jj abrams understands engagement

Fringe, the new JJ Abrams scifi show premiered last night. A great show for sci fi/Abrams fans to be sure - but another Abrams lesson in content development for everyone else.

Old school content producers continue to struggle with how to incorporate the internets into their work. JJ Abrams has taken the same approach with all of his productions - and created a winning formula that gives his fans something else to consume, explore, and chat about. He gets that the "show" doesn't end at 10p eastern.

Last night's episode featured a company Massive Dynamic. Well of course, there's a Massive Dynamic website . And I'm sure there are countless hidden jems within the site for fans to discover.

Way to go, JJ. Are you extending your brand as far as you can?

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