On Friday, April 12, 2013, the UCLA School of Theater, Film, and Television is teamed up with USC Annenberg School of Communication and USC School of Cinematic Arts for the Transmedia, Hollywood 4: Spreading Change conference. Presented by the Andrew J. Kuehn Jr. foundation, the theme of the conference was “Spreading Change”.  The event was held at UCLA’s James Bridges Theater from 9:00 AM to 6:00 PM and was followed by a reception.

Transmedia entertainment has been advanced within the Hollywood system primarily through a logic of promotion, audience building, and engagement, offering the ideal tools for capturing the imagination of networked audiences through the creation of immersive and expansive imaginary worlds. As transmedia has spread around the world, especially to countries with a much stronger tradition of public media, these same practices have been embraced as a means not of building fictional realms but of spreading change throughout the world.