As I Love Transmedia wraps its fifth edition in Paris, our editor Yoana Pavlova reports with photos and some thoughts on the event.
When the Sarajevo Film Festival invited me to talk about VR in the context of the Balkans some weeks ago, I opened my exposé with an overview of the US-vs-France dynamics, and with an excuse that I had to resort to this cliché in order to introduce my audience to the topic. Every time I visit a VR event in France, though, I realize that this same cliché will one day constitute the cultural anthropology appropriation of the digital age. But let's start from the beginning.
In its first editions, I Love Transmedia was a nerdy happening aiming to connect the dots between digital technologies, different audio-visual platforms for productions and distributions, the video games industry, and the notorious French fatigue in search of fresh intellectual excitement. Accommodated by the emblematic Gaîté Lyrique, in-between the posh Marais and the rapidly gentrifying 10th district in Paris, I Love Transmedia has been always very accessible, although, somehow, its focus was a work-in-progress. Until this year, when the entire programme went openly VR.
In this context, a talk about today's viability of interactivity or a presentation of the Dada-Data project can turn into tiny, mouthwatering bites on the vast 360°/AR/VR platter. And as I listened to a panel of several men arguing whether interactivity is dead or not, I had a vision of early experimental psychologists putting rats in elaborate labyrinths and pigeons in specially designed cages – usually well equipped with rewards and punishments, so animals can be immersed into “an interactive world,” ergo studied. This is how B.F. Skinner discovered, for example, that birds can manifest signs of superstition in hope for sudden food delivery.
At this point, the French digital industry is by no means any different from those pigeons, as people are already trapped in the grand technology changes and actively looking for means to move further. Public funds are there, private investors are salivating, too, only the right movements must be performed. Like a mating dance run by dating algorithms. Yet how to think big if one must stay focused on the details. As David Dufresne hinted in his Skype gig during that same talk on interactivity, we need to stop shaping all projects for TV, because TV is also trying to find its own way, frantically investing in web series and web documentaries just to prove it can be more than TV.
Now with so many commercially released headsets and controllers, we are one level up, nevertheless, the industry pitches for seven upcoming transmedia projects presented during I Love Transmedia all spelled zeitgeist compatibility. Targeting children, cultural heritage, dance as a universal form of communication, empathy, intuition, dreams – they were in line with our general preoccupation with the oniric. As if our engagement with the transmedia should stay in the realm of the extraordinary and the sublime, as if the very act of being connected should be momentous. As one of the pitches went: “What would you do if you were one of the INSIDE OUT personages in someone's head?” It is no longer sufficient for the stories to be planted inside our mind, now we are the ones planting them in an imaginary hive-consciousness.
Still, what does this have to do with cinema, you would ask. Everything, I would say. Even if you take an independent, low-cost production aiming at certain festival glory and public recognition, it can no longer be seen as an island of auteurism. From the crowd-funding campaign to the disruptive long-tail tactics, a lot of the film's existence is being rerouted to social networks and VoD channels. Hence, the film's online avatar becomes part of a larger narrative, where its creators can no longer intervene, it is reborn as a piece of an infinite transmedia puzzle that is being constantly re-assembled in our brains. As a result, artists are converted into players, thus developing a special type of adaptivism.
Next stop: Video Games Live at one of the iconic Parisian cinema theatres, Grand Rex.














