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Transformersmedia Analysis

Transmedia Storytelling

• According to Henry Jenkins• "A process where integral elements of a

fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and co-ordinated entertainment experience. Ideally, each medium makes it own unique contribution to the unfolding of the story"

Platforms

• Print Publications: Books, Comics, Comic strips

• Films and Television: Films, Animated series• Video Games• Soundtracks

Always New Toys!

AND…

For instance…

The right order to watch The Transformer Generation 1 in American version:Season1&2 – Transformers The Movie – Season3 – Beast Wars – Beast Machines

For the Japanese version:Season1&2 – Scramble City – Season2 (Ep.65) - Transformers The Movie – Season3 – Rebirth – Headmaster – Masterforce - Victory

Non-official result

Production Strategies

•Take what you have and bring an age relevant message•Marvel brought the Autobots VS Decepticons concept that is still familiar today•Transformers: The Movie 1986 provides an epic sweep to the story. Death of Optimus Prime and Megatron transformation into Gavaltron•This film also provides perhaps the biggest single example of how canny marketing decisions can give rise to complex transmedia narratives, for the narrative of this 1986 film literally killed off characters from the 1984 - 1985 toy lines as these toys were being phased out of retails assortments in four of all new characters

• Strong sense of emotional resonance across generations

• Different generations may have different entry points to the story

• No one is too young or to old to play with a Transformers robot, watch the TV show or play the video game

• Longevity and complexity are the two strongest characteristics of the franchise.

References

• http://www.tandfonline.com.ezproxy.lib.rmit.edu.au/doi/full/10.1080/10304312.2010.510592

• http://www.nytimes.com/2013/03/02/business/hasbro-expands-transformers-brand-into-new-media.html?pagewanted=all&_r=0

• http://www.ropeofsilicon.com/transformers_timeline_1984_present/

• http://tfarchive.com/community//showthread.php?t=29812• http://henryjenkins.org/2007/03/

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