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November 08 2011
Transmedia Talk 34: SCA Reality
Welcome to Transmedia Talk, a podcast covering all things Story. Transmedia Talk is co-hosted by Nick Braccia, Dee Cook, and Haley Moore and looks to shed light on the topic of transmedia storytelling with commentary, interviews and tips on how storytelling is moving into the 21st century.
Download | Subscribe with RSS |Subscribe with iTunes
Jeff Watson from the University of Southern California talks about Reality, a creative game he designed with Simon Wiscombe for students at the university’s School of Cinematic Arts.
Hosts:
Nick Braccia from Culture Hacker
Dee Cook from Dog Tale Media
Haley Moore
(and Host Emeritus Robert Pratten from Transmedia Storyteller)
Special Guest:
Jeff Watson, co-creator of SCA Reality at USC.
From This Episode:
USC’s Integrated Media Arts and Practice (IMAP) program.
The collaborative production game SFZero
Steve Jackson’s Illuminati
The card game Fluxx
Mary Flannagan’s Grow-A-Game
A few of our favorite deals:
Spacebound – Deal Page
The Game – Deal Page

Letters of My Lai – Deal Page
September 29 2011
Transmedia Talk 33: ARGFest Special with JC Hutchins
Welcome to Transmedia Talk, a podcast covering all things Story. Transmedia Talk is co-hosted by Nick Braccia, Dee Cook, and Haley Moore and looks to shed light on the topic of transmedia storytelling with commentary, interviews and tips on how storytelling is moving into the 21st century.
Download | Subscribe with RSS |Subscribe with iTunes
Author and transmedia creator J.C. Hutchins joins us as we recap ARGFest-o-Con 2011.
Hosts:
Nick Braccia from Culture Hacker
Dee Cook from Dog Tale Media
Haley Moore
(and Host Emeritus Robert Pratten from Transmedia Storyteller)
Special Guests:
J.C. Hutchins, author of Seventh Son and Personal Effects: Dark Art, and keynote speaker at ARGFest.
From This Episode:
ARGfest Keynote 2011: “Getting To Good” from J.C. Hutchins on Vimeo.
JC’s podcast novel Seventh Son, and his transmedia novel Personal Effects: Dark Art with Jordan Weisman.
We usually don’t link guests’ twitter feeds, but we’re linking JC’s here since we talked about it quite a bit on the show.
The Darkest Puzzle, and Andrea Phillips’ response
Awkward Hug’s game The Wisconsin Hustle opened ARGFest for attendees at the opening night cocktail party.
JC’s and Violet Blue’s unboxing videos of a handmade scent kit, released earlier this year for Campfire’s experience for Game of Thrones.
Our episode featuring Steve Coulson, about the Game of Thrones campaign the Maester’s Path.
JC wrote animated videos for Smith and Tinker’s game Nanovor
Video games from JC’s rundown include Mass Effect, Dragon Age, God of War, Uncharted, Heavy Rain, and Fable.
Rob Jagnow of Lazy 8 Studios, who contributed to the Potato Sack ARG for Portal 2, is in pre-launch for his game Extrasolar
Balance of Powers, an extended story from many of the creators of Perplex City, has been funded on Kickstarter.
Zombies, Run! by Six to Start and Naomi Alderman, has now raised $50k of its $12k goal, with over a week left open on its campaign.
The steampunk comic, theater and film experience Clockwork Watch, created by Yomi Ayeni, is still accepting backers on IndieGoGo.
DIY DAYS LA will be held on the UCLA campus on October 28. Tickets are free.
Story World Conference will be held in San Diego October 31-November 2.
September 12 2011
Transmedia Talk 32: GoBZRK and the Future of Publishing
Welcome to Transmedia Talk, a podcast covering all things Story. Transmedia Talk is co-hosted by Nick Braccia, Dee Cook, and Haley Moore and looks to shed light on the topic of transmedia storytelling with commentary, interviews and tips on how storytelling is moving into the 21st century.
Download | Subscribe with RSS |Subscribe with iTunes
Rich Silverman, Alex Lemay, and Transmedia Talk host Dee Cook discuss the future of publishing and talk about GoBZRK, the experience they have created for an upcoming novel by prolific young adult author Michael Grant.
Hosts:
Nick Braccia from Culture Hacker
Dee Cook from Dog Tale Media, Experience and Community Moderator for GoBZRK
(and Host Emeritus Robert Pratten from Transmedia Storyteller)
Special Guests:
Rich Silverman, Writer/Producer, GoBZRK
Alex Lemay, Executive Producer, GoBZRK
From This Episode:
Silverman and Lemay are members of The Shadow Gang.
Borders closed almost 400 stores in July.
Egmont UK, the publisher of BZRK
Nexus Humanus, the first in-game site for the experience.
Why So Serious, the ARG experience for the Dark Knight. ( player forum )
Publishers Weekly’s interview with Michael Grant
ARGNet’s coverage of the experience
June 01 2011
Transmedia Talk 27: Socks, Incorporated
Welcome to Transmedia Talk, a podcast covering all things Story. Transmedia Talk is co-hosted by Nick Braccia, Dee Cook, and Haley Moore and looks to shed light on the topic of transmedia storytelling with commentary, interviews and tips on how storytelling is moving into the 21st century.
