Transmedia Ready Masterclass San Sebastian Film Festival 2011 bis

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10th Annual International Film Students Meeting
Encuentro Internacional Estudiantes de Cine
59th San Sebastian Film Festival 2011
Tabakalera International Contemporary Culture Centre
NO MORE PLAGIARY PLEASE - MENTION YOUR SOURCES - ASK PERMISSION

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Transmedia Ready Masterclass San Sebastian Film Festival 2011 bis

  1. 1. 10th Annual International Film Students Meeting<br />EncuentroInternacionalEstudiantes de Cine<br />59th San Sebastian Film Festival 2011 <br />Tabakalera International Contemporary Culture Centre <br />Twitter @eiecine #eiecine11 with @TransmediaReady<br />
  2. 2. 10th annual International Film Students Meeting EncuentroInternacionalEstudiantes de Cine<br />San Sebastian Film Festival 2011 <br />Find us on Twitter @eiecine #eiecine11<br />a Masterclass transformed into a brainstorm + workshop in 3 phases<br />1.Transmedia introduction + Q&A <br />2. The 7 Transmedia Families (#7TF tool)<br /> why-how-what <br /> 2-3pm Lunch break - Groups set up <br />3. 3-5pm Think & Do Tank<br /> 'San Sebastian European Capital of Culture 2016'<br />4. Annexes<br />www.slideshare.net/KHwork <br />@TransmediaReady<br />
  3. 3. transmedia storytelling is not linear content or social media (only) ...<br />Video from Starlight Runner Entertainment<br />
  4. 4. 7th ART form... <br />Ars, artis (latin) <br />A technical knowledge, ability to create a form, a human activity that is arranging several forms together addressing the human senses, emotion and intellect.<br />This concept of 'Artis' varies upon geographic and historical elements<br />For ethnologist Marcel MAUSS the object of ART is defined according to the its recognition by a group.<br />Practises, creation, content, can be classified differently according to the creators, the cultures and institutions.<br />Salvatore DALI "Le Bâteau" The Boat 1934-1935<br />
  5. 5. Beyond the 4th Wall and the 3 Units<br /><ul><li>2500 years of theater...
  6. 6. The 4th wallthroughwhichwesee the action in the world of the play</li></ul>(Denis Diderot 18th centuryTheatricalRealism) <br /><ul><li>Extension of the idea to the imaginaryboundarybetweenanyfictionalwork and its audience
  7. 7. 17th centuryclassicaltheater UNITS make the story and action more credible:
  8. 8. TIME UNIT (24 hoursrule for classiclaplays)
  9. 9. LOCATION UNIT
  10. 10. ACTION UNIT (main action/secondary intrigues)
  11. 11. Whatis a performative element in the 21th century?
  12. 12. Break again... (transcend the story, beyond the story, hacking the story)</li></ul>@TransmediaReady<br />
  13. 13. -> New territories of exploration//creation<br />-> New<br />-> is<br />-> not<br />-> New<br />Georges Mélièsearly narrative film <br />A Trip to the Moon 1902<br />@TransmediaReady<br />
  14. 14. From Multi to Trans<br />where do you Cross(media)? <br />@TransmediaReady<br />
  15. 15. If transmedia is the art of telling stories across multiple platforms<br />... on any kind of medium//media<br />... any kind of 'MEDIA-FORM'?<br />... more channels of communication<br />cf. 'The Medium is the Message' <br />Marshall McLuhan 1911-1980 Communication theorist<br />@TransmediaReady<br />
  16. 16.    <br />
  17. 17. <ul><li> Techno // Media Convergence
  18. 18. Disciplines Convergence // Culture
  19. 19. Connected human being(s)
  20. 20. Audience transformation
  21. 21. Human convergence
  22. 22. Social Media // Marketing
  23. 23. Participatory culture
  24. 24. Traditions -> forms and content
  25. 25. Linear versus interactive
  26. 26. Need for story-feeling (story-filling)
  27. 27. Back to the roots = seeds
  28. 28. Pluridisciplinarity // Expertises
  29. 29. Audience and professionals needs</li></ul>-> New<br />-> is<br />-> not<br />-> New<br />@TransmediaReady<br />
  30. 30.
