10th Annual International Film Students Meeting

Encuentro Internacional Estudiantes de Cine

59th San Sebastian Film Festival 2011
Tabakalera International Contemporary Culture Centre
Twitter @eiecine #eiecine11 with @TransmediaReady
10th annual International Film Students Meeting
Encuentro Internacional Estudiantes de Cine
San Sebastian Film Festival 2011
Find us on Twitter @eiecine #eiecine11

a Masterclass transformed into a brainstorm + workshop in 3 phases

1. Transmedia introduction + Q&A

2. The 7 Transmedia Families (#7TF tool)

why-how-what

2-3pm Lunch break - Groups set up

3. 3-5pm Think & Do Tank

'San Sebastian European Capital of Culture 2016'

4. Annexes
www.slideshare.net/KHwork
@TransmediaReady
 transmedia storytelling is not linear
or social media (only) ...

Video from Starlight Runner Entertainment

7th ART form...

Ars, artis (latin)

A technical knowledge, ability to create

a form, a human activity that is
arranging several forms together
addressing the human senses, emotion
and intellect.

This concept of 'Artis' varies upon

geographic and historical elements

For ethnologist Marcel MAUSS the

object of ART is defined according to the
its recognition by a group.

Practises, creation, content, can be

classified differently according to the
creators, the cultures and institutions.
Salvatore DALI "Le Bâ teau" The Boat 1934-1935
Beyond the 4th Wall and the 3 Units
 2500 years of theater...

 The 4th wall through which we see the action in the world of the play
(
Denis Diderot 18th century Theatrical Realism)

 Extension of the idea to the imaginary boundary between any fictional work
and its audience

 17th century classical theater UNITS make the story and action more credible:
 TIME UNIT (24 hours rule for classicla plays)
 LOCATION UNIT
 ACTION UNIT (main action/secondary intrigues)

 What is a performative element in the 21th century?

 Break again... (transcend the story, beyond the story, hacking the story)

@TransmediaReady
 -> New territories of
exploration//creation
-> New
-> is
-> not
-> New
Georges Méliès early narrative film
A Trip to the Moon 1902

@TransmediaReady
From Multi to Trans
where do you Cross(media)?
@TransmediaReady
If transmedia is the art of telling stories across multiple
platforms
... on any kind of medium//media
... any kind of 'MEDIA-FORM'?
... more channels of communication

cf. 'The Medium is the Message'

Marshall McLuhan 1911-1980 Communication theorist

@TransmediaReady
   
  Techno // Media Convergence
 Disciplines Convergence // Culture
 Connected human being(s)
 Audience transformation
-> New  Human convergence
 Social Media // Marketing
-> is  Participatory culture
-> not  Traditions -> forms and content
 Linear versus interactive
-> New  Need for story-feeling (story-filling)
 Back to the roots = seeds
 Pluridisciplinarity // Expertises
 Audience and professionals needs
@TransmediaReady
 PLAY-GROUND TAGS
#transmedia ready (adjective)
Clue#1: Concept
Clue#2: Transient Groups
Clue#3: Maieutics  
Rhizomic
Pluridisciplinarity
Global world & cooperation
#Futuremedia #21century
@KHenthuZiasm
 BACK-GROUND TAGS

'Cinema-film-making-production'
Film-PR-press-programming-festivals
Film-Tvsales&marketing-pitching-networks
Politics-crossmedia-elearning-institutions
Individual digital revolution
Arts-Culture-Society (curator:D)

@KHenthuZiasm
10ème semaine de la langue française et de la
francophonie

2005 // French Ministry of Communication and Culture

transmedianext.com
a - void of understanding
18 Décembre 2010 – Transmedia Storm
Mai 2011 TransmediaCamp Marseille
@KHenthuZiasm
POLL: Are you more Transmedia STORYTELLING or Transmedia EXPERIENCE?
Media audiences, more social, more networking, more game, more portals...
Robert Pratten @zenfilms
www.transmediastoryteller.com
@StephenDinehart @narrware
@GaryPHayes
 NO definite definition

