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Transmediaengagement
                      Participatory Culture to Activism

            siobhan o’flynn, phd
                       June 1, 2012
                         toronto




Tuesday, 5 June, 12
Thehungergames
                       casestudy: defining metrics of success




Tuesday, 5 June, 12
SocialMediaCampaign

                                                                 thehungergames
          facebook active Early:                                                                                   March	
  2011,	
  cas,ng	
  revealed	
  on	
  Facebook
          Facebook Fan contest to visit set: 24	
  June	
  2011
          teaser trailer:                                                                                         August	
  2011,	
  reveals	
  #whatsmydistrict,	
  
          	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  use	
  triggers	
  tweet	
  back	
  from	
  @CapitolPN
          thecapitol.PN site:	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  29	
  August	
  2011,	
  register	
  for	
  your	
  district
          13 Pages launched on Facebook:	
  	
  	
  	
  12	
  Districts	
  &	
  Capitol	
  PN
          CapitolCouture.pn tumblr site:	
  	
  	
  	
  	
  January	
  2012,	
  style	
  guides,	
  pics,	
  contests
          Capitol.pn tour site:                                                                                    31	
  January	
  2012,	
  sign	
  up	
  for	
  tour
          cafepress merchandizing:                                                                                  21	
  February	
  2012,	
  fan	
  &	
  official	
  designs	
  for	
  sale

                                                                                                http://www.fastcocreate.com/1680467/inside-the-hunger-games-social-media-machine#1


Tuesday, 5 June, 12
socialplatforms

   fan of the week     district mayors    beta testers           tumblr




   youtube channel     fan made content   official & fan merch    red carpet on facebook




Tuesday, 5 June, 12
teaserpuzzles
                                                                 • #HungerGames100	
  Campaign	
  15	
  Dec.	
  
                                                                         2011
                                                                 •Integra,on	
  &	
  Cross-­‐Pollina,on	
  of	
  Social	
  
                                                                 Media	
  PlaTorms
                                                                 •100	
  pieces	
  hidden	
  on	
  Partner	
  Facebook	
  
                                                                 pages
                                                                 •Treasure	
  hunt	
  to	
  assemble	
  poster	
  
                                                                 •Generated	
  100,000+	
  tweets
                                                                 •Facebook,	
  and	
  TwiWer	
  to	
  work	
  together.	
  
                                                                 “We	
  were	
  pleasantly	
  surprised	
  throughout	
  
                                                                 the	
  en,re	
  process.”
                                                                 •12	
  different	
  websites	
  as	
  “district	
  sponsors.”	
  
                                                                 Yahoo,	
  Machinima,	
  Fandango,	
  IGN...

                       http://www.fastcocreate.com/1680467/inside-the-hunger-games-social-media-machine#1


Tuesday, 5 June, 12
hybridmarketingcampaign
                                                                                     traditional marketing:
                                                                                     80,000	
  posters	
  distributed,	
  50	
  magazine	
  
                                                                                     cover	
  stories,	
  ads	
  on	
  3,000	
  billboards	
  &	
  
                                                                                     bus	
  shelters	
  


                                                                                     marketing budget: $45 million
                                                                                            vs typical: $100 million
                                                                                     21 staff vs 100 in typical campaign

                                                                                     Before	
  the	
  launch	
  on	
  March	
  23,	
  ‘a	
  
                                                                                     staggering	
  84%	
  of	
  moviegoers	
  said	
  (last)	
  
                                                                                     week	
  that	
  they	
  had	
  heard	
  of	
  'The	
  Hunger	
  
                                                                                     Games,'	
  and	
  61%	
  said	
  they	
  were	
  
                                                                                     definitely	
  interested	
  in	
  seeing	
  it.’

                       http://www.nytimes.com/2012/03/19/business/media/how-hunger-games-built-up-must-see-fever.html?_r=1&pagewanted=all


Tuesday, 5 June, 12
Success

                                 bynumbers
                                                                                        Between	
  Thursday,	
  March	
  21	
  and	
  
                                                                                        Sunday,	
  March	
  24	
  The	
  Hunger	
  Games	
  
                                                                                        generated	
  over	
  3	
  million	
  
                                                                                        conversa,ons	
  on	
  the	
  social	
  web.
                                                                                        Majority	
  of	
  conversa,ons	
  were	
  on	
  
                                                                                        TwiWer.
                                                                                        Facebook	
  was	
  the	
  second	
  most-­‐used	
  
                                                                                        plaTorm	
  with	
  just	
  over	
  a	
  hundred	
  
                                                                                        thousand	
  conversa,ons.




