Transmedia Ready Masterclass San Sebastian Film Festival 2011 bis

10th Annual International Film Students Meeting
EncuentroInternacionalEstudiantes de Cine
59th San Sebastian Film Festival 2011
Tabakalera International Contemporary Culture Centre
Twitter @eiecine #eiecine11 with @TransmediaReady

10th annual International Film Students Meeting EncuentroInternacionalEstudiantes de Cine
San Sebastian Film Festival 2011
Find us on Twitter @eiecine #eiecine11
a Masterclass transformed into a brainstorm + workshop in 3 phases
1.Transmedia introduction + Q&A
2. The 7 Transmedia Families (#7TF tool)
why-how-what
2-3pm Lunch break - Groups set up
3. 3-5pm Think & Do Tank
'San Sebastian European Capital of Culture 2016'
4. Annexes
www.slideshare.net/KHwork
@TransmediaReady

transmedia storytelling is not linear content or social media (only) ...
Video from Starlight Runner Entertainment

7th ART form...
Ars, artis (latin)
A technical knowledge, ability to create a form, a human activity that is arranging several forms together addressing the human senses, emotion and intellect.
This concept of 'Artis' varies upon geographic and historical elements
For ethnologist Marcel MAUSS the object of ART is defined according to the its recognition by a group.
Practises, creation, content, can be classified differently according to the creators, the cultures and institutions.
Salvatore DALI "Le Bâteau" The Boat 1934-1935

Beyond the 4th Wall and the 3 Units
2500 years of theater...
The 4th wallthroughwhichwesee the action in the world of the play
(Denis Diderot 18th centuryTheatricalRealism)
Extension of the idea to the imaginaryboundarybetweenanyfictionalwork and its audience
17th centuryclassicaltheater UNITS make the story and action more credible:
TIME UNIT (24 hoursrule for classiclaplays)
LOCATION UNIT
ACTION UNIT (main action/secondary intrigues)
Whatis a performative element in the 21th century?
Break again... (transcend the story, beyond the story, hacking the story)
@TransmediaReady

-> New territories of exploration//creation
-> New
-> is
-> not
-> New
Georges Mélièsearly narrative film
A Trip to the Moon 1902
@TransmediaReady

From Multi to Trans
where do you Cross(media)?
@TransmediaReady

If transmedia is the art of telling stories across multiple platforms
... on any kind of medium//media
... any kind of 'MEDIA-FORM'?
... more channels of communication
cf. 'The Medium is the Message'
Marshall McLuhan 1911-1980 Communication theorist
@TransmediaReady

Techno // Media Convergence
Disciplines Convergence // Culture
Connected human being(s)
Audience transformation
Human convergence
Social Media // Marketing
Participatory culture
Traditions -> forms and content
Linear versus interactive
Need for story-feeling (story-filling)
Back to the roots = seeds
Pluridisciplinarity // Expertises
Audience and professionals needs
-> New
-> is
-> not
-> New
@TransmediaReady

PLAY-GROUND TAGS
#transmedia ready (adjective)
Clue#1: Concept
Clue#2: Transient Groups
Clue#3: Maieutics
Rhizomic
Pluridisciplinarity
Global world & cooperation
#Futuremedia #21century
@KHenthuZiasm

BACK-GROUND TAGS
'Cinema-film-making-production'
Film-PR-press-programming-festivals
Film-Tvsales&marketing-pitching-networks
Politics-crossmedia-elearning-institutions
Individual digital revolution
Arts-Culture-Society (curator:D)
@KHenthuZiasm

10ème semaine de la langue française et de la francophonie
2005 // French Ministry of Communication and Culture

transmedianext.com

a - void of understanding

18 Décembre 2010 – Transmedia Storm
Mai 2011 TransmediaCamp Marseille
@KHenthuZiasm

POLL: Are you more Transmedia STORYTELLING or Transmedia EXPERIENCE?

Media audiences, more social, more networking, more game, more portals...

