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Excerpt:
"...What’s new here is the idea that storytellers can create deeper experiences for their audiences when they unfold a story and its world via multiple venues, and when they invite consumers to participate meaningfully in that world –– especially when they do so from the outset of the project.
Whatever the nomenclature, the transmedia trend is gaining traction, fueled by some observable trends:
• Demand. Today’s audiences expect their media to be social, participatory and customized for every device they use, especially the much-coveted hard-core fans who are especially drawn to properties which let them go them deeper into a story or discover something first.
• Creativity. The formulaic is giving way to the innovative, as producers, including a new crop of digital natives, compete to engage fans in their stories over time and space with new approaches and on new devices.
• Buzz. Transmedia is becoming the Next Big Thing in both Hollywood and on Madison Avenue with more press coverage, more blogs and websites, more panels at film festivals and commercial conferences and ultimately more pitch meetings.
• Money. Big names in film, television, and games are placing bets on talent with transmedia chops. New studios have been capitalized to produce made-for-multiplatform properties, and proven creative services firms in the space are prepping their own original projects. Marketing dollars now routinely extend anchor properties onto additional platforms..."
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