                      http://www.radian6.com/blog/2012/03/the-hunger-games-social-media-campaign-a-case-study-in-content-marketing/


Tuesday, 5 June, 12
1stweekendnumbers
            3rd highest domestic, non-summer/non-sequel opening
            $152.2 million
            •‘A’	
  CinemaScore	
  overall	
  on	
  Friday	
  night                              •Males	
  made	
  up	
  39	
  percent	
  of	
  Hunger	
  
            •under	
  age	
  25	
  ra,ng	
  =	
  ‘A+’	
                                          Games'	
  Friday	
  night	
  audience.
            •over	
  25	
  ra,ng	
  =	
  ‘A-­‐’                                                  •	
  49	
  percent	
  of	
  those	
  showing	
  up	
  to	
  see	
  
            •39	
  percent	
  of	
  the	
  audience	
  younger	
  than	
                         Hunger	
  Games	
  were	
  under	
  age	
  25;	
  
            18                                                                                   Lionsgate's	
  exit	
  polling	
  showed	
  that	
  44	
  
            •CinemaScore	
  exit	
  polling                                                      percent	
  were	
  under	
  25.

            Saturday/Sunday	
  viewing	
  fell	
  by	
  only	
  20%	
  indica,ng	
  strong	
  family	
  turn-­‐out.
            Success	
  in	
  all	
  4	
  quadrants:	
  Men	
  over/under	
  25;	
  Women	
  over/under	
  25

            The	
  Hunger	
  Games	
  played	
  in	
  4,137	
  theaters	
  at	
  the	
  domes,c	
  box	
  office,	
  including	
  268	
  Imax	
  
            theaters,	
  which	
  turned	
  in	
  a	
  heny	
  $10.6	
  milion	
  for	
  a	
  per-­‐screen	
  average	
  of	
  $40,000,	
  a	
  record	
  
            for	
  a	
  2D	
  nonsequel.
                                                http://www.hollywoodreporter.com/news/box-office-report-hunger-games-jennifer-lawrence-304214


Tuesday, 5 June, 12
hybridmarketingcampaign
                                                                             ‘...Lionsgate	
  marketers	
  likely	
  spent	
  $15	
  
                                                                             million	
  to	
  $20	
  million	
  less	
  (30%)	
  than	
  a	
  
                                                                             larger	
  Hollywood	
  studio	
  might	
  have,	
  using	
  
                                                                             a	
  campaign	
  heavier	
  on	
  television	
  
                                                                             adver,sing.’	
  


                                                                             ‘The	
  mix	
  will	
  change.	
  Companies	
  that	
  are	
  
                                                                             conglomerates,	
  with	
  large	
  broadcast	
  
                                                                             networks	
  or	
  a	
  bouquet	
  of	
  cable	
  channels	
  
                                                                             are	
  going	
  to	
  have	
  to	
  adapt.	
  And	
  it	
  will	
  be	
  
                                                                             disrup,ve.’
                                                                             Jon	
  Feltheimer,	
  Lionsgate	
  Entertainment	
  
                                                                             Corp	
  Chief	
  Execu,ve




                        http://www.reuters.com/article/2012/05/04/entertainment-us-hollywood-socialmedia-idUSBRE8431JP20120504


Tuesday, 5 June, 12
data pulled
                      April 21 & May 20




Tuesday, 5 June, 12
Danielle DePalma interview with FastCompany.com
                                            Lionsgate’s senior vice president for digital marketing


                                thehungergames ‘socialmediamachine’
                                                                         1.	
  Play	
  to	
  your	
  base.	
  Fans	
  come	
  1st.	
  &	
  2nd.	
  &	
  3rd
                                                                         2.	
  Exploit	
  Each	
  Social	
  Media	
  PlaTorm	
  for	
  its	
  unique	
  
                                                                         quali,es
                                                                         3.	
  The	
  Source	
  -­‐	
  the	
  Book	
  -­‐	
  is	
  Your	
  Bible
                                                                         4.	
  Cast	
  a	
  Wide	
  Net:	
  Every	
  One	
  is	
  on	
  Team	
  ‘Hunger	
  
                                                                         Games’
                                                                         5.	
  Tease	
  Judiciously

