Building Successful Transmedia Strategies: The Twilight Saga Case Study [VIDEO]

Lara Hoefs gave a keynote at the 2013 Merging Media conference in Vancouver on creating successful transmedia strategies using The Twilight Saga as a case study. In this talk, she also takes a deeper look at the cultural basis of transmedia and how that is effecting storytelling and marketing in the 21st century.

 

21st Century Story Development: Know Your Audience

Hollywood no longer needs to work so hard to lead audiences to story …

…. Because today audiences can lead Hollywood to future success stories!

k48byeHere in the 21st century, storytellers don’t need to wait for audience testing to see how audiences respond and react to their story. Audiences are connected, vocal and living in digital spaces allowing for storytellers to get to know their audience early and to use this information to help guide the development of story and cross-platform story experiences that resonate and move audiences.

UnknownIn the past, a story was written and produced then handed over to marketing executives to sell the story to audiences. Then they would test the story to find out what audiences are and are not liking, tailor the marketing campaign to highlight what a particular audience will like in hopes of gaining their attention when the story premieres on TV, in theaters, etc.

Today, stories can emerge in development based on knowing the types of stories audiences are already attracted to. Audiences are living digital lives that make their story choices, behaviors and opinions accessible to help guide producers in developing successful stories. There is no reason to wait until after production dollars have been spent because you can check in with audiences early, in development.

What does this mean?

It means that in development, identify the audience you want to reach, get to know them via an audience discovery process that analyzes hard data, psychometrics and social metrics. The insights gleaned from this stage then becomes the compass that guides story development and audience engagement that results in the creation of successful story properties.

It’s working for Netflix. Their original show House of Cards emerged from data that showed Netflix’ customers liked the UK’s House of Cards, Kevin Spacey and binge viewing. Poof! Instant success, achieved in development by using data that showed them who their audience was, how they consume story and what stories they liked.

Another indication that in 21st century storytelling the audience matters and listening to them is critical for success!

 

Death of Hollywood? Or Dawn of a New Hollywood?

“There’s eventually going to be an implosion — or a big meltdown.”
– Steven Spielberg on the film industry, June 2013
Photo by Hameed.Deviantart.com

Photo by Hameed.Deviantart.com

Hollywood filmmakers are waking up and speaking up. Recently we’ve heard passionate speeches from Steven SoderberghSteven SpielbergGeorge Lucas proclaiming the tides of change in Hollywood, their frustration as storytellers and their fear for the future. Gentleman, do not despair. The battles you face seem hopeless, and yet I’m here to tell you that what is transpiring is actually good news for storytellers like yourselves.

Here’s the deal, the media landscape has changed. Audiences have changed. Studios are afraid.

They are digging in their heels to keep status quo on an old system that does not exist anymore and studio execs are reacting by making decisions that affect you and the stories you want to tell. Again, do not despair because what the studios are slow to accept is that the new media system  Continue reading