Robert Pratten @zenfilmswww.transmediastoryteller.com

@StephenDinehart @narrware

@GaryPHayes

NO definitedefinition

Jeff Gomez
'The art of conveying messages themes or storylines to mass audiences through the artful and well planned use of multiple media platforms'
Multi-Dimensional Storytelling
...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

Henry Jenkins

A transmedia story unfolds across multiple media platforms with each new text making a distinctive and valuable contribution to the whole.
...In the ideal form of transmedia storytelling, each medium does what it does best...
... storytelling across multiple forms of media with each element making distinctive contributions to a fan's understanding of the story world.
Alison Norrington
Transmedia storytelling is the successful organic flow of narrative over a host of platforms, each one excelling at what it does best
... 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.
@TransmediaReady

The new paradigme everyone is talking about...
TWITTER@simon_staffans Unfortunately: "in no case does copyright extend to an idea, procedure, process, system, method, concept, principle or discovery" #mpbs2011

The shifting media landscape
'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

Transcending media
Storyline is the key for nonlinear narrative
Watchmen comic book – graphic novel
 The game 'The End is Nigh' serves as a prequel to the movie 'Watchmen'
 The Characters in the movie reflect on events that you get to play in this video game
 Story wise the movie and game are enhancing or complementing each other
 -> The whole should be bigger than the sum of its parts
Thanks to Dominic de Haas @Dominic1978

Eachindividual segment isrelated to the whole IP
It's not just adaptation, franchise or licenseproducts...
You'redead !
No, I'm not dead, becauseI'mtransmediaready!
+UGC
@TransmediaReady

CONTEXT
CONCEPT
CONTENT 1
CONTENT 2
CONTENT 3
Etc.
CREATIVITY

ALL PLATFORMS
AL.L MEDIA
TRANSMEDIA STORYTELLING
AD-HOC
BIZ MODEL
COMMUNITY BUILDING AND MANAGEMENT
didyousay all MEDIAFORM
?
+GAMIFICATION
@TransmediaReady

Get more of the plot
'I believe that storytelling has the power to create positive change in the world.
Audiences today want to be more involved in stories'
Tim Kring 2010 Digital Emmy Pioneer Award winner for transmedia storytelling

Clic here to add a title ;-)
www.pottermore.com
@TransmediaReady

Everyone is a storyteller... ;-)
@TransmediaReady

No end at all ;-)
@TransmediaReady

#NetworkOfNetworks
#Transient Groups

Conspiracy for Good
(create a genre)
'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

Christmas Food Court Flash Mob, Hallelujah Chorus
28 724 828 views January 1st 2011 (posted Nov.10th)
31 155 891 views February 14th 2011
34 517 949 views 21 Septembre 2011

Numbers // Value?

@TransmediaReady
Social Media Marketing
FANS
EVENTS
CONTESTS
GAMES
ADS
SHARE
TAG
COLLABORATE

Marketplace
Licenses
Foreign rights (international sales)
Ancillary right exploitation
VOD / POD
Publishing (ebooks-books-DVD...)
Games / ARG
Wireless - Mobile
Connected TV – Interactive TV – Social TV
Theater / Events / Live Shows
Objects (consumer products)
UGC / Micropayments
Branded entertainment

1 Content turninto a transmediaproject
Tent Pole / Franchise
1 Project withseveralcompanies
1 Project in a transmedia studio
Severalnarrators in co-creation
= Story Architect(s) / Narrative Design
+ Cowriter(s)
+ Audience participation – UGC
+ Game designer(s)
Transmedia Producer
"Universe Steward"
"Conductor"
+ Community Manager(s)
Curator/Promoter/PR
Marketer(s)
Inspiration @LanceWeiler @ChristyDena @JeffGomez @RobertPratten
@TransmediaReady

Versatility & Interdisciplinarityno order & no definite forms
StoryWorld bible concept
Experience Design
Narrative Design
Story Architecture
Conductor
Transmedia Producer
Show Runner
Curator//Promoter//PR
Marketer//Brand agent
Community Manager
Users designer & experience
Usages//behaviours
...
FILM SCRIPT
FILM PRE-PRODUCTION
FILM MAKING
FILM CREW
FILM PRODUCTION MANAGEMENT
FILM LINE PRODUCTION
FILM EXECUTIVE PRODUCTION
FILM DISTRIBUTION
FILM MARKETPLACE
FILM INDUSTRY LIFE SHELVES
...
@TransmediaReady