  31. 31. PLAY-GROUND TAGS<br />#transmedia ready (adjective)<br />Clue#1: Concept<br />Clue#2: Transient Groups<br />Clue#3: Maieutics  <br />Rhizomic <br />Pluridisciplinarity <br />Global world & cooperation<br />#Futuremedia #21century<br />@KHenthuZiasm<br />
  32. 32. BACK-GROUND TAGS<br />'Cinema-film-making-production'<br />Film-PR-press-programming-festivals<br />Film-Tvsales&marketing-pitching-networks<br />Politics-crossmedia-elearning-institutions<br />Individual digital revolution <br />Arts-Culture-Society (curator:D)<br />@KHenthuZiasm<br />
  33. 33.
  34. 34. 10ème semaine de la langue française et de la francophonie <br />2005 // French Ministry of Communication and Culture <br />
  35. 35.
  36. 36.
  37. 37. transmedianext.com<br />
  38. 38. a - void of understanding<br />
  39. 39. 18 Décembre 2010 – Transmedia Storm<br />Mai 2011 TransmediaCamp Marseille<br />@KHenthuZiasm<br />
  40. 40. POLL: Are you more Transmedia STORYTELLING or Transmedia EXPERIENCE?<br />
  41. 41. Media audiences, more social, more networking, more game, more portals...<br />
  42. 42. Robert Pratten @zenfilmswww.transmediastoryteller.com<br />
  43. 43. @StephenDinehart @narrware <br />
  44. 44. @GaryPHayes <br />
  45. 45. NO definitedefinition<br />    <br />Jeff Gomez<br />'The art of conveying messages themes or storylines to mass audiences through the artful and well planned use of multiple media platforms'<br /> Multi-Dimensional Storytelling<br />...Breakthrough strategy for studios, television networks, ad agencies, video game publishers are using to attract bigger—and more loyal—audiences. Savvy companies and producers, including the creators of Lost, Heroes, and Halo, are incubating concepts that captivate and interact with audiences across media. They do this by providing intriguing new details and introducing new characters in each medium, so that by following a single narrative from TV to web to game consoles to theatrical films, viewers enjoy a richer experience. 2009 <br />
  46. 46.    <br />Henry Jenkins<br /> <br />A transmedia story unfolds across multiple media platforms with each new text making a distinctive and valuable contribution to the whole. <br />...In the ideal form of transmedia storytelling, each medium does what it does best...<br />... storytelling across multiple forms of media with each element making distinctive contributions to a fan's understanding of the story world.<br />Alison Norrington <br />Transmedia storytelling is the successful organic flow of narrative over a host of platforms, each one excelling at what it does best<br />... the complex approach to telling a story over multiple platforms (both on and offline)... There are a host of elements to consider that reach far beyond traditional, linear storytelling. <br />@TransmediaReady<br />
  47. 47. The new paradigme everyone is talking about...<br />TWITTER@simon_staffans Unfortunately: "in no case does copyright extend to an idea, procedure, process, system, method, concept, principle or discovery" #mpbs2011<br />
  48. 48. The shifting media landscape<br />'It is a generally accepted principle that collaboration and cooperation are critical elements when taking a transmedia approach to content creation and IP development.No project, from net-native independent drama to four-quadrant blockbuster, can reach its full potential if ego, close-mindedness, and miscommunication are allowed to undermine the creative and distribution processes.'@SimonPulman<br />
  49. 49. Transcending media<br />Storyline is the key for nonlinear narrative<br />Watchmen comic book – graphic novel<br />
