transmedia fundamentals

Transmedia FundamentalsSeminarAnita Ondine

Vancouver, BCThursday, April 28, 2011

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Merging+Media Seminar+Lab Slides by Anita Ondine is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.

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Agenda

• Definitions

• Uses of transmedia

• Transmedia State of Play

• HiM / Pandemic Case Study

Cross-Media

Multiplatform

Transmedia...Definitions What does it all mean?

web

ARGs

console gamestelevision

telephone

live eventsmobile apps

merchandiseConvergent

Experimental

Transmedia

No boundariesNo borders

that exist beyond a single screen

Telling a story... or many stories

Using multiple media platforms & story forms

Definitions

Definitions

mobile apps

web

ARGs

gamestelevision

telephone

live events

merchandise

STORY

social media

film

Unified storyworld

Audience ParticipationDefinitions

For the audience to enter the storyworld

And influence it...

Participate in it...

Definitions Participation pyramid

Evangelists

Casual

Engaged

Producers

Players

Passives

Passive > Participatory

ubiquity

scarcity

plenitude

television

itv / digital television

dvd

internet

cinema

cabletelevision

mobileapps

games

books

UGC

Twitter

passive interactive participatory

Social entertainmentDefinitions

Story / Narrative

Social / Community

Game Mechanics / Participation

Uses of Transmedia

• Tell stories

• Creative extensions to the storyworld

• Market and promote

• Develop / pilot concepts

• Build audiences

• Access new funding and revenue streams

State of Play

• Money flowing into transmedia

• National and Regional funders

• $15m Fourth Wall transmedia studio funded

• Access to $200m fund

• Hollywood takes notice

• Dark Knight

• Lost

• Heroes

State of Play Hollywood Takes Notice

Producers Embrace Transmedia

• PGA Transmedia Producer Credit

• Brian Grazer signs first look deal with Blacklight

• Tim Kring develops transmedia extensions to Heroes

• Anthony Zuiker launches LEVEL 26

• Guillermo del Toro starts Mirada a transmedia studio

• Tom Hanks company Playtone launches a transmedia project

State of Play Brands Investing in Transmedia

Transmedia storytelling gaining traction in brand

campaigns

New Old Spice Guy

Ken and Barbie

Somers Town

Bing / Jay-Z Decoded

HiM / PandemicCase Study

Pandemic App

• Crowd sourced “nests”

• Players connect and communicate via Twitter

• Geo-locational

• Think global, act local

photo by: anita ondine

Conclusion

Market conditions

Audience behaviour

Technology innovation

The perfect storm