Download | Subscribe with iTunes
Jim Babb of Awkward Hug joins us to talk about his new game Socks, Incorporated.
Hosts:
Nick Braccia from Culture Hacker
Dee Cook from Dog Tale Media
Haley Moore
(and Host Emeritus Robert Pratten from Transmedia Storyteller)
Special Guest:
Jim Babb from Awkward Hug
From This Episode:
Babb and Tanner Ringerud’s 2009 project Must Love Robots.
Socks, Incorporated on Kickstarter.
Last week’s podcast, Transmedia Talk 26: Dave Szulborski Memorial Show
Email Babb at jim GNAT awkwardhug.com.
April 26 2011
Find Out How To Monetize Transmedia Storytelling And ARG On Hollywood 2.0!
My co-host Rich Silverman (Emmy-winner writer) and I (producer/neurocinema innovator) will tell you how…Welcome to Hollywood 2.0, a new podcast that covers innovation in the entertainment industry.
Subscribe to Hollywood 2.0. Follow Rich and Peter.
April 20 2011
Documentary + Game = Independent Transmedia Project called “THE GREAT WORK”
“The Greak Work” is a documentary by two Swedish filmmakers, Oskar Östergren & Fredrik Oskarsson (details at the end) about 30-year-old Christer Böke from Malmö, Sweden. He has taken one year off from his well-paid job as an IT-salesman to become a full-time Alchemist. The film concerns mankind’s eternal ambition of wealth and immortality and one mans dedicated struggle to solve “The secret of all secrets”. This struggle is known at The Great Work.
What’s particularly interesting about this project is that the filmmakers have teamed up with an independent game designer, Niflas, to create a game to complement the movie.
The Great Work will be screened on SVT (Swedish Television) as a 58 minute version, winter 2011. So don’t forget you heard about it here first!
Here’s the movie trailer…
About the Documentary
The documentary follows Christer from the day he leaves the city to the first day back at work the next year. During this year he moves to the island of Gotland on the Swedish countryside where he builds a laboratory in his dead grandfather’s garage, he lives three months in France to study the language and exchange ideas with French alchemists. Christer gets contacted by a strange international organisation called Ars regia that says “-We have been watching you…”. He keeps a blogg and start writing a book. He has a big argument with his best buddy and fellow alchemist since 15 year (they later reunite). He uses his “detective skills”, makes lots of experiments and gets closer and closer to his interpretation of the “recipes” of how to make The Philosophers Stone.
The Idea for The Game
Rob: How did the idea for a game come about?
Early in the process, we discussed that it would have been nice to make a game for the film because the topic of alchemy itself invites such thoughts. We had spent hours with our friend and the main character Christer Böke where we tried to solve “word puzzles” in old alchemical manuscripts and quotes that could lead you to the right subject which the great alchemist Fulcanelli was talking about.
At the same time I read an article about “Nifflas” and his game, Saira. We thought that a collaboration with him would be exciting and he lived in the same town and we had some common friends.
Together, we concluded that the game should stand on its own but our main goal was off course to use it as advertising for the documentary film. We had never really heard about a collaboration between a documentary and a indie-gamemaker. We have a strong interest in games and its form of narrative, and we thought the theme of alchemy would be suitable for Nifflas as a game developer. And, after our first meeting we felt that it could work out very well!
When we contacted Nicklas the first time he was skeptical about cooperating with us. He had expected the documentary would be about a major political topic and could not see the similarities with his own narrative, often based on a specific mystery and a character-driven portrait. Once we met everything fell into place and our collaboration has been great.
Nifflas never had any problems understanding our characters who defied science in search of “the philosopher’s stone”. Many of our financiers from the world of television and film were very doubtful about whether the story was real and at the same time are provoked by a person who claims to believe that he will be able to solve this amazing riddle. People think our documentary character must be a crazy guy or else we’re trying to fool them with a mocumentary. In the game world, however, these kinds of stories are not so strange and Nifflas could directly relate to our character and never doubt our way of telling his story.
Game Trailer
The Relationship Between the Documentary & Game
Rob: How would you describe the relationship between the documentary and the game – in terms of story, marketing, possible revenue model?
Our main story in the game is very similar to the film’s alchemical elements, that through the characters and manuscripts find different things that will lead you to new discoveries that will then guide you through the story of the great goal of making the Philosopher’s Stone.
All these characters are people from the alchemical history or allude to contemporary alchemists from the documentary and their aliases used on various internet forums. For example, you will meet our main character (Christer) who in the game is called “Spintheros”. Google that name and you will find a number of posts and articles written on various forums of our man Christer Böke.
From the beginning, we had much bigger ambitions for the game. We tried to make a budget so that Nifflas could work full time for a long time. We were sitting with Nifflas and Christer and brainstormed ideas that later turned out to be too advanced for an average gamer to understand. We had some intense discussions with Christer about this. He knows so incredibly much about the subject and couldn’t really see why some things were too advanced. For example we had a long discussion about whether people know the Periodic Table and all the latin names and planet/gods related to these.