          6.	
  Turn	
  Tradi,onal	
  Adver,sing	
  into	
  Social	
  Media	
  Events
          7.	
  Cross-­‐Pollinate	
  Social	
  Media	
  PlaTorms
          8.	
  Tweak	
  (and	
  Tweak)	
  Constantly!
          9.	
  Employ	
  Apps	
  &	
  Games	
  to	
  Sustain	
  Post-­‐	
  Release	
  Momentum	
  to	
  DVD	
  sales
          10.	
  Play	
  the	
  Long	
  Game,	
  This	
  is	
  Only	
  the	
  Beginning
                             http://www.fastcocreate.com/1680467/inside-the-hunger-games-social-media-machine#10

Tuesday, 5 June, 12
designdecision
                      “We	
  made	
  a	
  rule	
  that	
  we	
  would	
  never	
  say	
  ‘23	
  kids	
  get	
  killed,’	
  “We	
  say	
  ‘only	
  one	
  
                      wins.’	
  ”	
  The	
  team	
  also	
  barred	
  the	
  phrase	
  “Let	
  the	
  games	
  begin.”
                      “This	
  is	
  not	
  about	
  glorifying	
  compe,,on;	
  these	
  kids	
  are	
  vic,ms.”
                      “Everyone	
  liked	
  the	
  implica,on	
  that	
  if	
  you	
  want	
  to	
  see	
  the	
  games	
  you	
  have	
  to	
  buy	
  a	
  
                      ,cket.”
                                                                                                   Tim	
  Palen,	
  Lionsgate’s	
  chief	
  marke,ng	
  officer
                      “We	
  were	
  able	
  to	
  dive	
  into	
  the	
  world	
  of	
  the	
  Capitol.	
  It	
  allowed	
  us	
  to	
  focus	
  on	
  the	
  
                      stunning	
  visuals	
  of	
  the	
  Capitol	
  and	
  the	
  adult	
  cast	
  of	
  the	
  film	
  [Woody	
  Harrelson,	
  
                      Lenny	
  Kravitz,	
  Elizabeth	
  Banks],	
  who	
  were	
  much	
  more	
  known,	
  rather	
  than	
  selling	
  
                      the	
  games.”	
  
                                            DanielleDePalma,	
  Lionsgate’s	
  senior	
  vice	
  president	
  for	
  digital	
  marke,ng




                                                http://www.nytimes.com/2012/03/19/business/media/how-hunger-games-built-up-must-see-fever.html?pagewanted=all


Tuesday, 5 June, 12
storyworldextension




                         http://www.nytimes.com/2012/03/19/business/media/how-hunger-games-built-up-must-see-fever.html?pagewanted=all


Tuesday, 5 June, 12
monetizing
                                                              “Having	
  a	
  nail	
  polish	
  for	
  the	
  rabid	
  young	
  girl	
  
                                                              fan	
  base	
  to	
  relate	
  to	
  our	
  movie	
  on	
  a	
  personal	
  
                                                              level	
  feels	
  smart.”

                                                                               Tim	
  Palen,	
  Lionsgate’s	
  chief	
  marke,ng	
  officer

                                                              “...[because]	
  the	
  film’s	
  characters	
  are	
  too	
  
                                                              busy	
  murdering	
  each	
  other	
  to	
  get	
  manicures,	
  
                                                              the	
  nail	
  polishes	
  are	
  sold	
  as	
  products	
  worn	
  
                                                              by	
  the	
  extras...”	
  

                                                                              Monica	
  Corcoran	
  Harel,	
  NY	
  Times	
  style	
  ar,cle
                                                                                                                      March	
  23,	
  2012


                      http://www.nytimes.com/2012/03/25/fashion/noticed-movie-tie-ins-extend-to-beauty-products.html?_r=2&ref=media


Tuesday, 5 June, 12
Recap: “6 Reasons Why ‘the Avengers’ is Crushing it at the
                                                  Box Office”

                                              Jeffgomez & fabianNicieza

                                                                      1.	
  A	
  Mastermind	
  with	
  a	
  Long-­‐Term	
  Scheme	
  
                                                                      2.	
  Insis,ng	
  the	
  Story	
  Wins	
  Out	
  Over	
  Egos	
  
                                                                      3.	
  Homer,	
  Dante	
  and…Stan	
  Lee!	
  
                                                                      	
  	
  	
  	
  	
  	
  	
  Embracing	
  a	
  Mythos	
  of	
  Our	
  Own
                                                                      4.	
  One	
  Universe,	
  Dozens	
  of	
  Access	
  Points
                                                                      5.	
  Incen,vizing	
  Rivals	
  to	
  Team	
  Up
                                                                      6.	
  A	
  Daring,	
  Well-­‐Timed	
  Release	
  Strategy
                                                                                                  15	
  May	
  2012,	
  BusinessInsider.com




                      http://articles.businessinsider.com/2012-05-15/entertainment/31705895_1_individual-movies-feige-comic-book-fans/2


Tuesday, 5 June, 12
The Story, the Storyworld, the Archetypal Pattern?

