The Reboot of Transmedia Content

Transmedia is a reboot of saying multi-platform media or IP, but now tied to a hopefully valuable piece of IP real estate. It’s like adding interactive curb appeal to your content property. A little viral interest or insurance doesn’t hurt…

Transmedia content is also “bite-sized, buy-in for consumers” or “low-cost lure,” i.e., it creates additional interest beyond the basic trailer and press materials while telling a story.

Check out what Saban Brands is doing in this space with $500M – basically, significant backing on IP that has been exhausted, and needs a refresh in terms of 360 degree merchandising.

Labels had their lunch eaten by digital, same is happening (incrementally) with media studios. So, labels are doing 360 merch, which studios like Disney, Summit (Twilight Saga, anyone?), Warner Bros (“Why So Serious”) and Paramount realize adds significantly to their bottom line growth.

So much so, that transmedia content creation process is now a mini cottage industry at the studios – they bring in transmedia producers to create low-budget content that’s “standalone yet supportive.” Examples: Paramount’s Cloverfield “Slusho” teaser, Warner Bros’ The Dark Knight’s “Why So Serious” ARG campaign, and we did a ton of it with Lionsgte’s Saw films.

As studios are niching or segmenting content and distribution (e.g., ABC for sale, NBC sold; Hulu’ing new distribution), and looking for niche IP that can cross over, i.e., not fail on one platform, but be resurfaced to other platforms, keeping the IP alive and active (i.e., not locked into the frigid windows of marketing and distribution).

In the end, it’s a sexier term for traditional media folks  - especially the directors, producers and talent who have had little idea what to do with “new media” – to accept.

Unlike “digital” which typically equals traditional media cannibalization, transmedia offers “multiple entry points” that gets studios to see how they can diversify their marketing/distribution by adding outside story depth to their narrative content.

It’s flagged as a low revenue risk, as it’s billed to P&A or advance marketing.

On a consumer consumption level, the more trans-hors d’oeuvres you eat, the more likely you’ll feel the need to buy the entree.

Think of it as a media “time card” with consumers, the more minutes they view content that crosses over to your ticketed or licensable IP content, the more they spring for the end product purchase, e.g., the movie ticket, dvd, book, digital download, clothing, poster, etc merchandising.

Another case example: TheLXD.com – picked up by Paramount Digital, performed at TED and the Oscars, DVD series and a premiere on as-yet announced online distribution channel. The LXD individual dancers can now be tied into (or “spun-off”) into LXD specials, “Glee,” etc., driving new audience interest to the core IP.

Transmedia offers the ability to play outside of the container of your property. It’s creative flexibility … in the face of digital cannibalization.