Together with that and a much smaller budget we developed a simpler and much shorter game. We found 50% of 30 000 skr (4500 dollar) to pay Nifflas to program our idea. We got this money from Filmarc (www.filmarc.net) and he started to develop environments and how the puzzles could be adapted in the game. Then we discussed the characters and which different material we would use in the game. Material like Stibnit, Galen etc. It was very important that this material was familiar to alchemists. when people play the game they should know that this is not just some random stuff – it’s the real thing. You will get a very good idea how to start your own alchemical experiments by playing the game if you want…and some grand secrets too.
Marketing & Business Model
Already at the first meeting we decided that the game would be free and marketed freely from both our site www.grtwrk.com and Nifflas website. We were aware of Nifflas position among indie gamers and wanted them to recognize his style. To access the gamer audience, we have made a menu in the beginning of the the game that includes the trailer for the film, we will also add a direct link to the film that allows players to download the movie via the game. This could get us in some trouble with the Swedish Televison but I think they will understand our idea when we release it – they tend not to like it when you put stuff from the film on internet before you have screened it on TV. (www.studioparallell.com who made the menu for both the movie and game ensured that they’re the same style).
Last but not least, we will use open-source code so people can make their own puzzles and characters – perhaps based from the discussions in the film or from discussion that will come after you seen the movie. Alchemists always debate “the true matter”.
We have also discussed posting the script ahead of the movie release. The script contains the high-end solutions based on Christers hardcore alchemy puzzle. Some of the puzzles in this game will certainly also be discussed on alchemy forums and then it will be interesting to see if you are able to influence the game. For example, if it should be Stibnit or any other topic and then the player can change this can do their own version of the game.
We see the game as an interesting model to distribute the film in larger circuits because we think some relevant audiences might otherwise never discover our film. Even after several days, Nifflas’ game trailer 10 000 hits on youtube. All these people also visited our website to learn about the film. Similarly, Nifflas will get people who never played his game to visit his site and maybe even play more of his game. It’s a great cross-collateralization of audiences.
Partnering with a game is also a way to get the film’s story to survive and develop. Our main character and our film will hopefully create a movement on the internet which questions the scientific truths and interests people to go deeper into the subject. It is obvious that Christer has become very well-educated when he read and researched about alchemy. And, imagine if you in a playful way, can get people to understand that learning can be presented in different ways than through ordinary books or teachers that is rarely questioned. So we hope this cooperation will both promote our film and the game as entertainment but also educate and raise ideas that can live on after the premiere of the movie, and become more than a DVD and a game on your PC.
We must look at how the gaming industry markets itself. The film industry is hopelessly behind and the music industry has begun to learn with Spotify, itunes, etc.. To survive as a documentary filmmaker, we need to think outside the box to survive. This may be one way?
Additional Marketing?
In order to spread among gamers we focus on blogs and forums. To get them to see the film, we understand that we need to make it as easy as we can for them to download the movie as well. We hope to find a solution to this by uploading the movie on iTunes or similar channels and then place a link to this page in the game. We also run a facebook group and website and through these we hope to communicate with our audience. Then we will try to get som material published in traditional media like newspapers and say, culturalnews on TV. But, above all, we hope that the movie and the game spread itself through short clips on youtube, blogs, forums, Twitter, etc.
Example Puzzle & Initial Game Meeting Video
Mineral Stibnit + Mars (Iron) + owen – regulus of antimon + Caput mortuum
Give the Regulus av antimon to character ”Newton” – he will then give you a glove, that you can climb with.
Give Caput Mortuum to ”Spintheros” – and he will give you the second glove and now you can climb the roofs.
This video is from one of the first meeting together with Nifflas and our main character Chriter. They discuss ideas about the developing of the game (it’s in Swedish, naturally!).
Timescales
We hope that both the film and the game is fully completed in June but we still have not decided whether we will be releasing the game a bit earlier.
We will soon have a meeting and try to find a good strategy for this. Anyway, the documentary has been scheduled for a television premiere in October in Sweden.
We would also like to show the movie at some film festivals abroad and try to do a screening in which the visitors before and after have the opportunity to test the game at the cinema. One could also imagine an exclusive screening where our main character performs a simple experiment with the audience. We try to think that we should give the people who come to watch the movie something beyond the expected.
About The Filmmakers: Oskar Östergren & Fredrik Oskarsson (oskar&oskarsson)
Oskar Östergren (born 1976) and Fredrik Oskarsson (born 1979), both born and raised in Swedish Lapland. We are educated at ”Nordens Documentary Film School, Biskops-Arnö” (2002-2004) and, since 2003, we run the film production company oskar&oskarsson based in Umeå, specialising in documentaries. Our productions have been co-produced with SVT Dokumentär and Film i Västerbotten and besides directing and producing films we teach documentary film making at The Academy of Fine Arts in Umeå and work as photographers and editors for other productions and TV-shows. Our last SVT Co-production “The Police and Lapland” has been seen by more than one million viewers on SVT.