The game 'The End is Nigh' serves as a prequel to the movie 'Watchmen'<br />
The Characters in the movie reflect on events that you get to play in this video game<br />
Story wise the movie and game are enhancing or complementing each other<br />
-> The whole should be bigger than the sum of its parts<br />Thanks to Dominic de Haas @Dominic1978<br />
  50. 50. Eachindividual segment isrelated to the whole IP<br />It's not just adaptation, franchise or licenseproducts...<br />You'redead !<br />No, I'm not dead, becauseI'mtransmediaready!<br />+UGC<br />@TransmediaReady<br />
  51. 51. CONTEXT<br />CONCEPT<br />CONTENT 1<br />CONTENT 2<br />CONTENT 3<br />Etc.<br />CREATIVITY<br />
  52. 52. ALL PLATFORMS<br />AL.L MEDIA<br />TRANSMEDIA STORYTELLING<br />AD-HOC <br />BIZ MODEL<br />COMMUNITY BUILDING AND MANAGEMENT<br />didyousay all MEDIAFORM<br />?<br />+GAMIFICATION<br />@TransmediaReady<br />
  53. 53. Get more of the plot <br />'I believe that storytelling has the power to create positive change in the world. <br />Audiences today want to be more involved in stories' <br />Tim Kring 2010 Digital Emmy Pioneer Award winner for transmedia storytelling<br />
  54. 54. Clic here to add a title ;-)<br />www.pottermore.com<br />@TransmediaReady<br />
  55. 55. Everyone is a storyteller... ;-)<br />@TransmediaReady<br />
  56. 56. No end at all ;-)<br />@TransmediaReady<br />
  57. 57.    <br />#NetworkOfNetworks<br />#Transient Groups<br />
  58. 58. Conspiracy for Good<br />(create a genre) <br />'Our goal with the Conspiracy For Good is to entice, engage, and inspire the audience to drive real-world change through their participation in a narrative' 2010EIN Presswiresource NOKIA – Tim Kring<br />
  59. 59.
  60. 60.
  61. 61.
  62. 62. Christmas Food Court Flash Mob, Hallelujah Chorus <br />28 724 828 views January 1st 2011 (posted Nov.10th)<br />31 155 891 views February 14th 2011<br />34 517 949 views 21 Septembre 2011<br /> <br />
  63. 63. Numbers // Value?<br />
  64. 64. @TransmediaReady<br />Social Media Marketing<br />FANS<br />EVENTS<br />CONTESTS<br />GAMES<br />ADS<br />SHARE<br />TAG<br />COLLABORATE<br />
  65. 65. Marketplace<br />Licenses <br />Foreign rights (international sales)<br />Ancillary right exploitation<br />VOD / POD<br />Publishing (ebooks-books-DVD...)<br />Games / ARG<br />Wireless - Mobile<br />Connected TV – Interactive TV – Social TV<br />Theater / Events / Live Shows<br />Objects (consumer products)<br />UGC / Micropayments <br />Branded entertainment<br />
  66. 66. 1 Content turninto a transmediaproject<br />Tent Pole / Franchise<br />1 Project withseveralcompanies<br />Tent Pole / Franchise<br />Tent Pole / Franchise<br />Tent Pole / Franchise<br />1 Project in a transmedia studio<br />Tent Pole / Franchise<br />Severalnarrators in co-creation<br />= Story Architect(s) / Narrative Design<br />+ Cowriter(s)<br />+ Audience participation – UGC<br />+ Game designer(s)<br />Transmedia Producer<br />"Universe Steward"<br />"Conductor"<br /> + Community Manager(s)<br />Curator/Promoter/PR<br />Marketer(s)<br />Inspiration @LanceWeiler @ChristyDena @JeffGomez @RobertPratten<br />@TransmediaReady<br />
  67. 67. Versatility & Interdisciplinarityno order & no definite forms<br /><ul><li>StoryWorld bible concept
  68. 68. Experience Design
  69. 69. Narrative Design
  70. 70. Story Architecture
  71. 71. Conductor
  72. 72. Transmedia Producer
  73. 73. Show Runner
  74. 74. Curator//Promoter//PR
  75. 75. Marketer//Brand agent
  76. 76. Community Manager
  77. 77. Users designer & experience
  78. 78. Usages//behaviours
  79. 79. ...
