head Trauma comic), who co-founded “the discover and distribution festival” From Here to Awesome, who is also writing a book “How to put the Mass back in Media”, a genius).

Hope is Missing is a MIG (media integrated game play), also renamed as a “cinema ARG”. Difference with ARG, according to Lance: “Sometimes ARGs are dense and take a quite a bit of time to get into. With this we were doing media-integrated gameplay. You can enjoy it at multiple levels. You could dig as deep as you want, but you can just look at the web videos if you want. You don’t have to play the game.”

Lance Weiler is a truly cross-media evangelist : “We live in a remix culture, an on-demand culture. Media consumption is changing, and because of that media creation is changing. Everything now has become decentralized, controlled by the end user. When that happens it’s about discoverability. It’s all about empowering that user and finding ways to interact with them, and the language of that storytelling has changed.”
See Lance Weiler interview by Christy Dena here.