So when you say transmedia, you mean... what again?
According to Henry Jenkins, the demigod of transmedia theory and author of Convergence Culture, the definition of transmedia storytelling is:
What does that mean? The theory of transmedia storytelling contends that the power to succeed as a storyteller is no longer contingent on the medium in which you choose to launch and grow your stories. Rather, it is your ability to orchestrate a coordinated effort across a variety of mediums, all with the shared goal of engaging fans and enriching their understanding and appreciation of your world.
Why is everyone so obsessed with "transmedia" these days? The popularity of "transmedia development" recently emerged as a necessary response to the changes in modern society and how people access and consume entertainment. Look around you. No longer are we dependent on our film theaters, neighborhood bookstores, or even our living room television sets. An endless stream of entertainment flows all around us, provided by a vast array of innovative technologies and new media that have become a seamless part of everyday life:
Film. Television. Books. Comic books. Graphic novels. Manga. New Media.
As the 21st century consumer evolves, so must our industry. We must change the way we develop and sell our stories. We must deliver content wherever audiences prefer to consume entertainment. We must avoid outdated marketing tactics targeting broad, four-quadrant audiences that no longer exist... and customize messages that resonate with target audiences, age groups, and demographics.
And most of all, we must stop depending on the theatrical release dates and TV programming slots of Hollywood to make or break our brands. No one can deny the fact that Hollywood has been increasingly turning to other mediums for the source material behind their most successful franchises. And while Hollywood looks outside its own borders for inspiration, the quest to find original ideas a good home within Hollywood grows more difficult by the day.
So in order to succeed in the 21st century marketplace, we must abandon the old ways and evolve. The fact is that a comic book sold for $3.95 today can become a billion-dollar film franchise tomorrow. A smart online campaign, viral video, or augmented reality stunt can attract more attention than 1,000 full-page ads... at a fraction of the cost. And Harry Knowles can crush your franchise faster than Roger Ebert. These are the new rules of the game, and if you want to win... you need help from people who understand the rules well enough the break them.
That’s where we come in.
Need more proof?
Case study: Immortals