Contact: +46 70-555 13 17 (Oskar) or +46 70-640 23 67 (Fredrik); Email: oskar at oskarochoskarsson.se or fredrik at oskarochoskarsson.se
April 18 2011
Transmedia Talk 25 – Mark Harris
Welcome to Transmedia Talk, a podcast covering all things Story. Transmedia Talk is co-hosted by Nick Braccia, Dee Cook, and Haley Moore and looks to shed light on the topic of transmedia storytelling with commentary, interviews and tips on how storytelling is moving into the 21st century.
Download | Subscribe with iTunes
Hosts:
Nick Braccia from Culture Hacker
Dee Cook from Dog Tale Media
Haley Moore
(and Host Emeritus Robert Pratten from Transmedia Storyteller)
Special Guest:
Mark Harris, creator of THE LOST CHILDREN.
Mark Harris talks about attacking transmedia from the technical side, his project THE LOST CHILDREN, and the
From This Episode:
Video featuring some of the technology Mark developed for Pandemic 1.0’s Mission Control center at Sundance.
Workbook Project contributor Zack Forsman
Mark’s piece at Filmmaker Magazine
Mark shared his experience using Wordpress to manage a storyworld with Wordpress at New Breed. Part 1 – Part 2
The found footage docudrama Lake Mungo
Power to the Pixel’s Cross Media Forum NYC on April 19.
To avoid spoilers, we won’t mention the name of the books Dee brought up in the podcast, but you can find the book and its companion piece on Amazon.
April 11 2011
Transmedia Talk 24 – Him, Her and Them
Welcome to Transmedia Talk, a podcast covering all things Story. Transmedia Talk is co-hosted by Nick Braccia, Dee Cook, and Haley Moore and looks to shed light on the topic of transmedia storytelling with commentary, interviews and tips on how storytelling is moving into the 21st century.
Download | Subscribe with iTunes
Hosts:
Nick Braccia from Culture Hacker
Dee Cook from Dog Tale Media
Haley Moore
(and Host Emeritus Robert Pratten from Transmedia Storyteller)
Special Guest:
Mike Knowlton and Hal Siegel from Murmur
Mike Knowlton and Hal Siegel discuss how they developed Him, Her and Them, the first Facebook-native film, which launched on April 6.
From This Episode:
Arcade Fire’s interactive film The Wilderness Downtown
The Facebook version of The Dark Knight
David Lynch’s iPhone video rant.
Simon Pullman’s article on Him, Her and Them on Transmythology
April 05 2011
Transmedia Talk 23 – Marc D’Agostino on the_source
Welcome to Transmedia Talk, a podcast covering all things Story. Transmedia Talk is co-hosted by Nick Braccia, Dee Cook, and Haley Moore and looks to shed light on the topic of transmedia storytelling with commentary, interviews and tips on how storytelling is moving into the 21st century.
Download | Subscribe with iTunes
Hosts:
Nick Braccia from Culture Hacker
Dee Cook from Dog Tale Media
Haley Moore
(and Host Emeritus Robert Pratten from Transmedia Storyteller)
Special Guest:
Marc D’Agostino, creator of the_source
Marc D’Agostino joins us to talk about his work developing the_source, an interactive drama.
From This Episode:
The trailer for the_source
For more about recent controversy around the term “transmedia”, check out Transmedia Talk Episode 22.
Editors’ Note: After sign off, Marc discussed his television festival experience with a little more, and said that he thinks that television festivals are more open to crossmedia/transmedia experiences than film festivals, possibly because television in general is more tied to the internet than film is.
April 03 2011
Transmedia Talk 22: SXSW Super Special
Welcome to Transmedia Talk, a podcast covering all things Story. Transmedia Talk is co-hosted by Nick Braccia, Dee Cook, and Haley Moore and looks to shed light on the topic of transmedia storytelling with commentary, interviews and tips on how storytelling is moving into the 21st century.
Download | Subscribe with iTunes
Hosts:
Nick Braccia from Culture Hacker
Dee Cook from Dog Tale Media
Haley Moore
(and Host Emeritus Robert Pratten from Transmedia Storyteller)
SXSW Super Special
Dee Cook and Haley Moore recap the transmedia presence at SXSW Interactive 2011.
From This Episode:
The PGA’s Transmedia Producer credit.
Fourth Wall Studios’ recent influx of money.
SXSW Panel: Help Save SXSW from Marketer Douchebaggery
SXSW Panel: Fireside Chat: Tim O’Reilly Interviewed by Jason Calacanis
Hitler rants about SXSW.
The Transmedia Artists Guild held an introductory panel at SXSW.
SXSW Panel: Fan to Fanatic: True Blood’s Marketing Hook
SXSW Panel: The Future of Storytelling: DEXTER Fans Play Killer
SXSW Panel: Having Fun Yet? 10 Usability Heuristics For Games
SXSW Talk: Project 314: Putting The ‘Game’ Back Into ARGs with Adrian Hon
SXSW Talk: Hoax or Transmedia? The Ethics of Pervasive Fiction with Andrea Phillips
SXSW Panel: Social Media Is Science Fiction with Maureen McHugh and Molly Crabapple
SXSW Panel: Can Transmedia Save the Entertainment Industry?
