Should We? Could We? Would We? Films in the Age of Cross-Media Production

Should We? Could We? Would We?: Films in the Age of Cross-Media Production Christy Dena UniverseCreation101.com Power to the Pixel 22 nd October 2008

http://en.wikipedia.org/wiki/Image:Archers-AMOLAD-Logo.jpg

Four eyed monsters Blair Witch Project Replicate Transform Expand

Should We?

Should we distribute across multiple media platforms?
Should we promote across multiple media platforms?
Should we expand the film experience across media platforms?

Should we distribute across multiple media platforms?

DeMassification! – Toffler (Fragmented Audiences)

“ In a nearby future we can assume that media will move freely across different technological platforms, across different media formats and across different networks. Media will in this sense appear more as a liquid than solids.” Mikael Wiberg, 2007, 63 “ Fluids travel easily. They ‘flow’, ‘spill’, ‘run out’, ‘splash’, ‘pour over’, ‘leak’, ‘flood’, ‘spray’, ‘drip’, ‘seep’, ‘ooze’; unlike solids they are not easily stopped—they pass around some obstacles, dissolve some others and bore or soak their ways through others still.” Zygmunt Bauman, 2000, 1-2

Ruddy Morgan’s Flatland

‘ Billion Dollar Research Lab: Cross-Media Insights from the Largest Single Media Event Ever’
“ We thought that customers would be appreciative of the fact that we had so much across different platforms,” he said. “But nope. They were like ‘obviously!’ They just expected it.” Alan Wurtzel, NBC Universal’s President of Research

Should we promote across multiple media platforms?

DeMassification! (Fragmented Audiences)

Timothy deWaal Malefyt, Vice President/Director of Cultural Discoveries, BBDO Advertising Worldwide “ Reason is Out, Emotion is In”

Tulse Luper Suitcases
“ webler: Website constructed entirely from a film’s visual and aural elements that can be navigated and interacted with by a general audience. A webler should offer both an experience of the actual film as with a film trailer and an alternative expression to that experience.”
www.digiscreen.ca/weblers/tulse

Head Trauma
Freefall
www.eagleeyefreefall.com

Reality is the new play space

JasonsGrudge2blog.com

http://www.sonypictures.com/homevideo/untraceable/ http://www.killwithme.com/

http://www.ihatesarahmarshall.com/ http://www.forgettingsarahmarshall.com/

Marketing Art ? X

Should we expand the film experience across media platforms?

“ If the cinema intends to survive, I believe, it has to make a pact and a relationship with concepts of interactivity, and it has to see itself as only part of a multimedia cultural adventure.”
‘ Toward a re-invention of cinema’
Cinema Militans Lecture Peter Greenaway, 28 th Sept, 2003

Ruddy Morgan’s Flatland

Audiences want to converse with your world in their native tongue/ media

SIMM =
“ individual consumers being exposed to more than one media system or approach at a single point in time. In short, it describes the increasingly prevalent consumer activity of multitasking, eg being online and watching television at the same time, reading the newspaper while listening to the radio, or reading the mail while talking on the telephone.”
(Pilotta, Schultz, 2004)

Could We?

Could We Do It?
How Could We Do It?
What Could We Do?

Could We Do It?

Four Approaches to Cross-Media Creation Version 1, Christy Dena, 2008
All mediums are equal, all art is one
* Film is King, other mediums are Queen
Film is King, other mediums can be Knights
Film is King, all other mediums are Pawns
Medium Status * Have to experience more than one * Experience more than one * Experience one or the other * Experience one on top of the other, no relation Audiences
Writer-Producer-Director
Self & like-minded teams
Writer-Producer-Director
Creatively controlled practitioners with some integration knowledge
Creatively controlled practitioners
Outsiders, no creative control
Execution
Combined platform/artform skills
Multi platform/artform skills
Single platform/artform skills
Single platform/artform skills
Skills Artistic Economic & Artistic Economic (& Artistic) Economic Motivation Strategies & Techniques
Cross-media interaction design
Experience Design
Simultaneous media usage
Designed from beginning
Parallel production
Asset Sharing
After initial content
Central Management (‘Transmedia Tzar’)
Coherence Management (‘World Bible’)
Asset Sharing
Leverage existing IP for marketing & franchise exploitation
No role in the meaning-making process
Native Integrated Complimentary Isolated

The “fly in the ointment” of ‘transmedia storytelling’?
‘ pragmatic conflicts between film production and videogame development practices’
Trevor Elkington
Senior Associate Producer, Surreal Software

Cross-Media Production Process Comparison Source: http://jasondaponte.wordpress.com/2008/09/19/... Conceived by Crossover Nordic team, chart created by Daniel

How Could We Do It?

