How to Start a Content Revolution. Design the Future….

Screen Shot 2013-09-02 at 9.27.51 AMFinally finally finally almost ready to post! stay tuned for a new EPIC TMC Resource Kit Case Study tomorrow  on The Mission Business’ transmedia serial production, Zed.TO & the rise & fall of the fictional bio-tech company, ByoLogyc.

“…imagine what the world would be like if Apple were a biotech company.” Or if “Proctor and Gamble was revealed to be in the same kind of scandal as Lehman Brothers.”

[last tweaks underway…]

You have to Love Lionsgate’s Commitment to the Dark Side: Catching Fire’s Misfired Marketing…

With November 22 now 2 months & 22 days away, you have to love Lionsgate’s commitment to marketing the vacuous superficial lifestyle of the Capitol Panem, which if you’ve read The Hunger Games Trilogy, you know is functionally a hyped up runway version of the Death Star.

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Cover Girl’s commercial above proclaims: ’12 districts . 12 looks. 1 collection’ – Hurray! no mention of brutality & deaths here!

Check out the Capitol Couture Tumblr page which has just launched its fall fashion issue, glamourizing the first of many could-be or soon-to-be-dead ‘stars’ of the games.

If you know Johanna’s story, you know that because of her choices (won’t say what), her loved ones are killed in retaliation.  And that she is tortured at a later point… won’t go into details.

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Yet meanwhile over on Capitol Couture we have this fashion mag blurb. The last line seems pointedly weird given that Collins’ makes the lack of agency and control the Tributes have over their bodies such a key theme of the series: ‘During make up, Mason doesn’t fidget as her artist adheres three-inch eyelashes to her lower…’

In The Hunger Games, Cinna warns Katniss not to resist & to do everything that her stylists want her to do. The implication is pretty clear that to resist is to risk extreme punishment or death, perhaps not one’s own death, but one’s loved ones potentially.

Check out the glamourized pic of Mags below & the accompanying text which also misreads the works, as Collins via Katniss is explicit in her presentation of Panem as a society that eschews aging, preferring extreme plastic surgery and thinness in a rejection of ‘aging with dignity and grace.’

That we have a ratings score on pout is a bit of an obscenity, to be blunt.

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I continue to be mystified by Lionsgate’s focus on the Capitol in promoting the film. In the lead up to the launch of The Hunger Games, Lionsgate & China Glaze teamed up with the Capitol Colours, with a line of 12 colours, one for each district and fantastic polish names like Foie Gras, Agro, Smoke and Ashes…

Capture nail polish

One blogger posted a breakdown of the colours in the spirit of Capitol Couture here with enticing yet paradoxical descriptions such as:

‘Smoke & Ashes (District 12- Mining): Even though I’m not typically drawn to black nail polishes, I had to have this one (the fact that it is district 12’s color and I may or may not be in love with 2 of district 12’s leading men may have something to do with this).  The finely milled glitter flecks found in Smoke & Ashes are a mixture of blue, green, silver and purple, making this polish resemble the night sky – OBSESSED!’

Yes, indeed, paradoxical as the smoke and ashes are  increasingly unpleasant  as the series continues. The decision to market cosmetics to promote the film was fabulously expressed by Tim Palen, Lionsgate’s chief marketing officer, who said:

“Having a nail polish for the rabid young girl fan base to relate to our movie on a personal level feels smart.”

Monica Corcoran Harel quoted Palen in a biting article in NY Times in March 2012, ‘Forget the Plot. What Nail Polish Is She Wearing?‘ and her criticism is just as valid in the push to the second film as it was in the first:

“…[because] the film’s characters are too busy murdering each other to get manicures, the nail polishes are sold as products worn by the extras…”

Fans over at The Hunger But Mostly Death Games, thankfully, parodied the marketing campaign, launching their own line of nail polish, with colours replicating the pus oozing tracker jacker stings that kill Glimmer and numerous other brutal details of Collins’ series.

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So here we go again, now with major ads out in Vogue & other magazines, this time with Cover Girl partnering. Now you have to admire an ad that so blatantly promotes the Capitol in Cover Girl’s enthusiastic endorsement of Panem: ‘Coming to the Capitol this Fall’!

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So in the fictional world of The Hunger Games, Cover Girl is then the make-up of choice of the stylists who handle the body modifications & glamourizing of those 24 Tributes, 23 of whom will die? Surely, someone in house has read the book or has a son or daughter who has read the series!