                       Thehungergames                                                                           theavengers
    1.	
  Play	
  to	
  your	
  base.	
  Fans	
  come	
  1st.	
  &	
  2nd.	
  &	
  3rd.   1.	
  A	
  Mastermind	
  with	
  a	
  Long-­‐Term	
  	
  
    2.	
  Exploit	
  Each	
  Social	
  Media	
  PlaTorm	
  for	
  its	
  unique	
  
    quali,es                                                                              	
  	
  	
  	
  Scheme	
  
    3.	
  The	
  Source	
  -­‐	
  the	
  Book	
  -­‐	
  is	
  Your	
  Bible               2.	
  Insis,ng	
  the	
  Story	
  Wins	
  Out	
  Over	
  Egos	
  
    4.	
  Cast	
  a	
  Wide	
  Net:	
  Every	
  One	
  is	
  on	
  Team	
  ‘Hunger	
      3.	
  Homer,	
  Dante	
  and…Stan	
  Lee!	
  
    Games’
                                                                                          	
  	
  	
  	
  	
  Embracing	
  a	
  Mythos	
  of	
  Our	
  Own
    5.	
  Tease	
  Judiciously
                                                                                          4.	
  One	
  Universe,	
  Dozens	
  of	
  Access	
  Points
    6.	
  Turn	
  Tradi,onal	
  Adver,sing	
  into	
  Social	
  Media	
  
    Events                                                                                5.	
  Incen,vizing	
  Rivals	
  to	
  Team	
  Up
    7.	
  Cross-­‐Pollinate	
  Social	
  Media	
  PlaTorms                                6.	
  A	
  Daring,	
  Well-­‐Timed	
  Release	
  Strategy
    8.	
  Tweak	
  (and	
  Tweak)	
  Constantly!                                                             15	
  May	
  2012,	
  BusinessInsider.com
    9.	
  Employ	
  Apps	
  &	
  Games	
  to	
  Sustain	
  Post-­‐	
  Release	
  
    Momentum

    10.	
  Play	
  the	
  Long	
  Game,	
  This	
  is	
  Only	
  the	
  Beginning

                             http://articles.businessinsider.com/2012-05-15/entertainment/31705895_1_individual-movies-feige-comic-book-fans/2


Tuesday, 5 June, 12
who is team ‘hunger games’?


                            who	
  do	
  we	
  iden,fy	
  with?




                              what	
  is	
  the	
  long	
  game?

Tuesday, 5 June, 12
Meanwhile....FanGeneratedExtensions

                                        thehungergames
   Panemoctober.cCOM:                                                                                                down with the capitol
   Fan	
  ARG	
  launches	
  October	
                                                                               Facebook	
  page	
  launches:	
  	
  
   2011,	
  50,000+	
  players	
  sign	
                                                                             January	
  2012
   up,	
  Gamemaster	
  changes	
              the hunger but mainly   the hunger games rPG
                                                                                                                     fan-­‐created	
  site
   name	
  aner	
  Lionsgate’s	
               death games             May	
  2012	
  fans	
  train	
  then,	
  
   cease	
  &	
  desist	
  LeWer                                       fight	
  in	
  a	
  Hunger	
  Game	
  as	
  
                                                                       tributes




Tuesday, 5 June, 12
thehungergames singapore

               GROW A BETTER FUTURE
       In	
  Panem,	
  the	
  Capitol	
  enforces	
  scarcity.	
  Though	
  there	
  are	
  a	
  mul,tude	
  of	
  resources	
  throughout	
  the	
  Districts,	
  though	
  Katniss	
  and	
  Gale	
  
       are	
  expert	
  hunters,	
  the	
  Capitol	
  uses	
  its	
  power	
  to	
  enforce	
  ar,ficial	
  scarcity.	
  This	
  forces	
  ci,zens	
  of	
  the	
  Districts	
  to	
  break	
  the	
  law	
  or	
  to	
  
       enter	
  their	
  names	
  for	
  the	
  Reaping	
  over	
  20	
  ,mes.	
  The	
  system	
  is	
  designed	
  to	
  keep	
  the	
  rich	
  in	
  the	
  lap	
  of	
  luxury	
  and	
  the	
  poor	
  
       scrounging	
  for	
  scraps	
  to	
  feed	
  their	
  children.