The Reverse Policy©©LOLMarketing Strategyversus Production Creation

Traditional
model
Reverse
model
Transactional Analysis
Boardgame 'Jeu de l'oie' -> Inverse
@TransmediaReady

CREATIVITY BOOSTERS
@TransmediaReady

Reverse Management Model
Assess/Implement/Comply
Creativity
@TransmediaReady

SELF
COLLABORATION
Collaborative 1
Collaborative 2
3. STORY

STORY-telling, feeling, building, designing...
COLLABORATION
Collaborative 1
Collaborative 2
3.SELF

http://spacecollective.org/gavinkeech/6811/entanglement-pm-hyperparameters

PHASE 2
PIX BY KH

ARE YOU READY?

ARE YOU
TRANSMEDIA READY?
YOU MAY
START FROM HERE
GET YOUR GEAR!
#7TF
@CynthiaJabar Design
@TransmediaReady

OPTION 1:
NO PROJECT
BUT YOU THINK IN A TANK
OPTION 2:
ONE PROJECT
ALONE
YOU THINK & DO
OPTION 3:
ONE PROJECT
A GROUP
YOU THINK & DO
@CynthiaJabar Design
@TransmediaReady

Learning Process
Creative Process
Improving Process
Development Process
Production Process
Pitching Process
Your own Process
= DIY your experience
-> Media
-> Multi
-> Pluri
-> Cross
-> Trans
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
@TransmediaReady

Humble Postulates
Multitasking // New professions
Expertises // Know-Hows // Skills
Collaborative // co-creation
Licences // Authorship revisited
Methodologies // Terminology
Globalisation // Culture
Open world // Societal behaviour
Activity sectors // apply to associated sectors
New business models // ad-hoc
Gameplay (learn, enjoy, share...take it easy)
Community building (behaviours//activities)
Rhizomic Networks // Collective Intelligence
Quality // Value
Epic worlds
@KHenthuZiasm for @TransmediaReady

PIX BY KH

@TransmediaReady = @KHenthuZiasm @cynthiajabar @poburke @n_Aya

A ticket to become transmedia ready
10th annual International Film Students Meeting - San Sebastian 2011 @eiecine #eiecine11
We/YOU have expertise in at least one domain
We/YOU love storytelling
We/YOU need new ways of writing stories
We/YOU learn from each other
We/YOU use online & IRL tools
We/YOU like to play
We/YOU need change
We/YOU want human values
We/YOU experiment
We/YOU start small
We/YOU grow fast
We/YOU use social media
We/YOU share more
We/YOU need new business models
Add what YOU think
Add what YOUR COMMUNITY wants
And so on...

Story Hacking Party #7TF
BRAINSTORM
San SebastianEuropean
Capital of Culture 2016
inquiry
research
investigation
inquiry
1 main location (space unit)
Design thinking
1 main character
Workingcreative team
Severallanguages
Choice of media/platforms
1 live event (fromexisting/time unit)
Business model (stand by)
1 social/cultural premise (action unit)
@TransmediaReady

7 Transmedia Families #7TFprototype // beta version 2011
Former guidelines 19th century (seepress-kit)
Pick 1 cardfromeach of the 7 families
Check out 1 completefamily
Check out 7 identical parents = 7 mothers...
Pick the cardsyouthinkyou are alreadyusing
Take out 3 cardsthatyou dont use yet
Addcards if you are transmediaready
@TransmediaReady

PHASE 3 -> San Sebastián European Capital of Culture 2016 is getting transmedia ready
NING: www.eiecine.ning.com
TWITTER: @eiecine #eiecine11
FLICKR TAG: eiecine
FACEBOOK: EncuentroInternationaldeEstudiantesdeCine

