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Presentation prepared for the Sacramento Film Festival. Explains what transmedia is, why it's important to indie filmmakers and how one might start developing an indie transmedia entertainment project
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Sacramento Film Festival, April 24th 2010
BY ROBERTPRATTEN
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Robert pratten… about me
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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
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Part one... of four
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What is transmedia storytelling?
Telling AStory over
multiple media
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Example: Mass effect 2
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example: Cathy’s book
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Example: level 26
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Aim: Whole is greater than sum of parts
Movie Game Book Transmedia
Whole is more satisfying than the sum of the parts: euphoria of collecting and connecting the pieces
Movie Game Book Media Franchise
Whole is less than the sum of the parts: dissatisfying conclusion to consuming all media
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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
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Two key thoughts...
• Emotion leads to immersion
• Choices not things
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Part two... of four
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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
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The Transmedia tao
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Rethinking entertainment
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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
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TRANSMEDIA BUSINESS MODEL (FOR INDIE FILMMAKERS)
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Example: rekill
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Example: metro 2033
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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/
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Part three... of four
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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.
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Transmedia from first idea
CHARACTERS
PLOT
PREMISE
THEMES
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Who’s this story for?
ITERATION
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What’s the best way to delivery this story to this audience?
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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
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Match Story to Audience and Platforms
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Paying for it…
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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
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Spotlight on selling to audience
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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
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Connect with fans + reason to buy = $
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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
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Example from Tectdirt (Mike masnick)
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Iterate in light of business model
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Five point approach for transmedia
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Execution: Play to your strengths
• Timing
• Resources– Money– Skills (technical and personal)– Social network (online and offline)
• Optimize >> probability x impact
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KEEP ITERATING, MEASURING & MONITORING
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DEVELOP IMPLEMENT
MEASURE & MONITOR
Key to great transmedia…
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Part four... of four
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Christian Viel, Indie filmmaker
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Canadian superheroes!
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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
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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
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Things I’m working on now
• Platform for transmedia storytelling
– http://www.transmediastoryteller.com
• LowLifes
– http://www.lowlifes.tv
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My Contact details
• Robert Pratten
– http://twitter.com/zenfilms
– http://www.zenfilms.com
– robert at zenfilms dot com ;)
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