I briefly mentioned drillable media in a previous post "World Building: An Example", but what exactly do I mean by that?
Moloney (2011) asks "How can we activate the public’s curiosity, enough to sleuth out more depth and detail on their own?". Basically, what must be done to make the viewer, your audience, dig more deeply, or drill, into the media. This is where a more detailed world, that you can hint at in the primary text, comes in.
If you have solid world building, creating transmedia stories, or an expanded universe, for the audience to absorb isn't a major challenge. Then you just need to focus on how to combine this expanded universe with your primary media in such a way as to not detract from the core text. You want to encourage your audience to go looking for more, to want more, but you also don't want to distract them from the story you are trying to tell. Equally, some people simply don't want more, and trying to overtly force it can put those people off entirely, stopping them from enjoying the original media.
So as you can see it is a balancing act, creating and presenting a world that has more to it, but also not forcing the subject and just allowing peoples natural curiosity to take hold.