Post 4 - transmedia Culture

Its not rare to see someone walking around in a white gown and two massive buns on Halloween  or even on a random day as a mater of fact. The massive buns princess Leia costumes are a representative of how Star wars has taken advantage of transmedia storytelling; that is storytelling over multiple media outlets and platforms. For Star wars these platforms included action figures, costumes, and even household items such as bed sheets. This spread of the Star Wars movie allows the creators to gain massive amount of followers and in turn make more money than if they were to only release a movie. The larger the amount of people who gain interest in your product the larger the income opportunity is. Understanding the relationship and difference between Multimedia and Transmedia helps marketers expand the franchise. Transmedia is presenting a story or products through different media platforms, like: television, social media, books, movies, and comics, etc. A story that is presented through these different platforms is an example of Transmedia Storytelling. 

 “A Transmedia story unfolds across multiple media platforms, with each new text making a distinct and valuable contribution to the whole” (Jenkins 98) Jenkins explains that the story is able to reach different audiences that use different platforms. The story or product may also reach the same audience but displayed differently in a different Medium. Harry Potter is excellent example of this Phenomenon. The Story of “Harry Potter” lives through different platforms, but all represent the same content. There are Books, Movies, Games, An amusement park, online communities, etc. This allows the story of Harry Potter to live and be shared through these different platforms. Which also allows Harry Potter to remain relevant and ultimately apart of our culture. The goal of any Trans Media marketing campaign is to remain as popular and relevant as possible.

In the case of Star Wars, the show has raked in 37 billion dollars in the last 40 years- not because of their epic move but because of the expansion of their brand outside of the theater.  The plastic light sabers and action figures contributed to the success of the movie. In 1977, no one believe that toys would make a difference in how huge the brand would become but the toys became so popular, that in order to keep up with the demand Star Wars creator, George Lucas, had to send kids promissory notes for the toys that ran out. 

                                    Plastic Galaxy toy collection 

Today Transmedia story telling is every where: for kids and adults.  More recently, the craze over Disney princess Frozen has become a success on and off screen through transmedia storytelling. In addition to joining the rest of Disney characters on ice for a spectacular show, Elsa and Anna has a large collection off princess toys that has little girls all over the world excited. Disney has also mixed with ABC's  adult show happily ever after to even engage adults into the fun. Youtube has found its way into to the story telling with little kids making tutorial videos on how to dress and look like the frozen princesses. 

8 year old girl does a tutorial on how to do make-up and hair like Frozen's Elsa  

                                    Even Adults want to look like Elsa 

 Using Multimedia and Transmedia successfully will allow a story or product to be a marketing success. The benefit of using Multimedia is that you are projecting your product to possible consumers through a specific advertise form. By incorporating Transmedia Storytelling your product is reaching different audience through different media platforms. Many of these platforms are: Facebook, twitter, YouTube, movies, books, television, comic books, costumes, toys etc. Spreading a story through these different platform gives fans/viewers a place to interact and share there likes and dislikes about show. This leads to creating a community of fans around the Transmedia story. Fans of popular television shows can interact on Facebook, Twitter, Blogs, Websites, etc. Jenkins argues, “viewers get even more out of the experience if they compare notes and share resources than if they try to go it alone” (97). 

This form of fan participation is key to keeping a shows relevant and their fans loyal.  Many shows are judged on the turnout of viewers they create during the release of their new episodes.It’s all about the amount of viewers you can attract and maintain loyal.Understanding Transmedia Storytelling and Multimedia is essential for anyone who is trying to get their product viewed and purchased.  Different marketing campaigns have different goals and therefore target different audiences. An up and coming filmmaker, author, storyteller has to consider how their stories content and grow and be expanded through the different media platforms. Marketing campaigns need to understand the advantages and disadvantages of using the Multimedia and Transmedia.

Citation:

How Exactly Star Wars Made 37 Billion, Geeks Guide to the Galaxy, 2014 Web, http://www.wired.com/2014/11/geeks-guide-star-wars-empire/

Pavlik, John V., and Shawn McIntosh. Converging Media: A New Introduction to Mass Communication. 2nd ed. New York: Oxford UP, 2011. Print.

Jenkins, Henry. Convergence Culture: Where Old and New Media Collide. New York: New York and London. 2006.