Fuck the marketing pitch. Basically, in this bold new era of distracted viewing, Fourth Wall is attempting to involve your phone, laptop and/or iPad in the storytelling process; rather than draw you out of whatever you’re watching, they’ll supply you with integral information or a hilarious, if somewhat narratively-extraneous scene (e.g. an accidental visit to Ron Artest’s Metta World Peace’s recording studio) – and the more of these supplements you view, the more achievements you rack up, which in turn allows you to watch more supplemental videos (it’s kind of like competitive viewing). There are a ton of buzzwords that describe what Fourth Wall is up to (transmedia, gamification, etc.), but, basically, provided the primary content is entertaining, it’s just more of a very good thing.

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