DE Conferentie 2010, dag 2, workshop 6: Michael Epstein, "Untravel Media. Terratives"

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DE Conferentie 2010, dag 2, workshop 6: Michael Epstein, "Untravel Media. Terratives"

  1. 1. TERRATIVES Michael Epstein Founder, CEO [email_address]
  2. 2. 1. TERRATIVES- Mobile Production Strategies 2. AUDIENCES - Near and Far 3. DISTRIBUTION – App stores and on-site 4. TECHNOLOGY – Challenges and Solutions 5. FUTURE - Trends and Vision
  3. 3. 2003 – Noble Location-Based Film Experiment…Failed
  4. 4. (Terratives) Location-Based Media Untravel was founded on the belief that mobile media holds potential for a new type of participatory storytelling . Most mobile media is currently a sedentary, immobile experience . Untravel’s mobile applications move audiences through environments, putting them in touch with the people and stories of a place.
  5. 5. Untravel 2006-2010
  6. 6. Case Study: Walking Cinema: Murder on Beacon Hill 1990 Book 2003 Film 2009 Terrative
  7. 7. ABOUT THE APP iPhone App (streaming and full versions) + video podcast + online video. Uses GPS to guide users Videos manually selected. Videos as overlays v. augmented reality. Sells for $4.99 USD Partnerships with local businesses and historic sites to develop installations.
  8. 8. Technology <ul><li>Streaming/on board </li></ul><ul><li>GPS </li></ul><ul><li>Based on film clips </li></ul><ul><li>Screen shots </li></ul>
  9. 9. RETAIL CONSPIRACY
  10. 10. Technology <ul><li>Streaming/on board </li></ul><ul><li>GPS </li></ul><ul><li>Based on film clips </li></ul><ul><li>Screen shots </li></ul>
  11. 11. Technology <ul><li>Streaming/on board </li></ul><ul><li>GPS </li></ul><ul><li>Based on film clips </li></ul><ul><li>Screen shots </li></ul>
  12. 13. YOUR STORY, YOU DRIVE, YOU CONTRIBUTE
  13. 14. MAP LAYERING, CUSTOMIZING, HIJACKING
  14. 15. TRANSMEDIA LESSONS - Characters Persistent across platforms - Each platform does what it does best - Multiple entry points to single storyline - Bring people together , give them something to do - Location adds authenticity to messaging . - On site audiences extending online audience experience
  15. 16. 1. TERRATIVES- Mobile Production Strategies 2. AUDIENCES - Near and Far 3. DISTRIBUTION – App stores and on-site 4. TECHNOLOGY – Challenges and Solutions 5. FUTURE - Trends and Vision
  16. 17. <ul><li>Video length (2-3min) lends itself to sharing websites </li></ul><ul><li>Produce once target multiple platforms. </li></ul><ul><li>Armchair travel </li></ul><ul><li>First App to win an award in major film festival. </li></ul>Audiences- Both Local and Global
  17. 18. MULTIGENERATIONAL EXPERIENCE
  18. 19. 1. TERRATIVES- Mobile Production Strategies 2. AUDIENCES - Near and Far 3. DISTRIBUTION – App stores and on-site 4. TECHNOLOGY – Challenges and Solutions 5. FUTURE - Trends and Vision
  19. 20. Just in Place Reception and Distribution
  20. 21. 1. TERRATIVES- Mobile Production Strategies 2. AUDIENCES - Near and Far 3. DISTRIBUTION – App stores and on-site 4. TECHNOLOGY – Challenges and Solutions 5. FUTURE - Trends and Vision
  21. 22. Technology Hurdles – Fragmentation and Reception <ul><li>Produce once, deliver to many (Webkit, mobile web) </li></ul><ul><li>Smartphones = 12% of US Market (growing, iPhone users tripled in last year, heavier on coasts) </li></ul><ul><li>Multiple App Stores (blackberry, ovi, Apple, etc.) </li></ul><ul><li>Headphones are daunting (some users don’t like headphones in public.) </li></ul><ul><li>Environmental Instability (weather, site changes, etc.) </li></ul><ul><li>Spotty service , battery life </li></ul><ul><li>Map use and orientation </li></ul>
  22. 23. Platforms The gap between mobile web, flash, iPhone, Android, etc. is closing Java-based solutions (Phonegap) Cloud Based Media Platforms (Toura) Augmented Reality Browsers (Metaio)
  23. 24. 1. TERRATIVES- Mobile Production Strategies 2. AUDIENCES - Near and Far 3. DISTRIBUTION – App stores and on-site 4. TECHNOLOGY – Challenges and Solutions 5. FUTURE - Trends and Vision
  24. 25. <ul><li>Site Specific Transmedia: Disney eports Brisk uptake of Kim Possible Mobile Phone Adventure </li></ul><ul><li>Pervasive Games : The Dark Knight, ARG Whysoserious.com </li></ul><ul><li>Print + Augmented Reality : print becomes multimedia. </li></ul><ul><li>Maps for Media and Personalization: Wilderness Downtown music video by Google and @Radical </li></ul>Scaling and Major Brands
  25. 26. Big (Pervasive) Games and ARGs
  26. 27. Augmented Reality will be visually sophisticated and story driven The Hidden Park (James Kane) Mini AR in Automotive Magazines (Mini GDR) “ It’s My Time” Campaign (Benetton)
  27. 28. Interpreting American Disasters (Untravel) Maps Will be Personal, Lively, Persistent... The Wilderness Downtown (Arcade Fire)
  28. 29. Bio Michael Epstein, CEO ( [email_address] ) MIT M.S. in Comparative Media Studies. In 2002 Michael started working in this field and from 2004-5 he directed a pilot project in media production in Venice, Italy. After a successful competition with MIT’s 100K competition, he founded Untravel in 2006. In addition to running day-to-day operations, Michael writes, directs, and edits audio for Untravel productions. His work has won the New Media Documentary film award in the 2010 Boston International Film Festival and the 2010 Silver Muse Award from the American Association of Museums. He currently resides in San Francisco with his wife who he met while untraveling.

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