Transmedia And Independent Filmmakers
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Transmedia And Independent Filmmakers

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How to develop transmedia (multi-platform) stories and why this is important for independent filmmakers

How to develop transmedia (multi-platform) stories and why this is important for independent filmmakers

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Transcript

  • 1. Sacramento Film Festival, April 24th 2010 BY ROBERT PRATTEN 1
  • 2. Robert pratten… about me 2
  • 3. Today’s presentation • PART ONE: intro to transmedia – What is transmedia? • PART TWO: a new mindset • PART THREE: a design process • PART FOUR: final example 3
  • 4. Part one... of four 4
  • 5. What is transmedia storytelling? Telling A Story over multiple media 5
  • 6. Example: Mass effect 2 6
  • 7. example: Cathy’s book 7
  • 8. Example: level 26 8
  • 9. Aim: Whole is greater than sum of parts Movie Game Book Media Franchise Whole is less than the sum of the parts: dissatisfying conclusion to consuming all media Movie Game Book Transmedia Whole is more satisfying than the sum of the parts: euphoria of collecting and connecting the pieces 9
  • 10. Lowlifes: novella, webseries, blog http://lowlifes.ning.com 10
  • 11. Early transmedia Problems (IMHO) • Many transmedia examples today are “experimental” in that their appeal is in their novelty • Too much friction for too little entertainment • Endless detail ZZzzzzz 11
  • 12. Two key thoughts... • Emotion leads to immersion • Choices not things 12
  • 13. Part two... of four 13
  • 14. Why consider transmedia? • Becoming the entertainment modus operandi – Audience expectations – Audience habits (e.g. online) – Old world is dying • The explosion of free content has meant: – Discovery & attention problems – Payment “issues” • Multiple audience touchpoints • Opportunity to outflank Hollywood 14
  • 15. The Transmedia tao 15
  • 16. Rethinking entertainment 16
  • 17. New indie dharma • Lose attachments: – Feature film – Ego – Past and future – Technology – Money • Walk middle path: – Old ways not all bad – New ways not all good 17
  • 18. TRANSMEDIA BUSINESS MODEL (FOR INDIE FILMMAKERS) 18
  • 19. Example: rekill 19
  • 20. Example: metro 2033 20
  • 21. Timescale for metro 2033 • 2002: Self-published novel given away for FREE. Set up website (http://m-e-t-r-o.boom.ru) and posted on sci-fi forums. • 2002-2004: Thousands of readers. Readers ask for revival of the main character and to continue the book. • 2004: Added 8 new chapters – published as series with readers suggesting plot lines, guessing the plot and providing criticism. • May 2005: New version of Metro 2033 completed. Now has “dozens of thousands of readers”.Three publishers offer deal. • 2010: Millions have read Metro 2033 online. In Russia, 400 000 physical copies of book sold. • 2010: New book and new website for Metro 2034 (M2034.RU). In less than 6 months, visitors exceeded 500 000 unique readers. 300 000 books sold. • Source: Author Dimitri Glukhovsky and http://transmediadesign.org/metro-2033-book-game/ 21
  • 22. Part three... of four 22
  • 23. Delivering your story, profitably • Five key, inter-locking considerations • Iterate through the process to ease complexity • Could be tackled in a different sequence to the one I’ll show here but considerations are the same… and still requires iteration. 23
  • 24. Transmedia from first idea CHARACTERS PLOT PREMISE THEMES 24
  • 25. Who’s this story for? ITERATION 25
  • 26. What’s the best way to delivery this story to this audience? 26
  • 27. Matching Audience to Platforms • Audience – Who are they? – Lifestyle? – Where do they hang out? • Platforms (e.g. media + technology) – Reading: paperback, ebook, comics – Watching: TV, online, mobile, theatre, cinema – Listening: radio, online, mobile – Interacting: console, online, mobile, social 27
  • 28. Match Story to Audience and Platforms 28
  • 29. Paying for it… 29
  • 30. Business models • Free – Investors don’t want repayment – Crowdfunding – Sponsorship • Premium – Higher marketing costs – Vulnerable to piracy • Freemium – Free to view on some platforms – Paid on others: some more suited to payments – Other revenue sources 30
  • 31. Spotlight on selling to audience 31
  • 32. Goals of business model • Sell things that can’t be copied • If they can be copied, bundle with something that can’t • Leverage time and friction 32
  • 33. Connect with fans + reason to buy = $ 33
  • 34. Rethinking products & pricing • Provide more opportunities for audience to give you their money • Range of “products” at various price points to suit different audience segments 34
  • 35. Example from Tectdirt (Mike masnick) 35
  • 36. Iterate in light of business model 36
  • 37. Five point approach for transmedia 37
  • 38. Execution: Play to your strengths • Timing • Resources – Money – Skills (technical and personal) – Social network (online and offline) • Optimize >> probability x impact 38
  • 39. KEEP ITERATING, MEASURING & MONITORING DEVELOP IMPLEMENT MEASURE & MONITOR 39
  • 40. Key to great transmedia… 40
  • 41. Part four... of four 41
  • 42. Christian Viel, Indie filmmaker 42
  • 43. Canadian superheroes! 43
  • 44. 44
  • 45. 45
  • 46. 46
  • 47. 47
  • 48. 48
  • 49. Summary • The internet has leveled the playing field: let’s change our game • Transmedia plays to indie’s strengths • Doesn’t have to be complicated 49
  • 50. Credits • CwF+Rtb=$$ (TechDirt/Mike Masnick) http://www.techdirt.com/rtb.php) but for indie filmmakers, recommend Ross Pruden (http://rosspruden.blogspot.com/) • Christian Viel: Heros of the North (http://heroesofthenorth.com) • Slide borders use half-tone brush for Photoshop from: – http://szuia.deviantart.com/ – http://www.brushking.eu/164/halftone- brushes.html 50
  • 51. Things I’m working on now • Platform for transmedia storytelling – http://www.transmediastoryteller.com • LowLifes – http://www.lowlifes.tv • Before You Close Your Eyes – http://www.bycye.com • Parasites – http://www.parasitesmultiverse.com 51
  • 52. My Contact details • Robert Pratten – http://twitter.com/zenfilms – http://zenfilms.typepad.com – http://www.zenfilms.com – robert at zenfilms dot com ;) 52