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."

1. !
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.

2. @anitaondine
#mergingmediabc

3. Agenda
• Definitions
• Uses of transmedia
• Transmedia State of Play
• HiM / Pandemic Case Study

4. console games
television
telephone
Experimental
web
merchandise
Convergent
Cross-Media ARGs
live events
Multiplatform mobile apps
Transmedia...
Definitions What does it all mean?

5. Telling a story... or many stories
that exist beyond a single screen
No borders
No boundaries
Using multiple media platforms & story forms
Definitions Transmedia

6. television games
film
telephone
STORY
web
merchandise
ARGs social media live events
mobile apps
Definitions Unified storyworld

7. For the audience to enter the
storyworld
Participate in it...
And influence it...
Definitions Audience Participation

8. Producers
Evangelists
Players
Engaged
Casual
Passives
Definitions Participation pyramid

9. passive interactive participatory
Twitter
internet ubiquity
mobile UGC
apps
itv / digital games
television
books
cable plenitude
television
dvd
television
scarcity
cinema
Passive > Participatory

10. Game Mechanics /
Story / Narrative Participation
Social / Community
Definitions Social entertainment

11. Uses of Transmedia
• Tell stories
• Creative extensions to the
storyworld
• Market and promote
• Develop / pilot concepts
• Build audiences
• Access new funding and
revenue streams

12. 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

13. State of Play Hollywood Takes Notice

14. 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

15. Transmedia storytelling
gaining traction in brand
campaigns Somers Town
Ken and Barbie
Bing / Jay-Z Decoded
New Old Spice Guy
Brands Investing in
State of Play
Transmedia

16. Case Study HiM / Pandemic

17. Pandemic App
• Crowd sourced “nests”
• Players connect and
communicate via Twitter
• Geo-locational
• Think global, act local
photo by: anita ondine

18. Market conditions
Audience behaviour
Technology innovation
Conclusion The perfect storm