Flynn Lives, 42 Entertainment’s ARG for Tron:Legacy.
SXSW Panel: New Worlds: Creating Online Sci-fi and Fantasy Experiences in which Felicia Day explains why she rolls her eyes at the term transmedia.
The #AntiTransmedia movement.
Steve Peters, Geoff May, and Brooke Thompson weigh in on the word “transmedia” in the days since SXSW.
Stitch Media’s diagram of possible transmedia definitions.
Frank Rose’s book The Art of Immersion
The Game of Thrones food carts in New York City and Los Angeles
Nick Braccia recommends the Kindle version of A Game of Thrones.
March 25 2011
Think Global, Act Local: Transmedia on the World Stage
Anita Ondine took some time out of her busy schedule to share some thoughts around how Transmedia can be a vehicle for social change and its role on the world stage.
What opportunities do you see for those wanting to build international transmedia properties?
Anita Ondine: There are so many opportunities for those wanting to build international transmedia properties, in fact, transmedia lends itself to internationalization perhaps better than any other media. The key opportunity is our ability to design transmedia concepts that can be adapted to different territories in a culturally and commercially meaningful way. In my view, one of the essential elements of transmedia is enabling audience participation and to maximize impact with a local audience, it helps to make it linguistically and culturally adapted to that market. Transmedia allows you to do that. In this way, we can think about transmedia from the perspective of a franchise or a format, similar to how television formats are internationalized to bring them to new markets. With transmedia, we have more options. For example, we can deploy country-specific instances of a transmedia property or we can link them in a global matrix of related transmedia stories within a single, unified storyworld. The latter example is the approach Lance Weiler and I are using to develop and deploy the ‘Pandemic’ property that complements Lance’s next feature film ‘HiM’.
Similarly, a transmedia property can be tailored to the specific commercial contexts of different countries by adapting the business models (both funding models and revenue streams) to reflect behavioral patterns of consumers and appetites of local investors. In short, by going international on transmedia, you gain both economies of scale and economies of scope, as well as opening up new creative horizons in transmedia storytelling. To sum up, I’d say think global, act local to build international transmedia properties.
How is transmedia considered by funding bodies in Europe and how are they adjusting to the changes in the digital landscape.
AO: There is public funding available in Europe for supporting the development of transmedia. For example, the EU MEDIA Programme provides funding via its ‘Interactive Projects’ funding stream. You can find more information about that program via the MEDIA website: http://www.mediadeskuk.eu/funding/_2,24,151/ This funding is only open to European companies and your project must be tied to a feature length film property. There are also funding programs at the national level in most of the EU Member States.
The major issue surrounding the funding of transmedia is that most funding bodies in Europe (indeed, around the world) still tie transmedia and new media funding to the existence of a traditional media property. Usually this means a feature length film intended for theatrical release, or it could be a television property that has to be pre-sold to a broadcaster. In my view, this is a serious impediment to the development of transmedia. The effect is that producers are shoehorning their projects into the format required by the funding guidelines, instead of being free to be truly creative in designing transmedia properties that are born “native” to the transmedia space, rather than being conceived as an add-on (and therefore somehow subservient) to traditional media.
I’d love to see more representatives from funding bodies attending Transmedia Next so we have a common understanding and common vocabulary to facilitate an open dialogue about these issues and work together to find a solution that will help to build a sustainable industry going forward.
Thankfully there are some visionary funders, mostly at the regional level, like the Rotterdam Media Commission (http://www.rmcrotterdam.nl/index.php?lang=en) who “get” transemdia and are willing to support projects that are not tied to traditional formats. This approach is similar to the Canadian system, where you can apply for transmedia funding through the Canada Media Fund’s “Experimental” funding stream without the need for feature film attachment. More information on the CMF’s Experimental program is available here: http://www.cmf-fmc.ca/index.php?option=com_content&view=article&id=110&page_mode=create&Itemid=110
Other forms of pre-financing, like brand involvement, are still very nascent in Europe, but definitely growing. Consumers are interested, therefore brands are increasingly willing to explore this space. Now is the time for brand and advertising agencies to step up to respond to that need. International scale transmedia properties will be particularly interesting for global brands.
Do you have any words of advice for a producer who is considering packaging an international transmedia property?
AO: I’d say two of the most important factors to consider when packaging an international transmedia property are:
(1) whether it is scalable (both conceptually and technologically); and
(2) whether it is an idea that “travels” well internationally. That could mean either it is a universally recognized archetype (for example, a fantasy world like Lord of the Rings) or that it is suitable to cultural adaption.
A project that is ideally scalable will work well both at the local/regional/country level as a self contained experience, and will be augmented by the addition of international elements. The key to architecting an international transmedia property is to ensure the creatives and producers work in parallel so that the creative choices support the business imperatives and the business choices don’t adversely affect the design of the creative experience. In this way, the “shape” or “voyage” of the story from country to country can have meaning within the storyworld as well as performing the function of distribution in each territory.