  80. 80. FILM SCRIPT
  81. 81. FILM PRE-PRODUCTION
  82. 82. FILM MAKING
  83. 83. FILM CREW
  84. 84. FILM PRODUCTION MANAGEMENT
  85. 85. FILM LINE PRODUCTION
  86. 86. FILM EXECUTIVE PRODUCTION
  87. 87. FILM DISTRIBUTION
  88. 88. FILM MARKETPLACE
  89. 89. FILM INDUSTRY LIFE SHELVES
  90. 90. ... </li></ul>@TransmediaReady<br />
  91. 91. The Reverse Policy©©LOLMarketing Strategyversus Production Creation<br />
  92. 92. Traditional<br />model<br />Reverse<br />model<br />Transactional Analysis<br />Boardgame 'Jeu de l'oie' -> Inverse<br />@TransmediaReady<br />
  93. 93. CREATIVITY BOOSTERS<br />@TransmediaReady<br />
  94. 94. Reverse Management Model<br />Assess/Implement/Comply<br />Creativity<br />@TransmediaReady<br />
  95. 95. SELF<br />COLLABORATION<br /> Collaborative 1<br /> Collaborative 2<br />3. STORY<br />
  96. 96. STORY-telling, feeling, building, designing...<br />COLLABORATION<br /> Collaborative 1<br /> Collaborative 2<br />3.SELF<br />
  97. 97. http://spacecollective.org/gavinkeech/6811/entanglement-pm-hyperparameters<br />
  98. 98. <ul><li>PHASE 2</li></ul>PIX BY KH<br />
  99. 99. ARE YOU READY?<br />
  100. 100. ARE YOU <br />TRANSMEDIA READY?<br />YOU MAY<br />START FROM HERE<br />GET YOUR GEAR!<br />#7TF<br />@CynthiaJabar Design<br />@TransmediaReady<br />
  101. 101. OPTION 1:<br />NO PROJECT <br />BUT YOU THINK IN A TANK<br />OPTION 2:<br />ONE PROJECT<br />ALONE<br />YOU THINK & DO<br />OPTION 3: <br />ONE PROJECT<br />A GROUP <br />YOU THINK & DO<br />@CynthiaJabar Design<br />@TransmediaReady<br />
  102. 102. Learning Process<br />Creative Process<br />Improving Process<br />Development Process<br />Production Process<br />Pitching Process<br />Your own Process<br />= DIY your experience<br />-> Media<br />-> Multi<br />-> Pluri <br />-> Cross <br />-> Trans<br />Getting transmedia ready is an intuitive process. It is about listening to the subtle learning and creative process within yourself, and then share it with a co-creative team<br />@TransmediaReady<br />
  103. 103. Humble Postulates <br /><ul><li>Multitasking // New professions
  104. 104. Expertises // Know-Hows // Skills
  105. 105. Collaborative // co-creation
  106. 106. Licences // Authorship revisited
  107. 107. Methodologies // Terminology
  108. 108. Globalisation // Culture
  109. 109. Open world // Societal behaviour
  110. 110. Activity sectors // apply to associated sectors
  111. 111. New business models // ad-hoc
  112. 112. Gameplay (learn, enjoy, share...take it easy)
  113. 113. Community building (behaviours//activities)
  114. 114. Rhizomic Networks // Collective Intelligence
  115. 115. Quality // Value
  116. 116. Epic worlds</li></ul>@KHenthuZiasm for @TransmediaReady<br />
  117. 117. PIX BY KH<br />
  118. 118. @TransmediaReady = @KHenthuZiasm @cynthiajabar @poburke @n_Aya<br />
  119. 119. @TransmediaReady = @KHenthuZiasm @cynthiajabar @poburke @n_Aya<br />
  120. 120. @TransmediaReady = @KHenthuZiasm @cynthiajabar @poburke @n_Aya<br />
  121. 121. @TransmediaReady = @KHenthuZiasm @cynthiajabar @poburke @n_Aya<br />
  122. 122. @TransmediaReady = @KHenthuZiasm @cynthiajabar @poburke @n_Aya<br />
  123. 123. @TransmediaReady = @KHenthuZiasm @cynthiajabar @poburke @n_Aya<br />
  124. 124. @TransmediaReady = @KHenthuZiasm @cynthiajabar @poburke @n_Aya<br />
  125. 125. A ticket to become transmedia ready<br />10th annual International Film Students Meeting - San Sebastian 2011 @eiecine #eiecine11<br />We/YOU have expertise in at least one domain<br />We/YOU love storytelling<br />We/YOU need new ways of writing stories <br />We/YOU learn from each other<br />We/YOU use online & IRL tools <br />We/YOU like to play <br />We/YOU need change <br />We/YOU want human values<br />We/YOU experiment <br />We/YOU start small<br />We/YOU grow fast<br />We/YOU use social media<br />We/YOU share more<br />We/YOU need new business models<br />Add what YOU think<br />Add what YOUR COMMUNITY wants<br />And so on...<br />
  126. 126.
