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Transmedia Fundamentals Seminar Anita Ondine Vancouver, BC Thursday, April 28, 2011 Merging+Media Seminar+Lab Slides by Anita Ondine is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License .

Transmedia Fundamentals

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What is Transmedia? How does it change your approach to developing your media project? What are some basic parameters of a transmedia project? - Learn here! "These slides from Anita Ondine are being made available under a Creative Commons Attribution-ShareAlike 3.0 Unported License."

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Page 1: Transmedia Fundamentals

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.

Page 2: Transmedia Fundamentals

@anitaondine

#mergingmediabc

Page 3: Transmedia Fundamentals

Agenda

• Definitions

• Uses of transmedia

• Transmedia State of Play

• HiM / Pandemic Case Study

Page 4: Transmedia Fundamentals

Cross-Media

Multiplatform

Transmedia...Definitions What does it all mean?

web

ARGs

console gamestelevision

telephone

live eventsmobile apps

merchandiseConvergent

Experimental

Page 5: Transmedia Fundamentals

Transmedia

No boundariesNo borders

that exist beyond a single screen

Telling a story... or many stories

Using multiple media platforms & story forms

Definitions

Page 6: Transmedia Fundamentals

Definitions

mobile apps

web

ARGs

gamestelevision

telephone

live events

merchandise

STORY

social media

film

Unified storyworld

Page 7: Transmedia Fundamentals

Audience ParticipationDefinitions

For the audience to enter the storyworld

And influence it...

Participate in it...

Page 8: Transmedia Fundamentals

Definitions Participation pyramid

Evangelists

Casual

Engaged

Producers

Players

Passives

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Passive > Participatory

ubiquity

scarcity

plenitude

television

itv / digital television

dvd

internet

cinema

cabletelevision

mobileapps

games

books

UGC

Twitter

passive interactive participatory

Page 10: Transmedia Fundamentals

Social entertainmentDefinitions

Story / Narrative

Social / Community

Game Mechanics / Participation

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Uses of Transmedia

• Tell stories

• Creative extensions to the storyworld

• Market and promote

• Develop / pilot concepts

• Build audiences

• Access new funding and revenue streams

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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

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State of Play Hollywood Takes Notice

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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

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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

Page 16: Transmedia Fundamentals

HiM / PandemicCase Study

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Pandemic App

• Crowd sourced “nests”

• Players connect and communicate via Twitter

• Geo-locational

• Think global, act local

photo by: anita ondine

Page 18: Transmedia Fundamentals

Conclusion

Market conditions

Audience behaviour

Technology innovation

The perfect storm