Blog #4 - Transmedia and The New Media Landscape
Our new media landscape has transformed the way we view, interact and promote every facet of the entertainment industry. It was no easy transition. The early 2000s were fraught with massive corporate lawsuits trying to protect their former business models. People were no longer buying or watching films in the same quantity anymore. Consumers could consume media content far easier, albeit illegally in the privacy of their own home than ever before. Once the dust of literally hundreds of lawsuits and billions of dollars cleared, it became apparent corporate entities had to adapt to survive in a new landscape. “Consumers are no longer satisfied just to enjoy print, video, or other forms of entertainment and information passively. In today’s search-driven world, consumers are actively looking for control, community, and interactivity” (Booz & Co, 2014). While this was certainly no easy transition, it did open up a wealth of platforms for new approaches to distribution, promotion and interaction with audiences.
In order to stand out in vastly different marketplace, businesses have had to adopt innovative strategies to promote their media product. This mentality has seen the implementation of transmedia becoming more and more commonplace, forcing studios into wielding a certain level of sophistication, panache and brand awareness across a variety of different mediums to truly standout in a saturated market. To appeal to a modern audience in film or any art form you have to present them with something unique to hold their attention. The very concept of transmedia ties into this. It differs from traditionalist notion of storytelling by presenting concepts, characters or stories across a variety of platforms such as film, television, literature, video games and the internet. If utilised properly it can create a consumer experience that challenges and encourage audiences to play more of an active role in the entertainment they watch or read or listen to making for a much more immersive and visceral consumerist experience.
The internet levelled the playfield between the independent and corporate sectors, by giving content creators the opportunity to easily and cheaply appeal to global audiences. They now have the ability to seek out and appeal directly to a niche audience; the kind of intimate experience that a million dollar advertising campaign cannot compete with (Rheingold, 2002). An idea that has the potential to appeal directly to a certain kind of audience can be extremely cost effective.
Local Aussie Horror film, The Tunnel (2011) is a clear point of reference. Its entire budget came from online donations via a “$1 for a frame” fundraising scheme (Brown, 2011). This is a perfect example of the benefits and profiteering in a transmedia world. The positives for the filmmakers are obvious in the sense that this provides much needed funding completely independent from the traditionalist Government bodies, but it also encourages the consumer to take an active role in the film’s creation. It embraces and immerses the audience into their creative process which will see them actively embrace the work. The fan response was immense and it insured the tiny independent film get screened at the prestigious Cannes film festival, in addition to a theatrical release through Hoyts cinemas, a cable syndication deal and DVD distribution deal.
While not every example is as profitable as The Tunnel, it’s clear that the new media landscape has vast benefits for every kind of content creator whether its big business or independent. In the end of the day while the revenue stream system has changed irrevocably, the consumer is the one who ultimately stands to gain.
Rheingold, Howard 2002, Smart Mobs: The Next Social Revolution, Basic Books/Perseus Publishing, Cambridge, Mass.
Brown, Mike. "Paramount's ''The Tunnel'' to Be Released on BitTorrent and DVD - Neowin.net." Neowin.net - Where Unprofessional Journalism Looks Better. Ignition, 18 Mar. 2011. Web. 21 Oct. 2011. <http://www.neowin.net/news/paramounts-the-tunnel-to-be-released-on-bittorrent-and-dvd>.
Booz & Co. "Key Trends." Key Trends. N.p., n.d. Web. 02 Apr. 2014.
