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Transmedia Storytelling

Every producer aspires to design an entertainment brand that can grow into a pop icon, a brand whose storyworld or hero has enough creative potential to power spin-offs and reboots, theme park rides and acres of merchandise.

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Transmedia Storytelling

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  1. Transmedia*Storytelling* By*Nuno*Bernardo* ! The!concept!of!transmedia!production,!as!both!a!creative!template!and!business! model,!is!by!no!means!a!novel!one.!Cinema!pioneers!began!to!experience!a!cross; media! approach! to! storytelling! 100! years! ago,! but! today’s! audiences! are! in! a! position!to!choose!the!content!they!want,!when!they!want!and!on!the!device!of!their! choice.! In! other! words,! the! expectation! contemporary! audiences! presume! you’ll! meet!is;!any!content,!anywhere.!In!the!context!of!a!shrinking!market!populated!by! increasingly! fragmented! audiences,! transmedia* storytelling! provides! a! viable! alternative!to!the!conventional!TV!and!Film!production!business.!! ! To!become!a!part!of!this!digital!revolution,!entertainment!producers!will!need!to! learn! new! skills! in! development,! marketing! and! distribution,! therefore! the! multitude!of!platforms!and!formats!available!to!you!as!a!transmedia!producer!can! be! exhilarating! and! overwhelming.! Throughout! the! initial! phase! of! a! project’s! development,!it’s!nearly!always!prohibitively!expensive!to!create!and!launch!every! transmedial!element!simultaneously.!!!!! ! As!a!result!of!this!expense,!the!first!challenge!you’ll!face!is!seeding!capital!to!develop! and!launch!the!initial!elements!of!your!property.!Typically,!these!projects!extend! across!several!platforms!and!most!financiers!will!only!consider!funding!a!project!on! a!platform;by;platform!basis.!Even!though!the!transmedial!approach!is!increasingly! platform! agnostic,! the! commissioning! process! continues! to! be! device! orientated,! therefore!cross;media!producers!must!learn!how!to!best!utilize!a!business!model! specific!to!his!approach.!! ! This!is!not!to!say!that!you!need!to!single;handedly!develop!a*transmedial!business! model,!but!you!do!need!to!be!disposed!to!working!within!an!industry!that,!by!and! large,! is! set! up! for! platform;by;platform! funding.! Break! down! your! overall! transmedia!funding!model!into!specific!platforms,!and!when!you!approach!a!film! funder,! only! pitch! the! film! element! of! your! project.! When! you! go! to! a! games! developer!or!broadcaster,!be!sure!that!the!central!part!of!your!pitch!is!your!game!or! series.!! ! At! beActive,! we’ve! developed! a! funding! strategy,! which! divides! our! production! model!into!stages!specific!to!platform!so!that!potential!funders!will!know!how!to! respond!to!our!pitch.!We!design!three!to!four!different!pitches!for!every!property! we!produce,!one!for!each!distinct!platform.!Each!pitch!highlights!that!aspect!of!the! overall!project,!which!aligns!with!the!goals!and!expectations!of!a!particular!funder.! Think!of!your!transmedial!plan!as!a!staircase!and!to!ensure!that!you!don’t!loose! focus!during!any!one!of!your!pitches,!break!down!each!element!of!the!‘big!picture’! into! platform! specific! steps.! That! way! you! can! approach! radio! and! television! broadcasters,!publishers!and!games!companies!with!a!clear!and!focused!pitch.!!! !

  2. If!you!pitch!all!of!the!elements!in!your!plan!simultaneously,!you!imply!that!each!If!you!pitch!all!of!the!elements!in!your!plan!simultaneously,!you!imply!that!each! platform!is!equally!important.!As!exciting!as!your!overall!plan!may!be,!pitching!the! ‘big!picture’!to!a!broadcaster,!will!probably!succeed!only!in!making!your!potential! backers! uncomfortable.! They’ve! never! produced! anything! to! the! scale! you’re! proposing!and!are!unsure!of!how!to!make!it!work.!!Rather!than!trying!to!seduce! them!with!the!full!spread!of!your!plan,!organize!your!pitch!so!that!it!synchronizes! with!your!funders’!expectations.!Then!gain!their!trust!by!showing!your!production! credits!within!their!format.!Your!goal!is!to!demonstrate!this!one!element!of!your!‘big! picture’!property!in!the!best!light!that!you!can.!! ! Even! though! there! is! no! rigid! framework! for! the! standard! product;for;finance! exchange!in!transmedia,!there!is!industry!precedence!for!transmedial!funding.!Put! simply,!this!business!model!is!geared!to!generate!direct!streams!of!revenue!from! your!advertisers!and!your!audience.!This!is!by!no!means!a!novel!business!strategy;!it! has!been!the!go;to!method!of!traditional!broadcasters!for!years.!! ! Keep!in!mind!that!this!strategy!requires!a!long;term!investment!and,!probably,!it! will!not!yield!immediate!cash!returns.!It!will,!however,!ensure!that,!in!the!long!term,! your!projects!will!work!for!you!by!generating!sustained,!independent!profits.!Bear! in!mind!that!the!pioneers!of!cinema!were!trying!to!create!a!new!format!that!few! believed! in.! When! the! form! was! in! its! infancy,! critics! did! not! take! it! seriously.! Cinema!was!considered!a!faddish!offshoot!of!vaudeville,!while!one!hundred!years! later,!producers!are!now!exploring!new!digital!platforms!online.!Like!the!Hollywood! studio! moguls! of! the! twentieth! century,! the! pioneers! of! new! media! have! the! opportunity!to!bring!digital!art!to!the!mainstream.! ! Nuno% Bernardo% is% the% founder% and% CEO% of% TV,% film% and% digital% production% company%beActive.%He%is%also%an%Emmy%nominated%writer?producer%and%the%author% of%“The* Producer’s* Guide* to* Transmedia”% and% the% upcoming% “Transmedia* 2.0”% books.%Find%him%on%Twitter%and%Facebook.! ! !

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