Replicate

http://brokensaints.com/ Brooke Burgess, Ian Kirby, and Andrew West’s Broken Saints

Transform

http://www.thefountainremixed.com/

… and Peter Greenaway VJing his ‘Tulse Luper Project’… www.tulselupernetwork.com petergreenaway.org.uk/tulse.htm

Richard James Allen’s Thursday’s Fictions “ When you read a book, you imagine the world. When you watch a film, you see and hear the world. When you visit an online 3D immersive environment, you enter the world. You feel what it’s like to be one of the characters, to be inside the story. And you can share that experience with your friends.” www.thursdaysfictions.com

Expand

Joss Whedon’s Firefly/Serenity

Richard Kelly’s Southland Tales www.southlandtales.com

10 Canoes / feature film “ Many, many canoes”: 11 Canoes / Mini-Documentaries Training 12 Canoes / Broadband Website 13 Canoes / Gallery Exhibition 14 Canoes / Photo Publishing Project 15 Canoes / Music Preservation Project 16 Canoes / Closed-Circuit Television Station 17 Canoes / Cultural Exchange Program 18 Canoes / Making Of Documentary Rolf De Heer: http://www.vertigoproductions.com.au/10canoes.htm Movie: http://www.tencanoes.com.au/

What Could We Do?

Lance Weiler’s Head Trauma http://www.headtraumamovie.com/

http://www.gorillaz.com/DirtyHarry/ Gorillaz’s Dirty Harry

John August’s The Nines

Fictional newspapers
Jason Grote’s 1001 www.1001nyc.com

Michel Gondry’s Sunshine on a Spotless Mind www.lacunainc.com

Six to Start http://wetellstories.co.uk/

Pet Shop Boys’ Integral

Blast Theory’s ‘Can You See Me Now?’

42 Entertainment’s I Love Bees

42 Entertainment’s ‘Last Call Poker’ for Activision’s GUN Image from Jane McGonigal’s NEXT presentation

42 Entertainment’s The Dark Knight campaign

… and the phones buried inside the cakes for The Dark Knight… 42 Entertainment’s The Dark Knight campaign

Nine Inch Nails’ Year Zero

Singapore’s Postal Service ‘Yours Always’

Lance Weiler’s Head Trauma http://www.headtraumamovie.com/

www.find815.com Hoodlum’s Find 815 for ABC’s Lost

‘ She Loves the Moon’ by the Strangers…

Nick Montfort and Scott Rettberg’s ‘Implementation’ http://nickm.com/implementation/

YellowArrow.net

www.botanicalls.com

Sharks
area/code’s SharkRunners

Mind Candy’s ‘Perplex City’

Would We?

Should We?
Could We?
Would You?

www.ChristyDena.com
www.UniverseCreation101.com

References
Bauman, Z. (2000). Liquid Modernity . Polity Press, USA.
deWaal Malefyt, T. (2006). "The Privatisation of Consumption: Marketing Media Through Sensory Modalities." Advertising and the Media themed issue of Media International Australia (119): 85-98.
Elkington, T. G. (2005). How a Salad Bowl Can Improve Transmedia Storytelling: Integration and Convergence in Film and Game Development. Futureplay 2005 . East Lansing, MI.
Greenaway, P. (2003, 28 Sept). "Cinema Militans Lecture: Toward a re-invention of cinema." Retrieved 17 March, 2006, from http://petergreenaway.co.uk/essay3.htm.
Pilotta, J. J., Schultz, D.E. et al. Simultaneous Media Usage: A Critical Consumer Orientation to Media Planning, Journal of Consumer Behaviour (2004), John Wiley & Sons, Ltd., 3(3), 285-292.
Toffler, A. (1980). De-Massifying the Media. The Third Wave . New York, Morrow : 155-167.
Wiberg, M. (2007). Midgets: Exploring the Design Space for Truly Liquid Media . 1st International Conference on Crossmedia Interaction Design, Hemavan, Sweden.

http://powertothepixel.com	111
http://www.universecreation101.com	84
http://www.christydena.com	59
http://domus.grenet.fr	20
http://www.slideshare.net	13
http://uclaextension.blackboard.com	11
http://lesemao.blogspot.com	1
http://translate.googleusercontent.com	1

Should We? Could We? Would We? Films in the Age of Cross-Media Production

by Christy Dena on Oct 29, 2008

Accessibility

Categories

Tags

Upload Details

Usage Rights

8 Embeds 300

Statistics

Should We? Could We? Would We? Films in the Age of Cross-Media Production — Presentation Transcript