transmedia4 dallas

DALLAS VIDEO FESTIVALSeptember 25, 2011

(c)Nick DeMartino Consulting 2

Transmedia


WHY ME?

• Movie Geek

• Journalist• Filmmaker• Marketer• Strategist


WHY ME?

20 years at AFI:

• Computer Media Salons

• Enhanced TV Workshop

• Digital Content Lab• DigiFest

(c)Nick DeMartino Consulting

WHY ME?

Nick DeMartino Consulting

Digital media strategy:

Content, distribution, markets.


WHY ME?

www.tribecafilm.com

http://www.tribecafilm.com/


TransmediaWhat is it? …


TransmediaWhy Should You

Care?


DEFINITION

Transmedia is…


DEFINITION

…an adjective


DEFINITION

Commercial transmedia

supersystems

From “Playing with Power in Movies, Television and Videogames” by Marcia Kinder (1991)


DEFINITION… Transmedia Storytelling: • Across multiple media• Each contributes to fan’s

understanding of story• Multiple entry points into

storyHenry Jenkins: Transmedia Storytelling


DEFINITION…

• Immersion in story & its world

• Game-like play• More than an adaptation

Henry Jenkins: Transmedia Storytelling


DEFINITION…

“The art of conveying messages themes or

storylines to mass audiences through the artful and well

planned use of multiple media platforms."

Jeff Gomez, Starlight Runner


DEFINITION…

“A Transmedia Narrative project or franchise must consist of three (or more) narrative storylines existing within the same fictional universe on any of the following platforms: Film, Television, Short Film, Broadband, Publishing, Comics, Animation, Mobile, Special Venues, DVD/Blu-ray/CD-ROM, Narrative Commercial and Marketing rollouts, and other technologies that may or may not currently exist...


DEFINITION

…These narrative extensions are NOT the same as repurposing material from one platform to be cut or repurposed to different platforms.”


DEFINITION

Brian Clark, GMD Studios

“Transmedia storytelling” is the label for when

you’re creating a story as the primary storytellers

and intending to tell your story across multiple

channels.”


DEFINITION“Transmedia storytelling is

the future of marketing. And those who can span across formats and share their expertise will stand out in an age of Digital

Relativity.” Steve Rubel, Edelman Digital


EXAMPLE?


YOU COULD SAY:

Franchise.Multiplatform.

ARG.Interactive.Multimedia.


PRECURSOR

1981: TAMARA. Interactive Theatre


PRECURSOR

1990: Hyperland BBC & Douglas Adams


PRECURSOR

1992: MYST from Cyan & Broderbund


PRECURSOR

1992: Bram Stoker’s DRACULAGame based on Coppola’s Film


PRECURSOR

1995: In the First DegreeInteractive CD-ROM from Broderbund


PRECURSOR

1995: Johnny Mnemonic. CD-ROM from Sony Imagesoft


PRECURSOR

2002: Push, Nevada: ABC & LivePlanet

Play along with the mystery to win $$


PRECURSOR

2003: Battlestar Gallactica. AFI team: Schematic, Syfy, others


DEFINITION

“STORYTELLING WITHOUT BOUNDS”

Filmmaker and Transmedia Producer Lance Weiler


BREAKTHROUGHS

2006: LOST EXPERIENCEARG-plus from ABC & Hi-ReS


BREAKTHROUGHS

2007: HEROES 360 (later Evolutions)Digital extension from NBC & Jesse Alexander


BREAKTHROUGHS

2007: The Truth About MarikaARG from Company P.


BREAKTHROUGHS

2008: WHY SO SERIOUS? ARG from WB & 42 Entertainment


BREAKTHROUGHS

2010: HEAD TRAUMA/Hope is MissingLance Weiler/ Seize the Media


BREAKTHROUGHS

2010: CONSPIRACY FOR GOOD.Tim Kring & Nokia


BREAKTHROUGHS

2010: COLLAPSUS. From Submarine & VPRO

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BREAKTHROUGHS


UNSPEAK is a transmedia project focusing upon how language impacts issues. From

Tommy Pallotta


Now Playing

2011: Rockstar GamesImmersive décor, real photos, ebook

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Now Playing

2011: Beckinfield – User submitted videos tell the story of a town

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Now Playing

2011: Nexus Humanus from Michael Grant


Coming Soon

Fourth Wall Studios - first-look deal with Imagine Entertainment


Coming Soon

New transmedia studio from Guillermo del Toro

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Test Subjects Needed


42 ENTERTAINMENT has created HUMAN PRESERVATION PROJECT,

an ARG backed by Wrigley Gum

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Complex & immersive


Online rumors>Live events>Phone Calls>YouTube

videos>Website A >Backstory/Themes Revealed >Register>Objects with QR

code mailed>Website B>Back Story Videos>Gameplay &

Levels>Codes from Gum>Facebook>Secrets… ???

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Rumors


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Events


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Events


50

Object


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Website


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Facebook site


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Indie Models for TM


• No-budget aesthetic• Grass-roots / DIY / “some budget”

• R&D• Fan Incubation

• Fan Funded (think pre-sale)• Arbitrage plays• Audience Product• Infrastructure Play


RESOURCES


RESOURCES • • argn.com• unfiction.com/• movieviral.com/

• transmediaartists.c

om


RESOURCES • • jawbone.tv•powertothepixel.com

• workbookproject.com

• yousuckattransmedia.

com


RESOURCES

Coming Soon:• Story World Conference

• DIY Days Los Angeles• Futures of

Entertainment (MIT)

Nick DeMartinoTwitter: nickdemartino

www.delicious.com/afinickd/transmedia

(213) [email protected]

http://www.nickdemartino.net/

Thank you for your attention.

Let me know how I can help.

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