Storytelling

The first platforms of story telling were person to person, from as far back as humans were first around they used storytelling as a form of entertainment, they would sit round campfires and spread their storyies, passing them on to their children and their childrens children.

The second storytelling platform was theater and is thought to have been invented by the ancient Greeks, here a story could be told to a bigger audience and have a bigger impact, using props and actors to portray characters and storylines.

The next revolution in storytelling didn’t happen for another 1500 years and is knows as the book, or so Sean Stewart says who is a groundbreaking figure in sci-fi storytelling, i have to say that i disagree with this remark.

I think Gilgamesh was the first book, although it wasn’t put down on paper and is on a tablet in my opinion this still qualifies as a book.  Gilgamesh is a mythologized account of a historical figure, the ruler of a Sumerian city-state of Uruk, he was believed to have ruled sometime between 2700-2500BC.  There are a number of fragmentary versions of the story and some scholars believe that these could be transcriptions of earlier Sumerian texts.  The most complete version was written on 12 clay tablets sometime between 1500-1200BC and was discovered in the ruins of the Assyrian King Ashurbanipal’s library in the Nineveh, this was the largest library in the pre-Hellenic ancient world.

With the book, the artist only has to entertain on time, but the book and be read all over the world for thousands of years, and now the way we read books has changes with things like the iPad where books are downloaded digitally and read on screen.

The next platform was created in the 20th century and is known as cinema.  In this you had sound, music, costume designers, trained actors etc.  Of course some of these things were in theater but probably not having the same effect as it would on screen.

 

The revolution in story telling is telling them digitally, having a variety of media platforms telling stories.  With the internet you can have everything that there was before but adding email, blogs, social networking, websites, phone calles to your audience etc.

With this technology we now have the ability to create sociable entertainment.  Audiences can experience entertainment collaboratively

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Brands

There is a big difference in the way  consumer brands use transmedia compaired toentertainment brands.

Consumer brands are not stories, so they tend to use ARG’s.  Brands can employ transmedia tactics in less immersive ways, indeed, this is where consumer brands will need to look more closely to build out effective multi-modal, transmedia identities for themselves.

For example coca cola have been using the transmedia approach with the happiness factory, they have created a rich brand world  around the idea that their vending machines have a whole world existing within them, with different games, characters who have different jobs within the world including various interviews etc. The campaign has seen the production of all the usual campaign activity: a website, some TV ads, etc, but also things like a co-created music track.

Brands themselves now need to become multi-modal, that is to say, more multifarious and flexible in their identities – in how they portray themselves, in order to remain relevant and accessible to an increasingly differentiated audience.

BMW’s The Hire was lauded for its embrace of online marketing and branded content.  Through extensive consumer research, they found that their typical customer was 46 years old, with a median income of about $150,000 (USD). Two-thirds were male, married, and had no children. Delving deeper, they discovered this nugget: 85% of BMW purchasers use the internet before purchasing.

On April 26, 2001, the now defunct bmwfilms.com launches with a series of short films available for viewing. Clive Owen plays the driver, a man who goes from place to place in a BMW, getting hired by various people to be a sort of transport for their vital needs.  Along with Ambush, four other short films were released in 2001

 

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My story

Premise

An android called Chip escapes his creator who is an evil scientist to spread creativity and inspiration amongst teenagers and help them to express themselves in the digital world through various forms of art.

Plot

An evil scientist creates an android to assist him in her evil doings.  However, the android begins to evolve and become more human when she develops emotions.  She then finds herself painting as she feels it is the only way to express these emotions.  Knowing that she can no longer assist the evil scientist she escapes ending up living on the streets where a graffiti artist finds her.  The android then goes underground with the  artist who is always running from something, together they set up a website for teenagers to express themselves through various forms of digital art.  All the time running from this evil scientist who wants to take the android back to turn her back into his slave and take away her human emotions.  With the help from the creative teenagers her identity is changed and as time goes on it becomes harder and harder for the scientist to track her down.  In the end because of how many followers she has and because the software that her and the artist have published in order to stay in contact with the helpers she becomes stronger than ever and is able to infiltrate the scientists headquarters.

Platforms

Facebook, youtube, twitter, phone app, AR App.

Timeline

  1. Posters of missing girl go up in streets and on Efrens facebook page.
  2. Posts on Chips twitter and facebook page asking people to tear them down.
  3. Competition to make Chip an new identity.
  4. Wristbands are sent out to the people who are helping Chip so they can be identifiable to one another.
  5. Phone app is release so players can keep up to date with the goings on.
  6. Video is released on youtube and facebook from Efren bold asking people to help find his daughter.
  7. Space invaders game is released, at the end a clue is revealed.
  8. AR phone app is released.
  9. Posts go out from Chip telling people to be outside Bolt Headquarters at a particular time and date.

