What is Branded Entertainment?īranded Entertainment is the corporate version of transmedia storytelling. This type of strategy creates a unified and coordinated cross-platform entertainment experience, and more importantly, opportunity for new products and revenue streams. Transmedia Storytelling is the art of conveying messages, themes or storylines to a mass audience through the creative and well planned use of cross-platform media.įor example, The Matrix franchise dispersed a storyline across three films, a series of animated shorts, two collections of comic book stories and several video games. The decline of “interruption advertising” has given birth to Transmedia Storytelling and Branded Entertainment where businesses, brands and entertainment companies can gain diverse and widespread exposure for their message while also entertaining and engaging their audience. This shift in media consumption habits has forced advertising and promotion strategies to evolve. Yet we continue to consume more and more media on multiple platforms including the internet, mobile, film, and television. People are skeptical of advertisements, and can completely shut them out with PVRs and on-demand entertainment. The way we consume media has drastically changed. In the process, he educated a new generation of young people in Tolkien’s fantasy world, prepping them and building incredible anticipation for the films’ release.Convergent, Cross-Platform Interactive Marketing Peter Jackson was one of the few creators who took responsibility for partnering with the fans when he decided on a high level of transparency while making the Lord of the Rings films. One can argue that the spark that lit all of it up was the Bronze, a fan-generated web site devoted to all things Buffy. With its comics, novels and videogames, each of which add something new to the canon, the TV series Buffy the Vampire Slayer is a true transmedia property. Transmedia narratives that integrate the web generate a bond of fierce loyalty. A connection is made, memories are formed, and an experience is created that can last forever. When you are invited into an aspirational world, when you are given a voice, it’s like when a storyteller is spinning a ripping yarn around a campfire responding to the faces, body language and comments of everyone sitting around him in the firelight. The web facilitates the meeting between creator, creation and audience, and by its nature (when properly used) the web turns audience members into participants. Not only can the web serve as a platform in transmedia narrative, because of the very tools you mention it will ultimately become the “driving platform” for it. This process can take months, but when done well there is an artfulness to it.Ĭan the web and its various tools, text, video, chat, etc., serve as a platform? These are the “narrative tapestries” that I often talk about. There are often so many people, divisions, creative teams, licensors involved in generating content around these large franchises that we work on, the Mythology addresses all of their concerns by teaching them the essence of the characters and stories and making recommendations for how to best weave the story across multiple media platforms. Once we understand this, we can set about creating a guidebook to the narrative that we call a Mythology. ![]() We ask ourselves, what are the building blocks of this narrative? What makes the characters and the world unique? What is this story trying to tell the world? ![]() At Starlight Runner the way we approach transmedia development is by first immersing ourselves in the original vision. Well, it’s never really “easy” per se, but it can be truly wonderful. What’s the easiest way to create a Transmedia story? This could be a soap opera world, a period costume drama, the ongoing life of a rock star, most anything really. It’s true that transmedia storytelling has been most closely associated with big science fiction and fantasy properties like Lost and Star Wars, but I think all you really need as a basis for this form of expression is a story set in a world where the visionary or creators have developed a number of characters and a setting with a past, present and future. What types of stories lend themselves best to Transmedia?
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