  127. 127. Story Hacking Party #7TF<br />BRAINSTORM<br />San SebastianEuropean<br /> Capital of Culture 2016<br />inquiry<br />research<br />investigation<br />inquiry<br />1 main location (space unit)<br />Design thinking<br />1 main character<br />Workingcreative team<br />Severallanguages<br />Choice of media/platforms<br />1 live event (fromexisting/time unit)<br />Business model (stand by)<br />1 social/cultural premise (action unit)<br />@TransmediaReady<br />
  128. 128. 7 Transmedia Families #7TFprototype // beta version 2011<br /><ul><li> Former guidelines 19th century (seepress-kit)
  129. 129. Pick 1 cardfromeach of the 7 families
  130. 130. Check out 1 completefamily
  131. 131. Check out 7 identical parents = 7 mothers...
  132. 132. Pick the cardsyouthinkyou are alreadyusing
  133. 133. Take out 3 cardsthatyou dont use yet
  134. 134. Addcards if you are transmediaready</li></ul>@TransmediaReady<br />
  135. 135. PHASE 3 -> San Sebastián European Capital of Culture 2016 is getting transmedia ready <br /><ul><li> NING: www.eiecine.ning.com
  136. 136. TWITTER: @eiecine #eiecine11
  137. 137. FLICKR TAG: eiecine
  138. 138. FACEBOOK: EncuentroInternationaldeEstudiantesdeCine</li></li></ul><li>PHASE 3 - TOOLS<br /><ul><li>Location and premices</li></ul>http://es.wikipedia.org/wiki/San_Sebasti%C3%A1n<br /><ul><li>Official multilingual web site:</li></ul>http://www.sansebastian2016.eu/web/guest/capitalidad_europea<br /><ul><li>Multimedia Gallerie:</li></ul>http://www.sansebastian2016.eu/web/guest/comunicacion/galeria_multimedia<br /><ul><li>The project // Why Sans Sebastian</li></ul>http://www.sansebastian2016.eu/web/guest/ss_ciudad_candidata/porque_ss<br />http://www.sansebastian2016.eu/web/guest/proyecto-cultural/que-aportara<br />http://www.sansebastian2016.eu/web/guest/inicio<br />http://www.sansebastian2016.eu/web/guest/comunicacion/galeria_multimedia/microespacios<br /><ul><li>Pictures Donostia 2016http://www.flickr.com/search/?q=donostia+2016&f=hp
  139. 139. Video surprise 2.30http://youtu.be/fPuqZA-W5BI
  140. 140. You Tube Channelhttp://www.youtube.com/user/sansebastian2016
  141. 141. Video 8mn longhttp://youtu.be/Q7m1X3OJXoQ</li></li></ul><li>Anything can happen now...<br />(get your friends)<br />
  142. 142. Annexes<br />KH bio<br />SAN SEBASTIAN FILM FESTIVAL<br />Get ready...<br />Slides made for class & workshop + for students to take back home in their countries <br />Thank you to the 59th San Sebastian Film Festival <br />+Tabakalera-International Contemporary Culture Centre <br />
  143. 143. Annexes<br />SAN SEBASTIAN FILM FESTIVAL 2011<br />'Your project has more value' <br />By Karine Halpern <br />Your project has more value. How is that for pitching film students at the San Sebastian Festival? Filmmaking, and other audiovisual work, have moved from traditional business models to more creative solutions for production and distribution. By using transmedia methods and telling the story across multiple platforms, we can extend the story beyond the film and reach new audiences. Filmmakers using transmedia storytelling methods should get ready to pitch with that added value. How can you reach a new audience? What other platforms can you use? Is the story being affected by other media? How can you transform your project and make it transmedia ready? Transmedia can combine on filmmaking and any other art form or media, with or without technology. Transmedia goes beyond the film, the story and the technology. You may find yourself including transmedia aspects right there in your pitch, and not only at the early development stage. <br />Transmedia is about interweaving disciplines.<br />PIX BY KH<br />
