Are Today's Movie Franchises Transmedia?

Transmedia involves telling a story across multiple platforms, but this storytelling genre/technique is often described as not including "franchises" with stories told across film, cartoon, comic and video game adaptations. However, today’s world includes multi-film behemoths like the Marvel Cinematic Universe (MCU), where advertising, media tours and story tie-ins (short films like the Marvel One Shots, TV shows like Agents of Shield, and specific canon MCU comics like "Black Widow Strikes") can have a large impact on a fan’s experience of the story. Can franchises provide a valid transmedia experience, or can they exclusively use transmedia "tricks" to control their audiences?