“Films, games, experiences, content – it’s the ability to craft one immersive world that is cohesively connected through all these interaction points.”

Maher said this approach changes the way audiences engage with the content they consume. He said this type of immersive world-building gives consumers an opportunity to become active participants in the stories being told through their favorite platforms.

How vague and ominous; no idea what this person is actually talking about but the way they say it makes it sound like a sure thing it’s some terrible crime against culture

Just skimming the first paragraph it sounds like a cart before the horse problem. They’re trying to make multimedia franchises first without allowing organic popularity to spring up to sustain it.