The State of Trans-media
By PGA NMC member Jeff Gomez
Comic book and video game publishers, movie studios and animation houses, even Fortune 500 companies not normally affiliated with content production are all coming to realize that brands and brand messages are best conveyed through entertainment. Multiple platforms mean multiple revenue streams — and multiple ways to expose a mass audience to your products. Rich worlds lend themselves to large and incredibly loyal fan bases. Fans in turn are demanding stronger, deeper storylines that “speak” to them through whatever medium they have at hand, be it the web, television, their Sony PSP’s, or even their mobile phones. We’re seeing this with franchises as diverse as Lost, Heroes, Battlestar Galactica, Bionicle, Hot Wheels, Magic: The Gathering and Halo. In fact, all of these highly successful projects are examples of trans-media storytelling from early stages in their development. And all of these required producers and writers, who were especially prepared to envision these sophisticated narratives, develop, produce and prepare them for distribution.
Jeff Gomez (firstname.lastname@example.org), is the CEO of Starlight Runner Entertainment, Inc., a developer and producer of highly successful trans-media projects whose clients include The Walt Disney Company, 20th Century Fox, the Coca-Cola Company, Mattel and Hasbro.
Over the next few weeks he’ll be sharing his expertise on the white hot trans-media industry – exploring its fascinating history and expanding upon the 8 Defining Principles of Trans-Media Production
Dynamic Logic have just released their latest study:
Dynamic Logic, a Millward Brown company, releases new analysis of 32 cross-media campaigns across ten categories showing that media work best when used together. All three media platforms – television, magazines, and online – contribute incrementally to brand metrics, but at different levels, bringing various strengths at different points [...]
David Varela, one of the writers who worked on Mind Candy’s alternate reality game Perplex City , has an article on writing for the ARG in the September issue (36) of Scriptwriting Magazine.
Check it out: http://www.scriptwritermagazine.com/
As I’ve mentioned before, the upcoming episode (Wed Oct 24th in the US) of CSI:NY will feature and continue in the online virtual world Second Life. A primer has been released on youtube, getting audiences excited and prepared for cross-platform traversal:
I found these on John August’s blog. Priceless.
From Crackle: Script Cops, Ep 1: Domestic Disturbance
From Crackle: Script Cops, Ep 2: McKee Sting
From Crackle: Script Cops, Ep 3: Traffic Stop
Coming this Thursday, October 18, 2007
THE NIGHT OF THE PRODUCER
It takes a special breed of professional to succeed in New York City. Members of the New York community thrive on the energy, the excitement and even the incredible challenges that come with producing media in this city. The Producers Guild of America East Coast Chapter, along with the New Media Council East, is hosting a members only celebration of that energy, excitement and community as our fellow producers come together for an evening of conversation with a pair of New York producing legends:
Jane Rosenthal co-founded Tribeca Productions and the Tribeca Film Center with Robert De Niro. She is also the creator, along with De Niro, of the first annual Tribeca Film Festival in May 2002 to contribute to the cultural and economic recovery of Lower Manhattan after the tragedy of September 11, 2001. Rosenthal’s numerous producing credits include The Good Shepherd, Rent, Meet the Fockers, and the Academy Award-nominated Wag the Dog. www.tribecafilmfestival.org.
Bob Greenberg has been a pioneer in the advertising and digital communications industry for three decades. His company, R/GA has created groundbreaking visual effects for films such as Superman, Alien, Predator, Seven and Zelig. R/GA’s body of work spans 400 feature films and 4,000 television commercials. Last year, R/GA was recognized by Adweek as the “Interactive Agency of the Year” and named on Advertising Age’s Agency Top 10 “A-List”. www.rga.com.
All ticket proceeds will benefit charities chosen by Jane Rosenthal and Bob Greenberg.
***YOU MUST BE A MEMBER OF THE PRODUCERS GUILD OF AMERICA TO ATTEND THIS EVENT! ***
For more information about the PGA and to access a membership application, please visit: www.producersguild.org.
Digital Content Week in Review
US interactive ad sales to hit $61bn in 2012- vnunet.com
Joost To Stream Live TV – Gizmodo
Does FunnyOrDie need Will to live? – Hollywood Reporter
Google pegs video ad plans- Variety
CBS Interactive Scares Up Web Series – Mediaweek
Endemol to Bring Content to Next.TV- Mediaweek
I kept forgeting to post about this but just in case there are some of you that not aware of what Radiohead are doing, here it is. Radiohead’s latest album, In Rainbows, will be released in December but you can preorder at their website. Rather than just offer the CDs for buying, Radiohead have undertaken four [...]
A couple of years ago Scott Donaton, the editor of Advertising Age, published a book called Madison & Vine: Why the Entertainment and Marketing Industries Must Converge to Survive. Scott revisited ‘branded entertainment’ in a talk he gave recently, which has been published at the Madison & Vine section of Advertising Age. In the article he [...]