AmbulanteCineforo Universidad, Guadalajara, Mexico

15 April, 2013

James Mullighandirector ejecutive de Transmedia Next

Bootcamp Digital

or ...

... fun things to do with the people formerly known as the

audience

From this ...

To this...

Hacker

Activist

Gamer

Producer

InventorBlogger

One to one

One to many

Many to many Many to many

Autodidact

Autodidact

Now more than ever, people are conscious of

their surroundings and the worlds they live in. The

era of Internet and telecommunications makes it

possible to penetrate the mysteries of other

societies and other cultures without traveling or

possessing an academic degree. Wherever there

is a will to know, it is possible to develop at least

a basic knowledge of almost any subject.

What is this ‘digital’, anyway?

What is this ‘digital’, anyway?

• Economic efficiencies;

• Reduction of scarcity;

• Deflationary;

• Users enabled; and

• Market immaturity.

Some trends

• Technological changes:

• Broadband; powerful devices; open platforms; frictionless

payments.

• Behavioural changes:

• Huge rise in online and mobile consumption.

• Business models:

• Increasingly online.

• Democratisation of production:

• Rise of the bedroom producer.

From The Audience is Always Right Michael Zorn, TBWA Berlin

• Fractal Media Usage:

• People spend more time with more media in different ways.

• Individual Media Usage:

• People use media on their own terms and schedules.

• Volatile Media Usage:

• People use media in spontaneous ways, switching between media.

• Self-determined Media Usage:

• People can avoid or block content.

The age of the interface

From: How Social Media Can Make HistoryClay Shirky

“Every time a new consumer joins this media

landscape a new producer joins as well,

because the same equipment - phones,

computers - let you consume and produce. It's

as if, when you bought a book, they threw in the

printing press for free ...”.

Tell me and I will forget

Tell me and I will forget,Show me and I may remember.

Tell me and I will forget,Show me and I may remember,

Involve me and I will understand.

collaborators1%

9%

90%

sharers

audience

Engage don’t sell

Engage don’t sellShare don’t tell

Ain’t too proud to beg …

indiegogo - international, very film friendly

kickstarter – the biggest player

Use Assemble to build a web presence and then an audience. Then sell to them.

39

Distrify is a suite of digital tools that turns the entire internet into a movie marketplace.

Technology giveth, and technology taketh away

“Obscurity is a far greater threat to authors and creative artists than piracy”.

Tim O’Reilly

vodo.net watch films and pay what you want

vimeo.com now has a tip jar

New forms of storytelling

collaborators1%

9%

90%

sharers

audience

the eight elements of transmedia

1. A story ...-a beginning, a middle and an end, b/c narrative drives the experience

2. ... told using a variety of story forms ...-anything: from live event through video to printed matter ... all fair game

3. ... across multiple media platforms ...-anything: TV, film, wed, radio, live, games ... etc;

4. ... all within one unified storyworld ...-not cut up and put on different platforms, rather woven together whilst respecting the conventions of each platform;

5. ... that encourages audience participation ... -a house, with door left invitingly open;

6. ... using embedded game mechanics ...-these incentivise and reward participation;

7. ... involving a social element ...-possible to meet and interact with other audience members;

8. ... designed for multiple levels of participation.- be as involved as you wish: committed, curious, casual, participatory, interactive, passive.

the relevance of transmedia

• reflect consumption habits;

• embrace new technologies and platforms;

• find new audiences;

• widen creative possibilities;

• create deeper, longer engagement in a world; and

• new revenue streams.

a rose by any other name

multi-platform / cross platform

pushed-Dr Who episodes on You Tube;

extras-War Horse book, e-book, audio book, site and app;

Bridges-one medium ends, forcing you to visit another.

immersive media-a live immersive alternative reality or promenade theatre experience

http://beta.18daysinegypt.com

Crowdsourcing footage: an interactive crowd-sourced

documentary project about the Egyptian revolution.

Crowdsourcing crisis information

Crowdsourcing solutions

The ashtag app

Delight

starwarsuncut.com

Be socialBuild your audienceUse crowdfunding to help you do thisInvolve your audience in a meaningful wayExperiment with new toolsBefriend a coderExplore new forms of storytellingMake the web, don’t just use itMake beautiful thingsBe generous

@jmullighan

@transmedianext

@sleepparalysisP

@VODOreleases