  144. 144. 7 TransmediaFamilies #7TF<br /><ul><li>Guidelines & Genesis
  145. 145. Network of Networks
  146. 146. Transient Groups
  147. 147. Marketing versus Promotion
  148. 148. Feedback & EXperimentation
  149. 149. Trans-Formative & New Biz Models
  150. 150. Maieutics
  151. 151. Learning From Each Other
  152. 152. Story Hacking</li></ul>@TransmediaReady<br />
  153. 153. FRANK ROSE<br />The Art of Immersion: How the Digital Generation Is Remaking Hollywood, Madison Avenue, and the Way We Tell Stories (2011)<br />HENRY JENKINS<br />Convergence Culture: Where Old and New Media Collide (2008) – (Soon "Spreadable Media")<br />@TransmediaReady<br />
  154. 154. NUNO BERNARDO<br />The Producer's Guide to Transmedia: How to Develop, Fund, Produce and Distribute Compelling Stories Across Multiple Platforms (2011)<br />JANE McGONIGAL<br />Reality Is Broken: Why Games Make Us Better and How They Can Change the World (2011)<br />
  155. 155. MARSHA KINDER<br />1991 - 1993<br />LANCE WEILER<br />2011<br />
  156. 156. Selection of Ressources in English<br />www.henryjenkins.org<br />http://www.henryjenkins.org/2009/02/if_it_doesnt_spread_its_dead_p.html<br />http://lanceweiler.com<br />http://buildingstoryworlds.tumblr.com/syllabus<br />http://workbookproject.com<br />www.ChristyDena.com - www.UniverseCreation101.com - www.YouSuckAtTransmedia.com<br />http://sharedstoryworlds.com - http://metascott.com/transmedia-events<br />http://www.starlightrunner.com/transmedia + YouTube seminars <br />http://storylabs.uswww.personalizemedia.com/randomizers<br />www.transmediastoryteller.com<br />www.transmythology.com<br />www.transmediaresources.com<br />@StoryWorldConf www.storyworldconference.com #SWC11 @storycentral <br />@TEDxTransmedia www.tedxtransmedia.com/MAXXI #tedxtransmedia <br />
  157. 157. How I Learned to Start a #Pandemic<br />@LanceWeiler #LanceWeiler<br />
  158. 158. MIRAGESTeaser 2011<br />@patricjean<br />
  159. 159. Annexes<br />@TransmediaReady<br />www.transmediaready.com<br />http://transmedia.owni.fr<br />www.khgoblog.com<br />Karine Halpern is a crossmedia maker and consultant in communications from France and Belgium. She has been creating all media content and conducting independent experimental work since the 90's. She worked for international cooperation governmental agencies, has made creative content through public grants, and has produced the 7 Transmedia Families, a card game to use for creative thinking and transmedia development. <br />She began her career in the international film and TV markets and festivals, working in production, sales and marketing. She has founded and managed nonprofit associations dedicated to cultural content, film and multimedia. She holds a master’s degree in Public and Political Communications and a certificate in Cultural Mediation. Her @TransmediaReady mission is to advocate for a Network of Networks and a creative learning process. <br />PIX BY KH<br />
  160. 160. GRATITUDE - GREAT-ATTITUDE<br />@CynthiaJabarwww.TransmediaKids.com<br />@eiecine @sansebastianfes<br />@LanceWeiler @AnitaOndine @TransmediaNext<br />@Poburke<br />@transistoria @fernandocarrion @edortaArana @noelvictor_rc<br />@storycentral @StoryWorldConf<br />@Sioflynn<br />@scott_walker<br />@goonth<br />@StephenDinehart @narrware<br />@GaryPHayes<br />@robpratten @tStoryteller<br />@IngavonStaden<br />@MarsAttac<br />@HoppingFun<br />@Prospexity @MathGim<br />@fabiennebidule<br />ADD YOUR NAME<br />@KHenthuZiasm<br />@TransmediaReady<br />www.transmediaready.com<br />

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