Another point to remember when going global is risk management. Once your base level of development is complete (you have a storyworld bible and technology prototypes in hand), I would recommend assessing entry into each new market on a case by case basis. The decision to green light a new territory should be supported by positive revenue opportunities at the local level or because deployment of the transmedia property in that territory performs an ancillary function, like supporting the release of a related feature film in that territory.
Producers are also advised to undertake a similar analysis for the addition of each new platform to their transmedia architecture. Ideally, you will want each platform to stand on its own in terms of ROI, but we also need to take a step back and see transmedia as a holistic program of activities where revenue streams from some platforms can be used to subsidize less profitable platforms where those platforms perform other valuable functions like increased reach, press hooks and buzz in the social media space.
What excites you about storytelling in 21c?
AO: I’m excited by the potential for storytelling to create positive social change and encourage participation in our communities, both directly within our own communities and collaboratively around the world.
I’ve always enjoyed art, and storytelling in particular, for that reason. Because through art and creativity we are able to see possibilities of a new future, a new way of thinking. Transmedia builds on that premise and presents us with the opportunity, through audience participation, to inspire participants to both think and act in new and different ways that are positive and enduring. In this way, I believe transmedia represents the evolution of storytelling.
In addition to that, being a geek, I can’t help getting excited about the explosion of technology that is enabling stories to be told in so many new and exciting ways. Technology is impacting the entire process of story creation (through collaborative and open source tools), through production (for example, lower cost, higher quality cameras) and delivery to the audience across a plethora of devices that are changing the way the audience interacts with stories and takes part in the storytelling process. This includes mobile/geo-locational technology, personal viewing devices and many more.

How do you see Transmedia Next evolving and what do you feel currently sets it apart?
AO: I see Transmedia Next evolving in response to the needs of the industry. At the moment, there are many experienced media professionals, including creatives, producers, brand agencies, content commissioners and game developers, who are interested in and experimenting with transmedia. What we lack are industry standards, even a common language, to enable greater inter-diciplinary collaboration.
What we are seeing at the moment are some fairly elaborate examples of transmedia at the studio level, for example District 9’s transmedia elements (check them out here: http://www.agencymagma.com/coolmoviemarketing.html) or the ‘Why So Serious’ campaign (http://www.whysoserious.com/) that Warner Brothers ran in support of The Dark Knight release. Then at the other extreme, we are seeing the emergence of beautiful, highly innovative, smaller scale works that are mostly reaching much smaller audiences. There are also a growing number of branded content campaigns, like the ‘New Old Spice Guy’ (http://mashable.com/2010/07/15/old-spice-social-media-campaign/), however there is still a wide open space in the mid-field. There are major opportunities in that middle ground, in the space between studio fare, pure branded content and hand-made auteur-driven works.
My hope is that Transmedia Next plays a role in bringing experienced media professionals together and gives them a common set of tools and techniques to collaborate on projects in a industry leading way.

Transmedia Next 2010 Alumni discuss their transmedia projects
What currently sets Transmedia Next apart is that its faculty includes industry leaders like Lance Weiler and that it mixes theory and practice in a very hands-on way. So participants leave understanding the full cycle of development, writing, production and distribution of transmedia. The whole event is run as a transmedia experience too. So participants get to see, hear, taste an do transmedia. I don’t believe there are any other transemdia courses that offer such an immersive experience.
We’ve also received much praise for the diversity of attendees, both in terms of skill sets and nationalities represented. Transmedia next is a truly international event. Participants leave with the contacts – as well as the confidence – to make their international transmedia properties come alive.
For more on Transmedia Next
Register now via the Website: www.transmedianext.com
Dates: 12-14 April, 2011
Where: London, United Kingdom
Venue: Paramount at Centre Point (http://www.paramount.uk.net/)
Anita Ondine is a creative transmedia producer, co-Founder of Transmedia Next and worked for over a decade as an intellectual property/technology lawyer and was a Senior Vice President at a major investment bank.
November 11 2010
Transmedia Talk Podcast – Episode 10
Welcome to Transmedia Talk a new podcast covering all things story. Transmedia Talk is co-hosted by Nick Braccia and Robert Pratten and looks to shed light on the topic of transmedia storytelling with commentary, interviews and tips on how storytelling is moving into the 21st century.
NB: If you’d like to give us feedback, recommend yourself as a guest or suggest topics to cover – please email us at talk@workbookproject.com or Tweet away with the hashtag #tmediatalk
Hosts
Nick Braccia from Culture Hacker
Robert Pratten from TransmediaStoryteller.com
Haley Moore from Culture Hacker
Guests
Jay Bushman from http://jaybushman.com/
Caitlin Burns from Starlight Runner (and Jurassic Park Slope)
Timing
1:00 Transmedia Producers Guild (PGA)
2:10 Twitter in transmedia storytelling
50:36 Transmedia Artists Guild discussion
Twitter as a storytelling platform
Here are some great links provided by Caitlin for those interested to know more about Twitter for storytelling.
Cellphone (Mobile) Novels (keitai shosetsu)
The Shorty Awards – place to look for Twitter fiction
And of course Jay Bushman’s work:
Plus… I thought it might also be nice to include an infographic on how an author or producer might approach using Twitter in transmedia storytelling. Please let me have any comments and I’ll update and improve as necessary.