Jeff Gomez

'The art of conveying messages themes or storylines to mass audiences

    
through the artful and well planned use of multiple media platforms'

Multi-Dimensional Storytelling

...Breakthrough strategy for studios, television networks, ad agencies, video game

publishers are using to attract bigger—and more loyal—audiences. Savvy companies
and producers, including the creators of Lost, Heroes, and Halo, are incubating
concepts that captivate and interact with audiences across media. They do this by
providing intriguing new details and introducing new characters in each medium, so
that by following a single narrative from TV to web to game consoles to theatrical
films, viewers enjoy a richer experience. 2009
 Henry Jenkins
 
A transmedia story unfolds across multiple media platforms with each new text
making a distinctive and valuable contribution to the whole.

...In the ideal form of transmedia storytelling, each medium does what it does best...
   ... storytelling across multiple forms of media with each element making distinctive
contributions to a fan's understanding of the story world.

Alison Norrington 

Transmedia storytelling is the successful organic flow of narrative over a host of

platforms, each one excelling at what it does best

... the complex approach to telling a story over multiple platforms (both on and
offline)... There are a host of elements to consider that reach far beyond traditional,
linear storytelling.

@TransmediaReady
 The new paradigme everyone is talking about...

TWITTER
@simon_staffans Unfortunately: "in no case does copyright extend to an idea,
procedure, process, system, method, concept, principle or discovery" #mpbs2011
 The shifting media landscape

'It is a generally accepted principle that collaboration and cooperation are

critical elements when taking a transmedia approach to content creation
and IP development.

No project, from net-native independent drama to four-quadrant

blockbuster, can reach its full potential if ego, close-mindedness, and
miscommunication are allowed to undermine the creative and distribution
processes.'

@SimonPulman
Transcending media
Storyline is the key for nonlinear narrative

Watchmen comic book – graphic novel

The game 'The End is Nigh' serves as a
prequel to the movie 'Watchmen'
The Characters in the movie reflect on events
that you get to play in this video game
Story wise the movie and game are
enhancing or complementing each other
-> The whole should be bigger than the sum
of its parts

Thanks to Dominic de Haas @Dominic1978

 ua l
d i v id
h in nt is
Eac egme to the It's n
s ed
r el at l e IP
o You're ada ot just
p
wh dead ! fran tation,
chis
licen e or
prod se
ucts
...

ot
No, I'm n
a d , b eca use
de
media
I'm trans
ready !

C
+UG

@TransmediaReady
 CONTEXT

CONCEPT

CONTENT 1

CONTENT 2
CONTENT 3
Etc.
CREATIVITY
 L
AL RMS
T FO
A
PL AL.L
MEDIA TRA
STO NSMED
RYT I
E LL A
ING
AD-H
BIZ OC
MODE
COMMU L
NITY
BUILDI
NG
MANAG AND
EMENT

say all
did you
RM
MEDIAFO
?
+G
+GAMIFICAT
ATIIO
ON

@TransmediaReady
 Get more of the plot

'I believe that storytelling has the power to create positive change in the world.
Audiences today want to be more involved in stories'
Tim Kring 2010 Digital Emmy Pioneer Award winner for transmedia storytelling
Clic here to add a title ;-)

www.pottermore.com
@TransmediaReady
Everyone is a storyteller... ;-)

@TransmediaReady
No end at all ;-)

@TransmediaReady
   

#NetworkOfNetworks
#Transient Groups
Conspiracy for Good
(create a genre)
'Our goal with the Conspiracy For Good is to entice, engage, and inspire
the audience to drive real-world change through their participation in a
narrative' 2010 EIN Presswiresource NOKIA – Tim Kring
Christmas Food Court Flash Mob, Hallelujah Chorus
28 724 828 views January 1st 2011 (posted Nov.10th)
31 155 891 views February 14th 2011
34 517 949views 21 Septembre 2011
 