       Our	
  system	
  is	
  broken	
  too.	
  There	
  is	
  enough	
  food	
  in	
  the	
  world	
  to	
  go	
  around.	
  There	
  are	
  enough	
  farms,	
  enough	
  resources,	
  to	
  ensure	
  
       that	
  no	
  one	
  goes	
  hungry.	
  That’s	
  why	
  Oxfam	
  America	
  has	
  dedicated	
  its	
  GROW	
  campaign	
  to	
  reforming	
  these	
  systema,c	
  injus,ces.	
  It	
  
       addresses	
  5	
  major	
  failings	
  in	
  our	
  system	
  that	
  lead	
  to	
  starva,on	
  around	
  the	
  world.

                                                                   http://opinionator.blogs.nytimes.com/2012/03/31/fan-power-hunger-is-not-a-game-revisited

Tuesday, 5 June, 12
Crowdsourcing Currency/Concurrency
                       ‘Ushahidi & The Cult of the Crowd’

                                    currency                     a	
  mechanism	
  for	
  exchanging	
  value
                                                                                     system	
  of	
  transac,ons
                                                                                                       quid	
  pro	
  quo


                                    currency                                     as	
  $	
  =	
  a	
  system	
  of	
  trust


               Jongosier            concurrency	
  	
  	
  	
  	
  simultaneous,	
  interconnected	
  ac,on




                            http://cultofthecrowd.com/post/5386708994/currency

Tuesday, 5 June, 12
Currency/Concurrency


                                                    Jongosier
                                                            social currency
                                                            ‘...enables	
  collabora,on.	
  	
  But	
  collabora,on	
  is	
  more	
  than	
  
                                                            just	
  the	
  exchange	
  of	
  ideas	
  and	
  intent.	
  	
  It’s	
  also	
  where	
  
                                                            ac,ons	
  occur.	
  These	
  interdependent	
  ac,ons	
  are	
  
                                                            concurrent	
  to	
  each	
  other	
  —	
  meaning	
  they	
  occur	
  
                                                            simultaneously,	
  because	
  of,	
  and	
  in	
  spite	
  of	
  each	
  other.’	
  



           ...crowds	
  are	
  mo,vated	
  to	
  work	
  together	
  because	
  of	
  social	
  currency,	
  intangible	
  assets	
  that	
  
           offer	
  value	
  for	
  others.	
  But	
  the	
  mechanics	
  of	
  the	
  crowd	
  work	
  because	
  of	
  this	
  concurrency	
  
           and	
  collec,ve	
  intelligence.	
  Working	
  together	
  to	
  achieve	
  a	
  big	
  thing,	
  allows	
  individual	
  
           contribu,ons	
  to	
  maWer	
  more.

           In	
  this	
  increasingly	
  connected	
  world,	
  the	
  value	
  of	
  monetary	
  currency	
  is	
  diminished	
  where	
  
           the	
  currencies	
  of	
  social	
  exchange	
  and	
  collabora,on	
  maWer	
  more.	
  	
  Individuals	
  can	
  self-­‐
           organize	
  for	
  the	
  greater	
  purpose	
  of	
  achieving	
  a	
  collec,ve	
  task.’



                                                    http://cultofthecrowd.com/post/5386708994/currency

Tuesday, 5 June, 12
two models of engagement
                                Is One Better Than the Other?




                           http://opinionator.blogs.nytimes.com/2012/03/31/fan-power-hunger-is-not-a-game-revisited

Tuesday, 5 June, 12
thankyou
                      Siobhan O’Flynn, PhD
                          CFC Media Lab
                        University of Toronto

                           sioflynn@me.com
                          @Sioflynn on Twitter


Tuesday, 5 June, 12

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Transmedia engagement participatory culture to activism

