Understanding Transmedia: PSFK Talks to Starlight Runner

A fake airline lets you book a flight online for $87. Meanwhile, a bunch of ad men are busy twittering away–from 1962 no less. It can get a little confusing, but one thing’s clear: the barriers between different media platforms are breaking down. We sat down with Jeff Gomez, President and CEO of Starlight Runner Entertainment, to find out exactly what is going on. They’ve worked on properties like Pirates of the Caribbean, Transformers, and Avatar, so they’re very familiar with the buzzword you’re going to be hearing a lot more of: transmedia.

So what is transmedia?

Transmedia is the conveyance of a story or theme across multiple media platforms (from movies to the Internet to your cell phone) in concert. It invites the audience to engage in a richer narrative and immerse themselves in other worlds. The most popular examples today are television shows like Lost and Heroes. Or take Battlestar Galactica: it developed webisodic serials that gave you a deeper appreciation of the characters. These shows present viewers with complex histories and futures, timeless themes, mythical elements, and most importantly, a degree of participation.

Why is transmedia so popular now?

The kids born in the 80’s and 90’s grew up with narrative jumps across different media, and they’re just now starting to control the advertising and media industries. Television and the Internet are everywhere, and they’ve changed they way we consume media, too. With more entertainment options available, people have self-selected into different niches, so brands and stories are increasingly driven by a hardcore fan base. In other words, what used to be considered cult is now popular culture. The narrative’s in an experimental phase right now, and media giants like James Cameron, Joss Whedon and J.J. Abrams are really the vanguards of the movement.

How will transmedia affect consumers in their daily lives?

Entertainment is going to be much more involved, and the rewards for getting involved in a franchise will be greater. Fans will use their collective intelligence to solve mysteries and contribute to the series. Eventually, popular entertainment will become guided user-generated content. That’s really the “holy grail”: to enable the most involved fans to participate and contribute to the canon. The older population may not get it at first, but entertainment standards are changing. Even CSI is going transmedia next year!

Aren’t franchises worried about information overload?

Transmedia provides extra insights for those interested in exploring fictional worlds, but casual viewers won’t have any problems following the plot. This is all about invitation, and consumers will have to decide whether they want to wade in or take the plunge. The real challenge is developing an interface that allows you to best appreciate the experience, whether it’s a movie, website, or characters’ blogs. Blu-Ray is the gateway to those delivery mechanisms, but it’s transitional. Sony and Xbox are already trying to deliver a Blu-Ray style experience digitally.

What about the people who want the classics left alone?

You’ve always got to be mindful of the fact that there are 30-year old dudes who love their Transformers. The most successful franchises are those which delve into the essence of the brand and recast it in a contemporary light. Star Wars’ Clone Wars, despite all the criticism you hear, is making a lot of money. The kids watching it today aren’t familiar with the prequels. They don’t even know that Anakin is Darth Vader.

What have you been working on lately?

Well, Coca-Cola’s ad agency, Wieden-Kennedy, recently developed a commercial called “The Happiness Factory,” in which the inside of a vending machine was actually another world. It was hugely popular and had the highest recognition levels ever. But ad agencies aren’t equipped to create sequels. So we wrote a Franchise Mythology detailing the characters, story, and chronology of the Happiness Factory itself. Then we developed content to expand the world and encourage audience involvement. The new content stands on its own: you don’t need to flash a picture of a Coke bottle every couple of seconds. The audience gets it.

Thanks Jeff!

Starlight Runner Entertainment