transmedia fundamentals
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Transmedia FundamentalsSeminarAnita Ondine
Vancouver, BCThursday, April 28, 2011
!
Merging+Media Seminar+Lab Slides by Anita Ondine is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.
@anitaondine
#mergingmediabc
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
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
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