"When I first started, you would a pitch a story because without a good story you didn’t really have a film. Later, once sequels started to take off, you pitched a character because a good character could support multiple stories. And now, you pitch a world because a world can support multiple characters and multiple stories across multiple media".
Henry Jenkins, Convergence Culture. Where old and new media collide, New York et Londres, New York University Press, 2006.