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.

 

Social Media Redefines The Hollywood Marketing Machine

Neon Tommy: Annenberg Digital News

By Alex Gold June 22, 2014 | 9:31 p.m. PDT Staff Reporter at Neon Tommy

Click here to read the original article at Neon Tommy.

Photo Jun 23, 4 14 54 PMIn the entertainment industry, social media has become an increasingly important method to engage fans, track and measure sentiment, and drive business actions based on big social data.

At Silicon Beach Fest, a panel of experts discussed how they incorporate social media into multi-billion dollar franchises for content distribution, audience engagement, and social analytics. The panelists offered their advice and experience integrating social media with TV shows, live events, broadcasts, and film campaigns.

The panel included industry heavyweights such as Josh Spector, Managing Director of Digital Media and Marketing for The Academy of Motion Picture Arts and Sciences, and Lara Hoefs, CEO of StoryDisruptive and brand manager of the Twilight Saga. Other notable speakers included Hannah Stiefel, TV Marketing Specialist at ABC, and Dan Levitt, VP of Business Development at Jammer.fm. Continue reading

Cross-Platform Storytellers = Audience Architect + Story Architect

Information-TechnologyitTo create successful cross-platform story experiences, it’s important to understand there are two sides to the transmedia coin. Transmedia only begins at creating story across platforms; the other half is building a cohesive cross-platform audience experience. The two go hand in hand when building engaging, moving story experiences.

Several years ago, understanding that storytelling was evolving in a new media age, the visionary Lance Weiler made a shift in how he identified as a storyteller and he moved away from identifying as a filmmaker to that of a story architect.

images“At one point I considered myself a film-maker but those days are long gone. I now consider myself something akin to a story architect, in the sense that the stories I tell encompass design, delivery and technology.” – Lance Weiler, 2009

As we build story experiences in this connected digital age, one side of creating story experiences is building story architecture and the other is building audience architecture. Continue reading

Joss Whedon: Reinventing Hollywood by Giving Away Apple TVs

This month’s Story Entrepreneur award goes to Joss Whedon.Unknown-2

And here’s why …

Last month, while Joss Whedon was on set filming The Avengers, his film In Your Eyes debuted at the Tribeca Film Festival where he then announced that the film would be available to rent immediately via the film’s site, powered by Vimeo, for only $5. Not only is that a fabulous digital distribution plan with direct monetization, but what happens next makes this film strategy ground breaking.

Basically, he had an audience strategy!

Screen Shot 2014-06-05 at 1.49.12 PMOnce audiences started renting the movie, Joss and team started sending out thank you gifts! Yes, they sent gifts thanking their audience for watching. And they were not small gifts, they sent Apple TVs, Xbox Ones, Weber grills and cacti! And they sent them to audiences around the world in Germany, Australia and the UK!

This distribution model and reverse crowdsourcing is brilliant, on so many levels! Here’s a few … Continue reading

7 Critical Strategies Hollywood Must Learn from the NY Times Innovation Report

Screen Shot 2014-05-30 at 9.46.54 AMThe New York Times innovation report that was leaked earlier this month, is a must read for anyone who works in media. It is indeed one of the key media documents of this age with a lot to teach a struggling Hollywood. The challenges facing the newspaper industry are very similar to those facing Hollywood. Both content creators are struggling to evolve in a changing media landscape and Hollywood would be wise to use the problems and solutions the NY Times innovation report illuminates to guide Hollywood in its evolution into Hollywood 2.0.

If you don’t have time to read the 97 page innovation report, here are the top 7 take aways for Hollywood to know … and start implementing!

images1) Shift Industry Goals, thus Efforts

NY Times: They need less thinking and resources (time and talents) put towards the “front page”, more thinking and resources put towards developing and reaching an online audience. (p. 90)

Hollywood: Less thinking and resources needs to be put towards first weekends, broadcast eyeballs or four quadrants, and more thinking about creating cross-platform, monetizable story experiences for audiences. Basically, by focusing on old goals Hollywood is misusing time and money and missing out on revenue opportunities, thus leaving money on the table. Continue reading

21st Century Entertainment Strategies: Re-thinking The Biz

Unknown-3The entertainment industry was built on a media system that no longer exists. The media system that has emerged is embodied with new innovations, multiple platforms for exploring the art of storytelling and opportunities for audiences to participate and engage with story like never before.

Every time a new innovation hits the marketplace, it upsets the existing system meaning that the media system will be ever-evolving (see Disruptive Storytelling). The days of a media system that remains the same for 100 years have come to an end. This means that in the entertainment industry, change is the new normal and constant evolution a necessity.

Despite this evolutionary shift, the struggling industry continues to rely on entertainment strategies built on a system of the past that has changed and will continue to change. It’s time for new, evolved strategies to lead the way toward transforming the art and business of storytelling back into a robust industry.

What are the key principles of 21st century entertainment strategies?

  • Creating meaningful, engaging story experiences.
  • Using new technology to innovate the art of storytelling.
  • Collaboration between storytellers and marketers.
  • Innovative budgeting and distribution models.
  • Inviting audiences to actively participant in story.

It’s a tall order, indeed. Though those story visionaries (see Story Entrepreneurs) who are willing to take risks, evolve and embrace new strategies, will be the ones that lead this industry into a new age of brilliance.

A Brüno Case Study: The 2009 Audience uprising! (Part 3)

Part 3 – New 21st Century Strategies for SuccessUnknown

Brüno was the first film to be so drastically effected by the power of the audience – who had an opinion, broadcast it and drowned out the marketing messages. This Coup d’état on Hollywood, from audiences over studio giants, has effected how the entertainment industry creates and sells stories. For the industry to survive, it will need to understand, accept and adapt to these changes (see Hollywood and Disruptive Storytelling).

So what exactly does the ‘Bruno’ story teach Hollywood about how to craft an IP in the age of social media? Continue reading