  • 1. Transmediaengagement Participatory Culture to Activism siobhan o’flynn, phd June 1, 2012 toronto Tuesday, 5 June, 12
  • 2. Thehungergames casestudy: defining metrics of success Tuesday, 5 June, 12
  • 3. SocialMediaCampaign thehungergames facebook active Early: March  2011,  cas,ng  revealed  on  Facebook Facebook Fan contest to visit set: 24  June  2011 teaser trailer: August  2011,  reveals  #whatsmydistrict,                                                                                                        use  triggers  tweet  back  from  @CapitolPN thecapitol.PN site:                                                29  August  2011,  register  for  your  district 13 Pages launched on Facebook:        12  Districts  &  Capitol  PN CapitolCouture.pn tumblr site:          January  2012,  style  guides,  pics,  contests Capitol.pn tour site: 31  January  2012,  sign  up  for  tour cafepress merchandizing: 21  February  2012,  fan  &  official  designs  for  sale http://www.fastcocreate.com/1680467/inside-the-hunger-games-social-media-machine#1 Tuesday, 5 June, 12
  • 4. socialplatforms fan of the week district mayors beta testers tumblr youtube channel fan made content official & fan merch red carpet on facebook Tuesday, 5 June, 12
  • 5. teaserpuzzles • #HungerGames100  Campaign  15  Dec.   2011 •Integra,on  &  Cross-­‐Pollina,on  of  Social   Media  PlaTorms •100  pieces  hidden  on  Partner  Facebook   pages •Treasure  hunt  to  assemble  poster   •Generated  100,000+  tweets •Facebook,  and  TwiWer  to  work  together.   “We  were  pleasantly  surprised  throughout   the  en,re  process.” •12  different  websites  as  “district  sponsors.”   Yahoo,  Machinima,  Fandango,  IGN... http://www.fastcocreate.com/1680467/inside-the-hunger-games-social-media-machine#1 Tuesday, 5 June, 12
  • 6. hybridmarketingcampaign traditional marketing: 80,000  posters  distributed,  50  magazine   cover  stories,  ads  on  3,000  billboards  &   bus  shelters   marketing budget: $45 million vs typical: $100 million 21 staff vs 100 in typical campaign Before  the  launch  on  March  23,  ‘a   staggering  84%  of  moviegoers  said  (last)   week  that  they  had  heard  of  'The  Hunger   Games,'  and  61%  said  they  were   definitely  interested  in  seeing  it.’ http://www.nytimes.com/2012/03/19/business/media/how-hunger-games-built-up-must-see-fever.html?_r=1&pagewanted=all Tuesday, 5 June, 12
  • 7. Success bynumbers Between  Thursday,  March  21  and   Sunday,  March  24  The  Hunger  Games   generated  over  3  million   conversa,ons  on  the  social  web. Majority  of  conversa,ons  were  on   TwiWer. Facebook  was  the  second  most-­‐used   plaTorm  with  just  over  a  hundred   thousand  conversa,ons. http://www.radian6.com/blog/2012/03/the-hunger-games-social-media-campaign-a-case-study-in-content-marketing/ Tuesday, 5 June, 12
  • 8. 1stweekendnumbers 3rd highest domestic, non-summer/non-sequel opening $152.2 million •‘A’  CinemaScore  overall  on  Friday  night •Males  made  up  39  percent  of  Hunger   •under  age  25  ra,ng  =  ‘A+’   Games'  Friday  night  audience. •over  25  ra,ng  =  ‘A-­‐’ •  49  percent  of  those  showing  up  to  see   •39  percent  of  the  audience  younger  than   Hunger  Games  were  under  age  25;   18 Lionsgate's  exit  polling  showed  that  44   •CinemaScore  exit  polling percent  were  under  25. Saturday/Sunday  viewing  fell  by  only  20%  indica,ng  strong  family  turn-­‐out. Success  in  all  4  quadrants:  Men  over/under  25;  Women  over/under  25 The  Hunger  Games  played  in  4,137  theaters  at  the  domes,c  box  office,  including  268  Imax   theaters,  which  turned  in  a  heny  $10.6  milion  for  a  per-­‐screen  average  of  $40,000,  a  record   for  a  2D  nonsequel. http://www.hollywoodreporter.com/news/box-office-report-hunger-games-jennifer-lawrence-304214 Tuesday, 5 June, 12
