Transmedia Storytelling

Figure 1 www.amazon.com/Buzz-Lightyear-Star-

Command-Playstation/dp/B00004TEXV

Transmedia storytelling, or the “process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience” (Jenkins, 2007), has been around for some time now. Many stories have used multiple media channels to extend and connect plot lines, such as Toy Story using a video game to explain the background on Buzz Lightyear (Figure 1). This can be a useful tool in extending the products life and helping to reach new audiences. Bringing back a story in the form of a new media channel is also an excellent way to rejuvenate sales and excitement surrounding that product. This strategy has been used by various different stories, including Star Wars, The Matrix, and various comics that have been turned into movies, television series, video games, and much more. (Jenkins, 2007). Another good example is 24, along with several other television series, deciding to make an appearance on the big screen, and several movies, such as Friday Night Lights, turning into television series.  Although this strategy has seen fairly widespread use on various occasions in the past, crossing between multiple channels in several directions, talk about it appears to have really taken off as of late.

Figure 2 www.nmincite.com/?p=4002

According to Vitter (2011), talk about transmedia storytelling increased by more than four times from 2009 to 2010, see Figure 2, and has continued to rise throughout 2011. While it has been around a while as a marketing tool, the recent increase in popularity in transmedia storytelling is most likely a result of, as most new media, the rise in popularity of the internet. The internet has provided a very simple and easy platform for producer to extend the reach of their story to, and many of them are taking full advantage. Also, coming in at 93 in the J. Walter Thompson Company’s “100 Things to Watch in 2011”, only because items are listed alphabetically, was “Transmedia Producers”. (Mack, 2010). The internet will continue to add to the growing world of transmedia storytelling, but the popularity of transmedia storytelling is also due impart to the current trend towards convergence.

Flew (2008), mentions that convergence in one sense refers to the “interlinking of computing and IT, communications networks, and media content that occurred with the development and popularisation of the internet.” (p.22). With the combination of media content across deferent networks becoming more readily available, it is no wonder that the use of multiple media platforms to tell stories has become more and more popular. The increase in technology has also lead to an increase in the demand for transmedia stories. Now that people are able to access the internet from their smart phones to check email, news, and facebook, they want to be able to find their favourite stories on there as well. Whether they are a fan of Star Wars or Star Trek, as the ability to stay connected to digital media increases, and society’s fixation with new technologies increases, the demand for favourite old stories across an entirely new media platform will continue to increase as well. This demand has helped to create new streams of revenue for old stories. Most recently the trend towards 3D movies has opened up a new ally for Disney to bring back several of its older movies, such as The Lion King. By rereleasing their movies in 3D now, Disney has managed to capture a whole new generation of viewers and reignite its popularity with older viewers. This use of transmedia storytelling is an excellent example of how companies can use it to maximize the potential reach of their stories and the revenue they receive.

Work Cited

Flew, T. (2008). New media: an introduction (3^rd ed). (p.22-24). South Melbourne: Oxford University Press.

Jenkins, H. (2007, March 22). Transmedia storytelling 101. [Web log comment]. Retrieved from http://www.henryjenkins.org/2007/03/transmedia_storytelling_101.html

Mack, A. M. (2010). JWT: 100 things to watch in 2011 [PowerPoint slides]. Retrieved from http://www.slideshare.net/jwtintelligence/2f-100-things-to-watch-in-2011-6306251

Vitter, L. (2011, March 16). Transmedia storytelling. [Web log comment]. Retrieved from http://www.nmincite.com/?p=4002