Transmedia

a convergence of multiple forms of media to tell a story, either simultaneously or asynchronously.

Currently seen as a marketing tool.

The Matrix is seen as an example of Transmedia because it allowed audiences to explore the story of the Matrix in several media such as comics, video games, and film. District 9 and True Blood are other stories that have used several platforms to engage audiences before the 'main' story is released to a wider audience.