Numbers // Value?
 Social Media Marketing

FANS
EVENTS
CONTESTS

GAMES
ADS
SHARE
TAG
COLLABORATE

@TransmediaReady
 Marketplace
Licenses
Foreign rights (international sales)
Ancillary right exploitation
VOD / POD
Publishing (ebooks-books-DVD...)
Games / ARG
Wireless - Mobile
Connected TV – Interactive TV – Social TV
Theater / Events / Live Shows
Objects (consumer products)
UGC / Micropayments
Branded entertainment
 1 Content turn into a transmedia project
Tent Pole / Franchise
1 Project with several companies
Tent Pole / Franchise
Tent Pole / Franchise
Tent Pole / Franchise
1 Project in a transmedia studio
Tent Pole / Franchise

Several narrators in co-creation Transmedia Producer

"Universe Steward"
= Story Architect(s) / Narrative Design "Conductor"
+ Cowriter(s)
+ Audience participation – UGC + Community Manager(s)
+ Game designer(s) Curator/Promoter/PR
Marketer(s)

Inspiration @LanceWeiler @ChristyDena @JeffGomez @RobertPratten @TransmediaReady

Versatility & Interdisciplinarity
no order & no definite forms
 FILM SCRIPT
 FILM PRE-PRODUCTION
 FILM MAKING
 FILM CREW
 FILM PRODUCTION MANAGEMENT
 FILM LINE PRODUCTION
 FILM EXECUTIVE PRODUCTION
 FILM DISTRIBUTION
 FILM MARKETPLACE
 FILM INDUSTRY LIFE SHELVES
 ...
 StoryWorld bible concept
 Experience Design
 Narrative Design
 Story Architecture
 Conductor
 Transmedia Producer
 Show Runner
 Curator//Promoter//PR
 Marketer//Brand agent
 Community Manager
 Users designer & experience
 Usages//behaviours
 ...
@TransmediaReady
 The Reverse Policy
©©LOL
Marketing Strategy
versus Production Creation
 Traditional Reverse Transactional
model model Analysis

Board game 'Jeu de l'oie' -> Inverse @TransmediaReady

CREATIVITY BOOSTERS

@TransmediaReady
Creativity Reverse Management Model
Assess/Implement/Comply

@TransmediaReady
1. SELF
2. COLLABORATION
Collaborative 1
Collaborative 2
3. STORY
1. STORY-telling, feeling,
building, designing...
2. COLLABORATION
Collaborative 1
Collaborative 2
3. SELF
http://spacecollective.org/gavinkeech/6811/entanglement-pm-hyperparameters
 PHASE 2

PIX BY KH
ARE YOU
READY?
ARE YOU
TRANSMEDIA READY?

YOU MAY
START FROM HERE
GET YOUR GEAR!

#7TF

@CynthiaJabar Design
@TransmediaReady
OPTION 1:
NO PROJECT
BUT YOU THINK IN A TANK

OPTION 2:
ONE PROJECT
ALONE
YOU THINK & DO

OPTION 3:
ONE PROJECT
A GROUP
YOU THINK & DO
@CynthiaJabar Design
@TransmediaReady
 1. Learning Process
2. Creative Process
3. Improving Process
-> Media 4. Development Process
5. Production Process
-> Multi 6. Pitching Process
-> Pluri 7. Your own Process
= DIY your experience
-> Cross Getting transmedia ready is

-> Trans an intuitive process. It is about

listening to the subtle learning and
creative process within yourself, and
then share it with a co-creative
team

@TransmediaReady
 Humble Postulates
 Multitasking // New professions
 Expertises // Know-Hows // Skills
 Collaborative // co-creation
 Licences // Authorship revisited
 Methodologies // Terminology
 Globalisation // Culture
 Open world // Societal behaviour
 Activity sectors // apply to associated sectors
 New business models // ad-hoc
 Gameplay (learn, enjoy, share...take it easy)
 Community building (behaviours//activities)
 Rhizomic Networks // Collective Intelligence
 Quality // Value
 Epic worlds

