Texting Your Favorite Movie Character Is The Latest Franchise-Building Move

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Franchise building is all about multimedia. The ideal franchise can effortlessly shift formats from movies to TV to books to video games. Earlier this week, the chat fiction app Yarn announced a collaboration with Marvel Entertainment to produce dozens of stories featuring superheroes familiar to movie-goers. Spider-Man, Black Panther, Captain America, Iron Man, the Avengers and the Guardians of the Galaxy will all be appearing as the senders and recipients of text messages, creating an interactive narrative that makes users feel as though they're talking directly to their heroes.

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Marilyn Nguyen