Oh, and here’s a neat little Word macro that’ll chop up your text into 140 character bites and add a hashtag if needed.
October 13 2010
Communicating your transmedia experience
This is a quick post but I thought this template might be useful for some people when they’re explaining their transmedia project. You’ll notice that this is focused on the experience rather than the technology: there’s no mention of platforms or business case or even audience. So there’s more that needs to be communicated to get the full picture but this is a cool way to get your point across in certain circumstances.
This is my Transmedia Radar Diagram – use it to communicate your transmedia experience to interested parties… but probably not your audience
Note that there’s no absolute scale for the four axes, it’s their strength relative to each other. Of course, if you’re comparing projects then they need to compare across projects too.
Here’s a few examples to illustrate how you might use the radar diagram…

October 08 2010
Transmedia Talk Podcast – Episode 6
Welcome to Transmedia Talk a new podcast covering all things story. Transmedia Talk is co-hosted by Nick Braccia and Robert Pratten and looks to shed light on the topic of transmedia storytelling with commentary, interviews and tips on how storytelling is moving into the 21st century.
NB: If you’d like to give us feedback, recommend yourself as a guest or suggest topics to cover – please email us at talk@workbookproject.com or Tweet away with the hashtag #tmediatalk
Topics cover in this episode (start time shown in bold)
01:27 Collapsus
27:27 Catfish
Hosts
Nick Braccia from Culture Hacker
Robert Pratten from TransmediaStoryteller.com
Guests
October 03 2010
INTERVIEW: PTTP founder LIZ ROSENTHAL
This year marks the fourth edition of Power to the Pixel which has grown over the last few years to become the leading voice in transmedia in Europe. This year promises to be bigger and better with an exciting lineup of projects, speakers and industry attending the three day event.
WorkBook Project: What’s new at this year’s Power to the Pixel and for people who don’t know can you explain briefly the types of programs you offer?
Liz Rosenthal: The key expansion of this year’s Cross-Media Forum is The Pixel Market – our new finance summit for international cross-media projects running over 13 & 14 October. We’ve selected 18 international cross-media projects whose stories span across film, TV, gaming mobile, publishing and real life events . We’ve set up one-to-one business meetings for the project teams with potential commissioners, financiers and partners. Nine of these projects have been selected to compete for the ARTE Pixel Pitch Prize £6k/ $10k (approx).
The event runs 12-15 October. There are two open days.

12 October is The Conference Day at The National Film Theatre, BFI Southbank. A day of keynotes, candid case studies and presentations from an array of world-class experts who are working at the vanguard of cross-media content creation, production and finance including Michel Reihac (ARTE), Mick Monello (Campfire), Mauren McHugh (No Mimes), Tommy Pallotta (Director & Producer) & Lance Weiler (Seize the Media),

Raafi Rivero and Michael Hastings-Black winners of the Pixel Pitch Award 2009
13 October is The Pixel Pitch Day at The National Film Theatre, BFI Southbank The Pixel Pitch is the public day of The Pixel Market and presents an ideal opportunity to discover first hand what types of projects are getting financed and by whom.
Nine international producer-led teams have been chosen to present their projects to a select jury made up from international decision-makers, commissioners and executives from across film, advertising, broadcast, the arts, online and games. They will compete for the £6,000 ARTE Pixel Pitch cash prize.
The Pixel Meetings take place on 14 October and this year’s Power to the Pixel Think Tank on 15 October is dedicated to finding the practical steps that will allow the film and media industries to grasp the opportunities of cross-media change. The results will be freely available in a Think Tank report to be produced by Power to the Pixel.
WBP: What are some interesting projects that have caught your attention over the last year or so that you feel are good examples of transmedia projects?
LR:There are a number of projects that we are showcasing at this year’s event.
Three documentary projects illustrate how interactive platforms can enhance and transform the possibilities for documentary storytelling to interpret and synthesize many sources of information to explain a situation or express a POV.
Collapsus is a brand-new transmedia project from SubmarineChannel, directed by Tommy Pallotta, producer of Scanner Darkly and Waking Life, and director of American Prince. It combines interactivity, animation, fiction and documentary and looks into the near future to show you how the imminent energy crisis affects a group of ten people, who appear to be caught up in an energy conspiracy. Collapsus is the transmedia project associated with the documentary, Energy Risk.
Prison Valley is the latest interactive documentary produced by Upian and ARTE by by David Dufresne & Philippe Brault It investigates the prison industry in Fremont County, a remote part of Colorado, USA, in the French documentary. The two reporters explore an area that has 36,000 inhabitants, over 7,000 inmates and 13 jails. Prison Valley is made up of a linear 59-minute film, which was aired on television channel Arte (who co-produced the documentary) on 12 June, 2010. But besides this, web users can view extra footage, interviews and statistics online.The documentary uses many of the possibilities provided by the Internet, including photography, text, audio, video and infographics. Viewers can explore the content using a navigation system similar to a video game.
Waterlife is a stunning ode to the last great supply of fresh water on earth, the Great Lakes, as well as the award-winning full-length documentary feature directed by Kevin McMahon and produced by NFB Canada, the online interactive experience immerses us in their extraordinary beauty, ecological complexity, and extreme state of distress.