  • 9. hybridmarketingcampaign ‘...Lionsgate  marketers  likely  spent  $15   million  to  $20  million  less  (30%)  than  a   larger  Hollywood  studio  might  have,  using   a  campaign  heavier  on  television   adver,sing.’   ‘The  mix  will  change.  Companies  that  are   conglomerates,  with  large  broadcast   networks  or  a  bouquet  of  cable  channels   are  going  to  have  to  adapt.  And  it  will  be   disrup,ve.’ Jon  Feltheimer,  Lionsgate  Entertainment   Corp  Chief  Execu,ve http://www.reuters.com/article/2012/05/04/entertainment-us-hollywood-socialmedia-idUSBRE8431JP20120504 Tuesday, 5 June, 12
  • 10. data pulled April 21 & May 20 Tuesday, 5 June, 12
  • 11. Danielle DePalma interview with FastCompany.com Lionsgate’s senior vice president for digital marketing thehungergames ‘socialmediamachine’ 1.  Play  to  your  base.  Fans  come  1st.  &  2nd.  &  3rd 2.  Exploit  Each  Social  Media  PlaTorm  for  its  unique   quali,es 3.  The  Source  -­‐  the  Book  -­‐  is  Your  Bible 4.  Cast  a  Wide  Net:  Every  One  is  on  Team  ‘Hunger   Games’ 5.  Tease  Judiciously 6.  Turn  Tradi,onal  Adver,sing  into  Social  Media  Events 7.  Cross-­‐Pollinate  Social  Media  PlaTorms 8.  Tweak  (and  Tweak)  Constantly! 9.  Employ  Apps  &  Games  to  Sustain  Post-­‐  Release  Momentum  to  DVD  sales 10.  Play  the  Long  Game,  This  is  Only  the  Beginning http://www.fastcocreate.com/1680467/inside-the-hunger-games-social-media-machine#10 Tuesday, 5 June, 12
  • 12. designdecision “We  made  a  rule  that  we  would  never  say  ‘23  kids  get  killed,’  “We  say  ‘only  one   wins.’  ”  The  team  also  barred  the  phrase  “Let  the  games  begin.” “This  is  not  about  glorifying  compe,,on;  these  kids  are  vic,ms.” “Everyone  liked  the  implica,on  that  if  you  want  to  see  the  games  you  have  to  buy  a   ,cket.” Tim  Palen,  Lionsgate’s  chief  marke,ng  officer “We  were  able  to  dive  into  the  world  of  the  Capitol.  It  allowed  us  to  focus  on  the   stunning  visuals  of  the  Capitol  and  the  adult  cast  of  the  film  [Woody  Harrelson,   Lenny  Kravitz,  Elizabeth  Banks],  who  were  much  more  known,  rather  than  selling   the  games.”   DanielleDePalma,  Lionsgate’s  senior  vice  president  for  digital  marke,ng http://www.nytimes.com/2012/03/19/business/media/how-hunger-games-built-up-must-see-fever.html?pagewanted=all Tuesday, 5 June, 12
  • 13. storyworldextension http://www.nytimes.com/2012/03/19/business/media/how-hunger-games-built-up-must-see-fever.html?pagewanted=all Tuesday, 5 June, 12
  • 14. monetizing “Having  a  nail  polish  for  the  rabid  young  girl   fan  base  to  relate  to  our  movie  on  a  personal   level  feels  smart.” Tim  Palen,  Lionsgate’s  chief  marke,ng  officer “...[because]  the  film’s  characters  are  too   busy  murdering  each  other  to  get  manicures,   the  nail  polishes  are  sold  as  products  worn   by  the  extras...”   Monica  Corcoran  Harel,  NY  Times  style  ar,cle March  23,  2012 http://www.nytimes.com/2012/03/25/fashion/noticed-movie-tie-ins-extend-to-beauty-products.html?_r=2&ref=media Tuesday, 5 June, 12
  • 15. Recap: “6 Reasons Why ‘the Avengers’ is Crushing it at the Box Office” Jeffgomez & fabianNicieza 1.  A  Mastermind  with  a  Long-­‐Term  Scheme   2.  Insis,ng  the  Story  Wins  Out  Over  Egos   3.  Homer,  Dante  and…Stan  Lee!                Embracing  a  Mythos  of  Our  Own 4.  One  Universe,  Dozens  of  Access  Points 5.  Incen,vizing  Rivals  to  Team  Up 6.  A  Daring,  Well-­‐Timed  Release  Strategy 15  May  2012,  BusinessInsider.com http://articles.businessinsider.com/2012-05-15/entertainment/31705895_1_individual-movies-feige-comic-book-fans/2 Tuesday, 5 June, 12