Characters

Android-chip-female

Scientist-Efren Bolt

Graffiti Artist- Plix



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Websites

http://archive.bigspaceship.com/hbovoyeur/

I found this site very engaging,  I thought the individual storylines were very interesting and they made me want to know more about the characters and the storylines.  I think that is the most important thing, if the characters and the story is not interesting then it doesn’t matter how well the content is made because people will not want to dig deeper.

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research transmedia

Transmedia entertainment is quickly becoming the single most powerful way to convey messages and narratives to a mass audience.  It’s about building a compelling narrative, and taking advantage of television’s reach, the Web’s interactivity, editorialization of radio etc.  It takes the elements of a character’s narrative and applies them uniquely to each medium while extending the story.  Large broadcasters are building functional worlds that smash through their own frames and extend onto multiple platforms.  Using different types of media it extends the storyline, so if you are watching a programme on TV there might be a spin off of a character on the internet or a comic book.

“transmedia intertextuality works to position consumers as powerful players while disavowing commercial manipulation.” Marsha Kinder.

At the moment the world is experiencing an immense shift in the way that entertainment is conceived, produced and distributed and because there are so many platforms the possibilities are endless.

I believe transmedia storytelling originated with L. Frank Baum who is the author of The Wizard of Oz, there are over 40 books in the Oz series, as well as numerous plays, board games, dolls, films and of course, television movies. Reportedly there are at least 19 Oz productions in development.

Wizard of Oz (1910) – based on a 1902 stage musical – Silent film
Land of Oz (1910) – Silent film
Dorothy and the Scarecrow in Oz (1910) – Silent film
The Patchwork Girl of Oz (1914) – Silent film
His Majesty the Scarecrow of Oz (1914/1915) – Silent film
Wizard of Oz (1925)
The Land of Oz (1932)
The Wizard of Oz (1939)

Obviously technology back then was not what it is today but the ‘Oz’ world was communicated by all the available platforms of that time.

Today’s main man in the transmedia storytelling industry is Jeff Gomez.

Jeff Gomez is the CEO of Starlight Runner Entertainment and is the world’s leading expert at developing entertainment properties and premium brands into highly successful transmedia franchises.

Jeff created, co-wrote and produced one of pop culture’s most successful transmedia storylines with Mattel’s Hot Wheels comic books, videogames, web content and animation.

He has gone on to work with such franchises as Pirates of the Caribbean, Tron Legacy for Disney, Halo for Microsoft and the Happiness Factory for The Coca-Cola Company.

Jeff’s first transmedia effort was for Magic: The Gathering, from Wizards of the Coast, where he created a mythology for the trading cards in an elaborate storyline depicted in a series of comic book titles, web sites and videogames.


What is the future of transmedia storytelling?

Jeff Gomez’s opinion is that it will no longer be an afterthought tacked onto tent pole movie promotions, or the purview of niche audience alternate reality games and that a new breed of visionaries will create transmedia narratives in strikingly artful ways, inviting a new kind of appreciation and criticism. And transmedia storytelling will leave the arena of entertainment and advertising, impacting society itself in the form of education initiatives, political campaigns, and international outreach.

  • It is possible that we will see a mostly “3-D web” interactive environment all of which will be customizable by the user. I.e. stories generated by the user.
  • A mixed Reality can be a term to classify the varying degrees of innovation coming from Augmented Reality to Virtual Reality that will affect our “Real Reality”.
  • Spatial immersion displays such as Digital Dome Movies will become the norm, and preferred until technology allows an immersive experience at home. This will also lead to new side-effects from watching more intense, realistic stories — on our brain chemistry and psyche.
  • Holographic Audio – an arrangement of speakers that delivers sound to all points of the room (imagine hearing the drop of water on screen right next to your ear) is coming shortly.
  • Screens themselves will become only one method of consuming content, and screens will also be an instrument of the past. Most images will be holographic. All the speakers nodded their heads when Screens will become an instrument of the past” was said.

It is already being said that Microsoft are working on various transmedia storytelling operations where you will be sitting passively watching something, and then you will be jumped into a virtual world where you will have to interact, where what you do will define the outcome of the storyline.  This might be ahead in the future but it is certain that in that future the only way to experience a narrative will be by transmedia storytelling.


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