PHASE 3 - TOOLS
Location and premices
http://es.wikipedia.org/wiki/San_Sebasti%C3%A1n
Official multilingual web site:
http://www.sansebastian2016.eu/web/guest/capitalidad_europea
Multimedia Gallerie:
http://www.sansebastian2016.eu/web/guest/comunicacion/galeria_multimedia
The project // Why Sans Sebastian
http://www.sansebastian2016.eu/web/guest/ss_ciudad_candidata/porque_ss
http://www.sansebastian2016.eu/web/guest/proyecto-cultural/que-aportara
http://www.sansebastian2016.eu/web/guest/inicio
http://www.sansebastian2016.eu/web/guest/comunicacion/galeria_multimedia/microespacios
Pictures Donostia 2016http://www.flickr.com/search/?q=donostia+2016&f=hp
Video surprise 2.30http://youtu.be/fPuqZA-W5BI
You Tube Channelhttp://www.youtube.com/user/sansebastian2016
Video 8mn longhttp://youtu.be/Q7m1X3OJXoQ

Anything can happen now...
(get your friends)

Annexes
KH bio
SAN SEBASTIAN FILM FESTIVAL
Get ready...
Slides made for class & workshop + for students to take back home in their countries
Thank you to the 59th San Sebastian Film Festival
+Tabakalera-International Contemporary Culture Centre

Annexes
SAN SEBASTIAN FILM FESTIVAL 2011
'Your project has more value'
By Karine Halpern
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.
Transmedia is about interweaving disciplines.
PIX BY KH

7 TransmediaFamilies #7TF
Guidelines & Genesis
Network of Networks
Transient Groups
Marketing versus Promotion
Feedback & EXperimentation
Trans-Formative & New Biz Models
Maieutics
Learning From Each Other
Story Hacking
@TransmediaReady

FRANK ROSE
The Art of Immersion: How the Digital Generation Is Remaking Hollywood, Madison Avenue, and the Way We Tell Stories (2011)
HENRY JENKINS
Convergence Culture: Where Old and New Media Collide (2008) – (Soon "Spreadable Media")
@TransmediaReady

NUNO BERNARDO
The Producer's Guide to Transmedia: How to Develop, Fund, Produce and Distribute Compelling Stories Across Multiple Platforms (2011)
JANE McGONIGAL
Reality Is Broken: Why Games Make Us Better and How They Can Change the World (2011)

MARSHA KINDER
1991 - 1993
LANCE WEILER
2011

Selection of Ressources in English
www.henryjenkins.org
http://www.henryjenkins.org/2009/02/if_it_doesnt_spread_its_dead_p.html
http://lanceweiler.com
http://buildingstoryworlds.tumblr.com/syllabus
http://workbookproject.com
www.ChristyDena.com - www.UniverseCreation101.com - www.YouSuckAtTransmedia.com
http://sharedstoryworlds.com - http://metascott.com/transmedia-events
http://www.starlightrunner.com/transmedia + YouTube seminars
http://storylabs.uswww.personalizemedia.com/randomizers
www.transmediastoryteller.com
www.transmythology.com
www.transmediaresources.com
@StoryWorldConf www.storyworldconference.com #SWC11 @storycentral
@TEDxTransmedia www.tedxtransmedia.com/MAXXI #tedxtransmedia

How I Learned to Start a #Pandemic
@LanceWeiler #LanceWeiler

MIRAGESTeaser 2011
@patricjean

Annexes
@TransmediaReady
www.transmediaready.com
http://transmedia.owni.fr
www.khgoblog.com
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.
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.
PIX BY KH

GRATITUDE - GREAT-ATTITUDE
@CynthiaJabarwww.TransmediaKids.com
@eiecine @sansebastianfes
@LanceWeiler @AnitaOndine @TransmediaNext
@Poburke
@transistoria @fernandocarrion @edortaArana @noelvictor_rc
@storycentral @StoryWorldConf
@Sioflynn
@scott_walker
@goonth
@StephenDinehart @narrware
@GaryPHayes
@robpratten @tStoryteller
@IngavonStaden
@MarsAttac
@HoppingFun
@Prospexity @MathGim
@fabiennebidule
ADD YOUR NAME
@KHenthuZiasm
@TransmediaReady
www.transmediaready.com

http://www.scoop.it	215
http://paper.li	97
http://khenthuziasm.posterous.com	5
http://www.twylah.com	3
http://tweetedtimes.com	1
http://posterous.com	1

Transmedia Ready Masterclass San Sebastian Film Festival 2011 bis

by @TransmediaReady on Sep 21, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

6 Embeds 322

Statistics

Transmedia Ready Masterclass San Sebastian Film Festival 2011 bis — Presentation Transcript