Transmedia Storytelling explores the theories and describes the use of the imagery and techniques shared by producers, authors and audiences of the entertainment, information and brand communication industries as they create and develop their stories in this new, interactive ecosystem.
From Star Wars to The Dark Knight, from Lost to Heroes and Dexter, from Assassin’s Creed to Lord of the Rings and Avatar, using more than 50 examples of successful projects from all over the world, and with the contribution of some of the most important producers and international researchers, Max Giovagnoli shows how to create products, works, tales and ad campaigns for audiences, and looking at the new narrative universes and the international franchises of the “transmedia culture”, with their storytelling paradigms, their rules and their great opportunities.
The art of storytelling has always been subject to change. Through the process of digitalization and the accompanying media convergence, we’re now on the verge of a quantum leap. We are no longer viewers, listeners, readers, users, or players.Today, we are “experiencers”, whose roles and behaviors change based on how we use and approach media.
Transmedia storytelling is becoming the new ‘must have’ in marketing and entertainment. It's easy to be distracted by the promise of the tools and the romance of ‘building out a storyworld’ — and overlook the substance.
Good stories don’t just happen. An audience really connects with your story when the plot, characters and other elements fade together to create a unified narrative. This idea of unification was first discuss in Aristotle's Poetics.