ABSTRACT
The emergence of media forms based on transmedia storytelling as a way to conciliate narrative bids and digital technologies cannot be entirely analyzed without framing each of these forms within the specific industry contexts that generated them. This chapter examines how the economic and industrial conditions in which Hollywood-based commercial transmedia projects operate affect the discursive structure as well as the intertextual nature of transmedia projects—arguably for the worse, as they are bent to the needs of branding or franchise strategies. Conversely, the independent film sector has always proved to be a more fertile ground for the production of pioneering transmedia projects and the concept of transfiction.