@KHenthuZiasm for @TransmediaReady

PIX BY KH
@TransmediaReady = @KHenthuZiasm @cynthiajabar @poburke @n_Aya
@TransmediaReady = @KHenthuZiasm @cynthiajabar @poburke @n_Aya
@TransmediaReady = @KHenthuZiasm @cynthiajabar @poburke @n_Aya
@TransmediaReady = @KHenthuZiasm @cynthiajabar @poburke @n_Aya
@TransmediaReady = @KHenthuZiasm @cynthiajabar @poburke @n_Aya
@TransmediaReady = @KHenthuZiasm @cynthiajabar @poburke @n_Aya
@TransmediaReady = @KHenthuZiasm @cynthiajabar @poburke @n_Aya
 A ticket to become transmedia ready
10th annual International Film Students Meeting - San Sebastian 2011 @eiecine #eiecine11

1. We/YOU have expertise in at least one domain

2. We/YOU love storytelling
3. We/YOU need new ways of writing stories
4. We/YOU learn from each other
5. We/YOU use online & IRL tools
6. We/YOU like to play
7. We/YOU need change
8. We/YOU want human values
9. We/YOU experiment
10. We/YOU start small
11. We/YOU grow fast
12. We/YOU use social media
13. We/YOU share more
14. We/YOU need new business models
15. Add what YOU think
16. Add what YOUR COMMUNITY wants
17. And so on...
 Story Hacking Party #7TF
BRAINSTORM
San Sebastian European inquiry
Capital of Culture 2016 research
investigation
inquiry

1 main location (space unit)

Design thinking
1 main character
Working creative team
Several languages
Choice of media/platforms
1 live event (from existing/time unit)
Business model (stand by)
1 social/cultural premise (action unit)

@TransmediaReady
 7 Transmedia Families #7TF
prototype // beta version 2011

 Former guidelines 19th century (see press-kit)

 Pick 1 card from each of the 7 families
 Check out 1 complete family
 Check out 7 identical parents = 7 mothers...
 Pick the cards you think you are already using
 Take out 3 cards that you dont use yet
 Add cards if you are transmedia ready

@TransmediaReady
PHASE 3 -> San Sebastián European Capital of Culture 2016 is getting transmedia ready

 NING: www.eiecine.ning.com
 TWITTER: @eiecine #eiecine11
 FLICKR TAG: eiecine
 FACEBOOK: EncuentroInternationaldeEstudiantesdeCine
 PHASE 3 - TOOLS

 Location and premices

http://es.wikipedia.org/wiki/San_Sebasti%C3%A1n
 Official multilingual web site:
http://www.sansebastian2016.eu/web/guest/capitalidad_europea
 Multimedia Gallerie:
http://www.sansebastian2016.eu/web/guest/comunicacion/galeria_multimedia
 The project // Why Sans Sebastian
http://www.sansebastian2016.eu/web/guest/ss_ciudad_candidata/porque_ss
http://www.sansebastian2016.eu/web/guest/proyecto-cultural/que-aportara
http://www.sansebastian2016.eu/web/guest/inicio
http://www.sansebastian2016.eu/web/guest/comunicacion/galeria_multimedia/microespacios
 Pictures Donostia 2016 http://www.flickr.com/search/?q=donostia+2016&f=hp
 Video surprise 2.30 http://youtu.be/fPuqZA-W5BI
 You Tube Channel http://www.youtube.com/user/sansebastian2016
 Video 8mn long http://youtu.be/Q7m1X3OJXoQ
Anything can happen now...

(get your friends)

Annexes

KH bio
SAN SEBASTIAN FILM FESTIVAL

Get ready...
Slides made for class & workshop + for students to take back home in their countries
Thank you to the 59th San Sebastian Film Festival
+Tabakalera-International Contemporary Culture Centre
Annexes
SAN SEBASTIAN FILM FESTIVAL 2011
'Your project has more value' 
By Karine Halpern 

Your project has more value. How is that for pitching film students at the San
Sebastian Festival? Filmmaking, and other audiovisual work, have moved from
traditional business models to more creative solutions for production and
distribution. By using transmedia methods and telling the story across multiple
platforms, we can extend the story beyond the film and reach new audiences.
Filmmakers using transmedia storytelling methods should get ready to pitch with that
added value. How can you reach a new audience? What other platforms can you use?
Is the story being affected by other media? How can you transform your project and
make it transmedia ready? Transmedia can combine on filmmaking and any other art
form or media, with or without technology. Transmedia goes beyond the film, the
story and the technology. You may find yourself including transmedia aspects right
there in your pitch, and not only at the early development stage.

