When I was in London I was lucky enough to be invited to a screening of the new BBC flagship drama Merlin at the IMAX.
It was awesome.
The show is a prequel to the Arthurian legend: it tells the story of Merlin and Arthur as young men at the very beginning of their own myths.
[Think Smallville for Camelot and you begin to get the idea.]
Like Smallville, it has a weight of myth to proleptically reference, adding in layers of meaning to anyone with a working, or even glancing, knowledge of the British equivalent of superheroes.
Perhaps appropriately then, it looks like the BBC have made a decision to build a robust, expansive and, dare I say it, transmedia world around the new show. There's a Youtube channel, and fan forums waiting with bated breath for the premiere.
The Merlin website features a bunch of background snippets but shows promise of much more to come.
I was assured that this is the first BBC show where they have allowed the producers to really build something as ambitious as they wanted.
[I can only imagine the bureaucracy that comes with a bbc.co.uk/ url.]
There are tricks to be learned, secrets to be revealed via mouse click incantations, and a stunning little augmented reality thing that really needs to be experienced.
I got a chance to play with it first hand at the screening. An augmented reality technology developed by Inition allows you to experience conjuring: a webcam image of yourself responds to a specific pattern on promotional postcards, and creates 3D images and video into the palm of your hand.
The show premieres this Saturday 20th September on BBC 1, so set your DVR and see if you can get hold of one of the postcards.