9/23/2023 0 Comments Transmedia storytellingNow Gomez has devised a new narrative model that explains the chaotically orchestrated narratives used by Putin and more recently the Trump administration. “Even more alarming was how the Putin regime was purposefully pummeling the Russian people with an array of conflicting, often baffling stories, eventually causing everyone to just throw their hands up and give into authoritarianism,” he adds. “I became worried when I learned about hikikomori and saw rising levels of isolation and depression among Japan’s young adults, who holed up in their parents’ homes and lost themselves in these pop culture fictional worlds,” says Gomez. The big question is, “Can transmedia storytelling be used to obscure the truth?” Even Gomez anticipated a few in his TEDx talk in 2010. For example, when overcrowding at the South by Southwest Festival in Austin, Texas led to a hotel room shortage, Casper, a $13 million Series A startup mattress company, teamed up with the Standard Hotel to furnish dozens of extra mattresses and provide a unique evening “experience” for the weary crowds.Ĭomplemented by traditional advertising and transmedia extensions such as 8-minute power naps, and “milk and cookie sessions” elsewhere across the festival, the personal and intimate interaction generated so much buzz that Casper is now well on its way to becoming a nationally recognized brand.īut as with all things that sound too good to be true, there are clouds on the transmedia horizon. Successful transmedia storytelling often comes from listening to audiences. “ Baahubali and Asura are wise to pursue transmedia because the technique offers expansion and exploration of these properties, rather than repetition.” They need to succeed as brands and that means that the audience has to be enticed to keep revisiting the story world,” said Isaac Wu of 62 Brands, a Beijing-based licensing agency. “Projects like these are becoming too expensive to be one-offs. In China, where transmedia extensions of homegrown properties are also still a rarity, Yang Zhenjian of Zhenjian Film Studio in Beijing is exploring a similar program surrounding the 2018 release of their $100 million fantasy movie Asura. Models showcase a collection inspired by the upcoming Hindi film 'Baahubali 2' in Mumbai on April 7. Fans can get the back stories of their favorite characters in graphic novels, explore distant parts of the story world in mobile games and purchase jewelry and other items featured in the films through an extensive licensing and merchandising program. In India, Shobu Yarlagadda, CEO of Arka MediaWorks, announced a transmedia plan surrounding his epic Baahubali film series-a first for Bollywood. The Mediacorp TV series, The Dream Makers II (2016), proved Sparmberg’s point, boasting two web series spin-offs, online games and a social media campaign, resulting in 100 million impressions, breaking the network’s online viewership and participation records. Marco Sparmberg, Social Media Lead at Mediacorp, has been spreading the transmedia gospel across the network’s platforms since 2014. It was inevitable that Asia would take an interest in transmedia, where early adopters like the Hong Kong Design Institute and Singapore Media Academy hold courses and seminars on transmedia storytelling. Or was Darth Vader really Luke’s father in 1980? Transmedia storytellers set up mysteries and invite us to fill in the blanks,” says Gomez. Think of how we all asked ourselves what the Clone Wars was like back in 1977. They placed their characters within the context of greater histories. “They built alien cultures and convincing systems of magic. “In addition to being great storytellers, creators like Lucas, Tolkien and Rowling imagined entire cosmologies,” says Gomez. I don’t mean they necessarily direct the story, but they need to feel heard.” And the producers of good transmedia have to validate and celebrate fan participation. No matter how complex, you need to communicate aspirational themes because we’re not likely to follow negative transmedia. Gomez says: “The world of the story needs to be highly detailed, conveying a sense of reality. Other elements of successful transmedia narratives, according to Gomez, include stories with lots of characters, each of whom has a past, a rich life that extends beyond the borders of the screen.
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