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DALLAS VIDEO FESTIVALSeptember 25, 2011
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Transmedia
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WHY ME?
• Movie Geek
• Journalist• Filmmaker• Marketer• Strategist
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WHY ME?
20 years at AFI:
• Computer Media Salons
• Enhanced TV Workshop
• Digital Content Lab• DigiFest
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WHY ME?
Nick DeMartino Consulting
Digital media strategy:
Content, distribution, markets.
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TransmediaWhat is it? …
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TransmediaWhy Should You
Care?
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DEFINITION
Transmedia is…
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DEFINITION
…an adjective
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DEFINITION
Commercial transmedia
supersystems
From “Playing with Power in Movies, Television and Videogames” by Marcia Kinder (1991)
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DEFINITION… Transmedia Storytelling: • Across multiple media• Each contributes to fan’s
understanding of story• Multiple entry points into
storyHenry Jenkins: Transmedia Storytelling
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DEFINITION…
• Immersion in story & its world
• Game-like play• More than an adaptation
Henry Jenkins: Transmedia Storytelling
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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
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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...
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DEFINITION
…These narrative extensions are NOT the same as repurposing material from one platform to be cut or repurposed to different platforms.”
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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.”
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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
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EXAMPLE?
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EXAMPLE?
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EXAMPLE?
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YOU COULD SAY:
Franchise.Multiplatform.
ARG.Interactive.Multimedia.
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PRECURSOR
1981: TAMARA. Interactive Theatre
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PRECURSOR
1990: Hyperland BBC & Douglas Adams
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PRECURSOR
1992: MYST from Cyan & Broderbund
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PRECURSOR
1992: Bram Stoker’s DRACULAGame based on Coppola’s Film
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PRECURSOR
1995: In the First DegreeInteractive CD-ROM from Broderbund
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PRECURSOR
1995: Johnny Mnemonic. CD-ROM from Sony Imagesoft
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PRECURSOR
2002: Push, Nevada: ABC & LivePlanet
Play along with the mystery to win $$
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PRECURSOR
2003: Battlestar Gallactica. AFI team: Schematic, Syfy, others
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DEFINITION
“STORYTELLING WITHOUT BOUNDS”
Filmmaker and Transmedia Producer Lance Weiler
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BREAKTHROUGHS
2006: LOST EXPERIENCEARG-plus from ABC & Hi-ReS
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BREAKTHROUGHS
2007: HEROES 360 (later Evolutions)Digital extension from NBC & Jesse Alexander
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BREAKTHROUGHS
2007: The Truth About MarikaARG from Company P.
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BREAKTHROUGHS
2008: WHY SO SERIOUS? ARG from WB & 42 Entertainment
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BREAKTHROUGHS
2010: HEAD TRAUMA/Hope is MissingLance Weiler/ Seize the Media
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BREAKTHROUGHS
2010: CONSPIRACY FOR GOOD.Tim Kring & Nokia
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BREAKTHROUGHS
2010: COLLAPSUS. From Submarine & VPRO
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BREAKTHROUGHS
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UNSPEAK is a transmedia project focusing upon how language impacts issues. From
Tommy Pallotta
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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
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Coming Soon
Fourth Wall Studios - first-look deal with Imagine Entertainment
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Coming Soon
New transmedia studio from Guillermo del Toro
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Test Subjects Needed
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42 ENTERTAINMENT has created HUMAN PRESERVATION PROJECT,
an ARG backed by Wrigley Gum
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Complex & immersive
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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
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Object
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Website
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Facebook site
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Indie Models for TM
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• No-budget aesthetic• Grass-roots / DIY / “some budget”
• R&D• Fan Incubation
• Fan Funded (think pre-sale)• Arbitrage plays• Audience Product• Infrastructure Play
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RESOURCES
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RESOURCES
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RESOURCES • • argn.com• unfiction.com/• movieviral.com/
• transmediaartists.c
om
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RESOURCES • • jawbone.tv•powertothepixel.com
• workbookproject.com
• yousuckattransmedia.
com
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RESOURCES
Coming Soon:• Story World Conference
• DIY Days Los Angeles• Futures of
Entertainment (MIT)
Nick DeMartinoTwitter: nickdemartino
www.delicious.com/afinickd/transmedia
Thank you for your attention.
Let me know how I can help.