Transmedia is about interweaving disciplines.

PIX BY KH
 7 Transmedia Families #7TF

 Guidelines & Genesis

 Network of Networks
 Transient Groups
 Marketing versus Promotion
 Feedback & EXperimentation
 Trans-Formative & New Biz Models
 Maieutics
 Learning From Each Other
 Story Hacking

@TransmediaReady
FRANK ROSE
The Art of Immersion: How the Digital
Generation Is Remaking Hollywood,
Madison Avenue, and the Way We Tell
Stories (2011)
HENRY JENKINS
Convergence Culture: Where Old and New
Media Collide (2008) – (Soon
"Spreadable Media")

@TransmediaReady
NUNO BERNARDO
The Producer's Guide to Transmedia:
How to Develop, Fund, Produce and
Distribute Compelling Stories Across
Multiple Platforms (2011)
JANE McGONIGAL
Reality Is Broken: Why Games Make Us
Better and How They Can Change the
World (2011)
MARSHA KINDER LANCE WEILER
1991 - 1993 2011
 Selection of Ressources in English

www.henryjenkins.org
http://www.henryjenkins.org/2009/02/if_it_doesnt_spread_its_dead_p.html
http://lanceweiler.com
http://buildingstoryworlds.tumblr.com/syllabus
http://workbookproject.com
www.ChristyDena.com - www.UniverseCreation101.com -
www.YouSuckAtTransmedia.com
http://sharedstoryworlds.com - http://metascott.com/transmedia-events
http://www.starlightrunner.com/transmedia + YouTube seminars 
http://storylabs.us www.personalizemedia.com/randomizers
www.transmediastoryteller.com
www.transmythology.com
www.transmediaresources.com
@StoryWorldConf www.storyworldconference.com #SWC11 @storycentral
@TEDxTransmedia www.tedxtransmedia.com/MAXXI #tedxtransmedia
How I Learned to Start a #Pandemic

@LanceWeiler #LanceWeiler
MIRAGESTeaser 2011
@patricjean
Annexes
@TransmediaReady
www.transmediaready.com
http://transmedia.owni.fr
www.khgoblog.com

Karine Halpern is a crossmedia maker and consultant in communications from France

and Belgium. She has been creating all media content and conducting independent
experimental work since the 90's. She worked for international cooperation
governmental agencies, has made creative content through public grants, and has
produced the 7 Transmedia Families, a card game to use for creative thinking and
transmedia development.
She began her career in the international film and TV markets and festivals, working
in production, sales and marketing. She has founded and managed nonprofit
associations dedicated to cultural content, film and multimedia. She holds a master’s
degree in Public and Political Communications and a certificate in Cultural Mediation.
Her @TransmediaReady mission is to advocate for a Network of Networks and a
creative learning process.

PIX BY KH
 GRATITUDE - GREAT-ATTITUDE
@CynthiaJabar www.TransmediaKids.com
@eiecine @sansebastianfes
@LanceWeiler @AnitaOndine @TransmediaNext
@Poburke
@transistoria @fernandocarrion @edortaArana @noelvictor_rc
@storycentral @StoryWorldConf
@Sioflynn
@scott_walker
@goonth
@StephenDinehart @narrware
@GaryPHayes
@robpratten @tStoryteller
@IngavonStaden
@MarsAttac
@HoppingFun
@Prospexity @MathGim
@KHenthuZiasm
@fabiennebidule @TransmediaReady
ADD YOUR NAME www.transmediaready.com