In my earlier post, I outlined the five senses by which we interact with music, books, shows (including movies, television, and cinema), and games. I have created an Infographic to outline how the different Media relate to each other on a continuum of Passivity to Activity.
Passive Media need Passive Senses (Seeing & Hearing) while Active Media /Games need Active Senses (Touch & Speech). Both Passive and Active Media need the Bridging Sense of Awareness.
Upon further investigation, it becomes apparent that Passive Media can expand to become Active by engaging in the development of Fan Clubs (Speech Sense) and expanding into games as evidenced by popular movies being made into games. These expansions become a way for Passive Media to become Active, deepening a relationship between a fan and a franchise.
Active Media / Games have done the same thing. There are novels written on Starcraft, movies set on the Mario Brothers, and game music played live by orchestras. Any franchise can migrate across Passive and Active Media to deepen relationships with its fan base.