  • 16. The Story, the Storyworld, the Archetypal Pattern? Thehungergames theavengers 1.  Play  to  your  base.  Fans  come  1st.  &  2nd.  &  3rd. 1.  A  Mastermind  with  a  Long-­‐Term     2.  Exploit  Each  Social  Media  PlaTorm  for  its  unique   quali,es        Scheme   3.  The  Source  -­‐  the  Book  -­‐  is  Your  Bible 2.  Insis,ng  the  Story  Wins  Out  Over  Egos   4.  Cast  a  Wide  Net:  Every  One  is  on  Team  ‘Hunger   3.  Homer,  Dante  and…Stan  Lee!   Games’          Embracing  a  Mythos  of  Our  Own 5.  Tease  Judiciously 4.  One  Universe,  Dozens  of  Access  Points 6.  Turn  Tradi,onal  Adver,sing  into  Social  Media   Events 5.  Incen,vizing  Rivals  to  Team  Up 7.  Cross-­‐Pollinate  Social  Media  PlaTorms 6.  A  Daring,  Well-­‐Timed  Release  Strategy 8.  Tweak  (and  Tweak)  Constantly! 15  May  2012,  BusinessInsider.com 9.  Employ  Apps  &  Games  to  Sustain  Post-­‐  Release   Momentum 10.  Play  the  Long  Game,  This  is  Only  the  Beginning http://articles.businessinsider.com/2012-05-15/entertainment/31705895_1_individual-movies-feige-comic-book-fans/2 Tuesday, 5 June, 12
  • 17. who is team ‘hunger games’? who  do  we  iden,fy  with? what  is  the  long  game? Tuesday, 5 June, 12
  • 18. Meanwhile....FanGeneratedExtensions thehungergames Panemoctober.cCOM: down with the capitol Fan  ARG  launches  October   Facebook  page  launches:     2011,  50,000+  players  sign   January  2012 up,  Gamemaster  changes   the hunger but mainly the hunger games rPG fan-­‐created  site name  aner  Lionsgate’s   death games May  2012  fans  train  then,   cease  &  desist  LeWer fight  in  a  Hunger  Game  as   tributes Tuesday, 5 June, 12
  • 19. thehungergames singapore GROW A BETTER FUTURE In  Panem,  the  Capitol  enforces  scarcity.  Though  there  are  a  mul,tude  of  resources  throughout  the  Districts,  though  Katniss  and  Gale   are  expert  hunters,  the  Capitol  uses  its  power  to  enforce  ar,ficial  scarcity.  This  forces  ci,zens  of  the  Districts  to  break  the  law  or  to   enter  their  names  for  the  Reaping  over  20  ,mes.  The  system  is  designed  to  keep  the  rich  in  the  lap  of  luxury  and  the  poor   scrounging  for  scraps  to  feed  their  children. Our  system  is  broken  too.  There  is  enough  food  in  the  world  to  go  around.  There  are  enough  farms,  enough  resources,  to  ensure   that  no  one  goes  hungry.  That’s  why  Oxfam  America  has  dedicated  its  GROW  campaign  to  reforming  these  systema,c  injus,ces.  It   addresses  5  major  failings  in  our  system  that  lead  to  starva,on  around  the  world. http://opinionator.blogs.nytimes.com/2012/03/31/fan-power-hunger-is-not-a-game-revisited Tuesday, 5 June, 12
  • 20. Crowdsourcing Currency/Concurrency ‘Ushahidi & The Cult of the Crowd’ currency a  mechanism  for  exchanging  value system  of  transac,ons quid  pro  quo currency as  $  =  a  system  of  trust Jongosier concurrency          simultaneous,  interconnected  ac,on http://cultofthecrowd.com/post/5386708994/currency Tuesday, 5 June, 12
  • 21. Currency/Concurrency Jongosier social currency ‘...enables  collabora,on.    But  collabora,on  is  more  than   just  the  exchange  of  ideas  and  intent.    It’s  also  where   ac,ons  occur.  These  interdependent  ac,ons  are   concurrent  to  each  other  —  meaning  they  occur   simultaneously,  because  of,  and  in  spite  of  each  other.’   ...crowds  are  mo,vated  to  work  together  because  of  social  currency,  intangible  assets  that   offer  value  for  others.  But  the  mechanics  of  the  crowd  work  because  of  this  concurrency   and  collec,ve  intelligence.  Working  together  to  achieve  a  big  thing,  allows  individual   contribu,ons  to  maWer  more. In  this  increasingly  connected  world,  the  value  of  monetary  currency  is  diminished  where   the  currencies  of  social  exchange  and  collabora,on  maWer  more.    Individuals  can  self-­‐ organize  for  the  greater  purpose  of  achieving  a  collec,ve  task.’ http://cultofthecrowd.com/post/5386708994/currency Tuesday, 5 June, 12
  • 22. two models of engagement Is One Better Than the Other? http://opinionator.blogs.nytimes.com/2012/03/31/fan-power-hunger-is-not-a-game-revisited Tuesday, 5 June, 12
  • 23. thankyou Siobhan O’Flynn, PhD CFC Media Lab University of Toronto sioflynn@me.com @Sioflynn on Twitter Tuesday, 5 June, 12