Part I: Defining Transmedia Storytelling as it related to Branded Entertainment – Its history, its value proposition, how Jeff came to embrace it, and the latest industry news as its potential begins to be realized in the ad and entertainment industries.

Part II: Entertainment Franchises & Branded Entertainment – The role of the grand narrative in branding, criteria for a successful transmedia franchise, the elements of storyworld incubation and criteria for an evergreen brand franchise.

Part III: Creating Positive Links Between the Brand and the Branded Entertainment Program – Brand archetypes and inspirational drivers, intellectual property bibles and mythologies, building platform-neutral story-worlds that are extensible over multiple touch-points and establishing authorship and pitch materials. What not to do; examples of failed properties.

Part IV: Producing Branded and Franchise Content for Multiple Platforms – Building partnerships, fans and coalitions, the role of the driving platform, defining and incentivizing canon, constructing bridges between marketing, digital and creative and remaining the visionary (consumer products & licensing).

Part IV: Respect the Audience and Create Stories Worth Telling – Gomez takes an intimate hands-on approach to the workshop, offering participants practical solutions to real-world issues and problems.

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Dopo il tutto esaurito registrato venerdì 30 settembre a Roma con l’evento TEDxTransmedia organizzato al MAXXI, l’Italia tornerà a essere patria delle “nuove narrazioni” il prossimo 7 ottobre, a Milano, con il Transmedia Storytelling Workshop che vedrà ospite Jeff Gomez, CEO di Starlight Runner Entertainment USA creatore delle campagne di narrazione e promozione per: Pirati dei Caraibi, Tron, Avatar, Transformers, Coca cola, Dexter, Ninja Turtles, Prince of  Persia, Halo.

La location sarà Palazzo Lombardia. L’evento sarà organizzato da CartoonLombardia col patrocinio della Provincia di Milano e con la Regione Lombardia. Fare transmedia significa ideare forme di racconto distribuite su più media simultaneamente e capaci di mutare in base al linguaggio e al pubblico di ciascuno di essi. Una tecnica ormai imprescindibile nell’intrattenimento, alla quale fino ad oggi non erano stati legati importanti appuntamenti in Italia e nel Mediterraneo.

Speaker italiano e moderatore dell’evento sarà Max Giovagnoli, scrittore e voce italiana del transmedia nel mondo, già speaker del TEDxTransmedia e appena pubblicato in USA con il suo nuovo saggio “Transmedia Storytelling”, secondo il quale il workshop “sarà decisivo per lanciare nuove sfide e aprire nuove prospettive ai creativi italiani dell’audiovisivo e dell’animazione. Mercati nei quali la nostra identità può e deve essere molto più incisiva nel “segno” e nelle strategie narrative, oltre che in quelle promozionali”.

Temi del workshop saranno: la comunicazione e la narrazione multipiattaforma per grandi brand mondiali dell’intrattenimento.  L’analisi degli archetipi narrativi e la costruzione di “bibbie” drammaturgiche e piani di comunicazione transmediali. La creazione di piattaforme e storyworld per il multiplatform. La creazione di partnership efficaci, di community e di alleanze produttive. La costruzione di ponti immaginativi tra marketing, area digitale e creativa.

Info: www.cartoonlombardia.it

The bestknown Acafan in the world, Prof. Henry Jenkins, commented some days ago the born of the “transmedia producer” credit in his blog. Here his words about the great role played by the first transmedia producer, Jeff Gomez and Starlight Runner Entertainment in this difficult match.

“From the beginning, transmedia has been a site of experimentation, innovation, and exploration at the heart of the mainstream media. Many of us have seen the signs of transmedia practices emerging from some time — mostly taking shape around forms of marketing because that’s how such projects could get funded, mostly reflecting the logic of a more integrated media industry with strong economic imperatives for creating entertainment experiences across platforms. [...] From my perspective, there is a use within the academic world for clearer, more precise definitions, but there is also a value more generally for a more slippery conception, at least while we are still undergoing such rapid evolution. My hope is that the definition and borders of the concept will be debate everytime two or more transmedia advocates have gathered.”

Here in Italy, the definition of “cross-media” is still more used than “trans-media”, as it is in many european countries, but soon, as Prof. Jenkins says too, I believe academic world and industry will match better also in the use of the phrases, to contribute better to the lifelong experience of merging media all around the world. And it doesn’t matter if some of us… like me, first of all, will have to update the “titles” of their books. Its the hard part of the job of any pioneer, isn’t it? But I’ll write more about it in my next short essay published on “Script”, the most important magazine for screenwriters in Italy, which will be published in june. [Max Giovagnoli]

Jeff Gomez (left) and Max Giovagnoli (right) at Cartoons onthe bay, 2010

 

How to create a transmedia bible,  how to  empower the bridging of contents between one media and the others, how to integrate our imaginery with the connective intelligence of the audience… lots and lots of suggestions to focus on next days!

The day before (friday, 17) Christy Dena, member of the international jury of “Cartoons on the bay”  hold a masterclass on cross-media storytelling subjects focusing on the story and the most important techniques for cross-media storytelling that were really useful and precious for the audience.

Christy Dena, Director Universe Creation 101

Soon on this website, I’ll publish and link the video of the two encounters that we realized for “Cartoons on the bay Festival” [Max Giovagnoli].

Mr Jeff Gomez, President and Ceo of “Starlight Runner Entertainment” (New York) is the first trans-media producer in the world. He worked in many “titanic” communications campaing for cinema and videogames (some of them:  Pirates of the Caribbean, Halo, Thron, Avatar…). In this  video his speech for Cross-media.it, with Max Giovagnoli.

Molti gli spunti dati da Jeff Gomez con il suo intervento in video a cross-media # 4, l’evento svoltosi il 1° dicembre a Roma. Nasce nelle major la figura del Cross-media Producer. L’Europa per il suo DNA votato al racconto indipendente guadagnerà presto il primato nel racconto trans-mediale. Le major hanno bisogno di esponenziare le loro storie con universi immaginativi che funzionino come “sinfonie trans-mediali”. Guardate qui il video.