TERRATIVES

Michael EpsteinFounder, CEO michael@untravelmedia.com

1. TERRATIVES- Mobile Production Strategies

2. AUDIENCES - Near and Far 3. DISTRIBUTION – App stores and on-site

4. TECHNOLOGY – Challenges and Solutions

5. FUTURE - Trends and Vision

2003 – Noble Location-Based Film Experiment…Failed

(Terratives) Location-Based MediaUntravel was founded on the belief that mobile media holds potential for a new type of

participatory storytelling. Most mobile media is currently a sedentary, immobile experience.

Untravel’s mobile applications move audiences through environments, putting them in touch with

the people and stories of a place.

Untravel 2006-2010

Case Study: Walking Cinema: Murder on Beacon Hill

1990

Book

2003

Film

2009

Terrative

ABOUT THE APP

iPhone App (streaming and full versions) + video podcast + online video.

Uses GPS to guide users

Videos manually selected.

Videos as overlays v. augmented reality.

Sells for $4.99 USD

Partnerships with local businesses and historic sites to develop installations.

Technology

• Streaming/on board

• GPS

• Based on film clips

• Screen shots

RETAIL CONSPIRACY

Technology

• Streaming/on board

• GPS

• Based on film clips

• Screen shots

Technology

• Streaming/on board

• GPS

• Based on film clips

• Screen shots

YOUR STORY, YOU DRIVE, YOU CONTRIBUTE

MAP LAYERING, CUSTOMIZING, HIJACKING

TRANSMEDIA LESSONS

- Characters Persistent across platforms

- Each platform does what it does best

- Multiple entry points to single storyline

- Bring people together, give them something to do

- Location adds authenticity to messaging.

- On site audiences extending online audience experience

1. TERRATIVES- Mobile Production Strategies

2. AUDIENCES - Near and Far 3. DISTRIBUTION – App stores and on-site

4. TECHNOLOGY – Challenges and Solutions

5. FUTURE - Trends and Vision

Video length (2-3min) lends itself to sharing websites

Produce once target multiple platforms.

Armchair travel

First App to win an award in major film festival.

Video length (2-3min) lends itself to sharing websites

Produce once target multiple platforms.

Armchair travel

First App to win an award in major film festival.

Audiences- Both Local and Global

MULTIGENERATIONAL EXPERIENCE

1. TERRATIVES- Mobile Production Strategies

2. AUDIENCES - Near and Far 3. DISTRIBUTION – App stores and on-site

4. TECHNOLOGY – Challenges and Solutions

5. FUTURE - Trends and Vision

Just in Place Reception and Distribution

1. TERRATIVES- Mobile Production Strategies

2. AUDIENCES - Near and Far 3. DISTRIBUTION – App stores and on-site

4. TECHNOLOGY – Challenges and Solutions

5. FUTURE - Trends and Vision

Technology Hurdles – Fragmentation and Reception

Produce once, deliver to many (Webkit, mobile web)

Smartphones = 12% of US Market (growing, iPhone users tripled in last year, heavier on coasts)

Multiple App Stores (blackberry, ovi, Apple, etc.)

Headphones are daunting (some users don’t like headphones in public.)

Environmental Instability (weather, site changes, etc.)

Spotty service, battery life

Map use and orientation

PlatformsThe gap between mobile web, flash, iPhone, Android, etc. is closing

Java-based solutions (Phonegap)

Cloud Based Media Platforms (Toura)

Augmented Reality Browsers (Metaio)

1. TERRATIVES- Mobile Production Strategies

2. AUDIENCES - Near and Far 3. DISTRIBUTION – App stores and on-site

4. TECHNOLOGY – Challenges and Solutions

5. FUTURE - Trends and Vision

Scaling and Major Brands

• Site Specific Transmedia: Disney eports Brisk

uptake of Kim Possible Mobile Phone Adventure

• Pervasive Games: The Dark Knight, ARG

Whysoserious.com

• Print + Augmented Reality : print becomes

multimedia.

• Maps for Media and Personalization: Wilderness

Downtown music video by Google and @Radical

Big (Pervasive) Games and ARGs

Augmented Reality will be visually sophisticated and story driven

The Hidden Park (James Kane)

Mini AR in Automotive Magazines (Mini GDR)

“It’s My Time” Campaign (Benetton)

Interpreting American Disasters (Untravel)

Maps Will be Personal, Lively, Persistent...

The Wilderness Downtown (Arcade Fire)

Bio

Michael Epstein, CEO (michael@untravelmedia.com) MIT M.S. in Comparative Media Studies. In 2002

Michael started working in this field and from 2004-5 he directed a pilot project in media production in Venice, Italy. After a successful competition with MIT’s 100K competition, he founded Untravel in 2006. In addition to running day-to-day operations, Michael writes, directs, and edits audio for Untravel productions. His work has won the New Media Documentary film award in the 2010 Boston International Film Festival and the 2010 Silver Muse Award from the American Association of Museums. He currently resides in San Francisco with his wife who he met while untraveling.