Another project that hit the headlines this was Conspiracy For Good an augmented reality drama that took place on the Internet, on mobile devices and offline in four live action events in London. It was developed by Heroes creator Tim Kring and sponsored by Nokia. The audience played the part of activists and supporters of the eponymous organisation, Conspiracy For Good, and joined in to help direct the action by solving various puzzles spread across different media.
WBP: In terms of emerging trends what do you think is most interesting for those who are telling stories?
LR: Evolving devices, software and applications are enabling a whole new Renaissance in storytelling possibilities. Film and TV storytelling until recently has been essentially confined to distribution formats and release windows. Now the possibilities of extending stories in a multitude of new ways across different media platforms and devices is huge. As well as the creative aspect there are powerful ways of engaging new audiences and increasing the discoverability of projects and also attracting a whole new pool of finance and media partners. The personalisation of media is also one of the biggest trends that is effecting storytelling. Audiences are frequently no longer passive consumers of story but active collaborators and stakeholders in terms of co-creation, marketing, distribution and sometimes even in terms of financing.
WBP: What do you hope people will take away from this year’s event?
LR: The projects above and new ones that we are showcasing at The Pixel Market demonstrate that filmmakers and storytellers of diverse formats and genres are embracing these new trends. Many of the stories that we have heard about in terms of cross-media or transmedia storytelling have been huge studio franchises and often been seen soley in terms of marketing not storytelling or in any form of increasing the value of the property itself. In a world where the value of traditional media formats is steeply declining and where audience behaviour is rapidly evolving, we are keen to demonstrate at Power to the Pixel that cross-media storytelling is an essential way for creators and media businesses to reach new audiences, extend the values of the properties they are developing and to find sustainable business models in a rapidly evolving media world.
September 24 2010
Transmedia Talk Podcast – Episode 4
Welcome to Transmedia Talk a new podcast covering all things story. Transmedia Talk is co-hosted by Nick Braccia and Robert Pratten and looks to shed light on the topic of transmedia storytelling with commentary, interviews and tips on how storytelling is moving into the 21st century.
NB: If you’d like to give us feedback, recommend yourself as a guest or suggest topics to cover – please email us at talk@workbookproject.com or Tweet away with the hashtag #tmediatalk
Topics cover in this episode (start time shown in bold)
01:14 Collaborative storytelling and world-building with Scott Walker of Brain Candy LLC (with reference to Scott’s property The Runes of Gallidon
34:45 The Webishades mini-ARG from NoMinesMedia
Hosts
Nick Braccia from Culture Hacker
Robert Pratten from TransmediaStoryteller.com
Guests
Scott Walker from Brain Candy LLC
Haley Moore from Culture Hacker
Dee Cook from Dog Tale Media
Transmedia Talk Podcast – Episode 4
Welcome to Transmedia Talk a new podcast covering all things story. Transmedia Talk is co-hosted by Nick Braccia and Robert Pratten and looks to shed light on the topic of transmedia storytelling with commentary, interviews and tips on how storytelling is moving into the 21st century.
NB: If you’d like to give us feedback, recommend yourself as a guest or suggest topics to cover – please email us at talk@workbookproject.com or Tweet away with the hashtag #tmediatalk
Topics cover in this episode (start time shown in bold)
01:14 Collaborative storytelling and world-building with Scott Walker of Brain Candy LLC (with reference to Scott’s property The Runes of Gallidon
34:45 The Webishades mini-ARG from NoMinesMedia
Hosts
Nick Braccia from Culture Hacker
Robert Pratten from TransmediaStoryteller.com
Guests
Scott Walker from Brain Candy LLC
Haley Moore from Culture Hacker
Dee Cook from Dog Tale Media
September 12 2010
Transmedia Talk Podcast – Episode 3
Welcome to Transmedia Talk a new podcast covering all things story. Transmedia Talk is co-hosted by Nick Braccia and Robert Pratten and looks to shed light on the topic of transmedia storytelling with commentary, interviews and tips on how storytelling is moving into the 21st century.
This episode is in TWO parts
PART ONE:
PART TWO:
NB: If you’d like to give us feedback, recommend yourself as a guest or suggest topics to cover – please email us at talk@workbookproject.com or Tweet away with the hashtag #tmediatalk
Topics cover in this episode (start time shown in bold)
PART ONE (47 mins)
Audience building:
01:04 Stephen King’s The Dark Tower,
02:53 Fallout New Vegas iPhone App
05:46 Savage County
09:51 Pervasive Games – JeJune Institute and Nonchalance [Jeff Hull will be speaking at TedxSOMA]
29:34 Mongoliad - collaborative storytelling
PART TWO (40 mins)
0:00 Dexter ARG
Hosts
Nick Braccia from Culture Hacker
Robert Pratten from TransmediaStoryteller.com
Guests
Jeffery Hull from Nonchalance
Jeremy Bornstein from Subutai Corp
Haley Moore from Culture Hacker
Dee Cook from Dog Tale Media
August 25 2010
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