“Capitol Fashionistas have a very big reason to look forward to autumn. Just announced, a premiere line of beauty products brought to you by the perennial COVERGIRL — The Capitol Collection — will soon arrive to glam the glamorous. This Collection promises to inspire a new era of expressive beauty through make-up.  Keep tabs on Capitol Couture for exclusive reveals and get ready to discover a new ‘you’ this fall.”

What oh what will this marketing campaign do next? It’s very deja vu to revisit my case study on the campaign for the first film, here, and see exactly the same problematic choices being replayed. Given how dark this series is, you really don’t want to be on the Dark Side. And the Dark Side doesn’t fare well in the end either.

The comments on Cover Girl’s commercial are predominantly critical:

‘any one feel a little bit scared out now’

‘To agree with them others: When this came on TV… I nearly shat nightlock’

‘Btw I’ve got nothing against people who like/use lots of makeup – but to do a promotion around this?!? *shakes head*’

Even the raves show tinges of guilt at buying in to the commercial sell:

‘Does it make me a crazy district 1 person if I am like.. super excited to waste my money and buy all of it? Because.. I am.’

So…. yet again, I’m hanging in to see how long it’s going to take for Lionsgate to shift the focus from the unequivocally evil Panem to the counter forces that Katniss represents. Seriously. What is Lionsgate going to do for The Mockingjay??? Promote a make-up line for civil war? for terrorism? Seriously.

World War Z’s Creepy In-Game Transmedia Campaign

Having thoroughly enjoyed Max Brook’s Zombie thriller novel, I’ve been wondering where the pre-launch transmedia campaign for World War Z is and last night I finally had some spare time to track it down.

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Cleverly named to stay in-game by hyping a growing crisis rather than the film’s end-of-days all-out War, the Crisis Zero website has a warning video, an alarming set of survival tips, links to a Twitter account posting intermittent updates since May 13, and a Facebook Alert Recruitment Tool to spread the ‘viral’ campaign.

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And if you follow the links in the Tweets you’ll find the CrisisZero2013 videos on YouTube. Judging by the number of views, which are comparatively small, the audience for these teaser videos hasn’t metastasized to its full viral potential (& yes, all the metaphorical uses of ‘viral’ seem totally appropriate here!).

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These teaser videos play deliciously with the premise of an unidentified growing, global infection by giving us snippet videos that hint at attacks or increased airport securitization & travel disruptions. This one below is a genius riff on the popularity of dashboard video cameras in Russia.Screen Shot 2013-06-16 at 9.05.38 AM

Props to the transmedia designers for creating multi-lingual videos both from the ‘Official’ CrisisZero headquarters broadcasting to an affected/infected global audience and for the videos shared by alarmed citizens from around the world (India, Germany, Spain, Denmark, New Zealand). That a number are without subtitles for the English-speaking audience or have subtitles in other languages (French, Spanish) adds to the veracity of what are often the last messages these individuals will send.

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Meanwhile, the Facebook updates are tracking the growing scale of the airport shutdowns so with 4 days to go, I’ll be watching to see how the tipping point into global chaos of a zombie apocalypse is staged in this clever campaign.

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Fantastic day with Jon Reiss! Think Outside the Box Office Masterclass – Transmedia 101

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We had a fantastic day with Jon Reiss who shared his expertise & experiences with a great group of filmmakers from Toronto & beyond, including Jill Golick, Tiska Weiderman, & Indira Guha. The note-taking was pretty intense, as was pic-snapping of slides, & I have a feeling quite a few people will be buying his books today. Jon, we are all now waiting for your new book, the in-depth breakdown of the role & responsibilities of the PMD –  Producer of Marketing & Distribution. Thanks all who came out for a great day!

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And after a delicious dinner at Mercatto with TM101’s Anthea Foyer, Zan Chandler, Luci Lalumiere, Julie Giles, out came the hat! Will this be our signature sign-off for Transmedia 101 events?

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Carrie, Jon & Siobhan after a very fine dinner

The Dark Knight Rises, The Aurora Shootings, and the Usurpation of Immersion

[no spoilers]

Last night I finally had a chance to see The Dark Knight Rises & I left the theater thinking 1: it’s a very good film and 2: how very very sad I was.

The theatre was packed and I would bet that many of us had moments when the Aurora shootings flickered through our thoughts. I didn’t think about it in the first action/fight sequence when the Aurora shooter opened fire on the audience. I started thinking about it later, as the tone of the film became darker and Gotham City became a dystopian vision of the Occupy movement taken to a radical extreme of violent and absolute class revolution. As the final act played out, I was mulling on the long list of action movies that depict the brutalization of the hero by the villain via intense torture or beating scenes played out on the body of the actor – Bruce Willis, Mel Gibson, & yes, Christian Bale. I shelved the question of why? what cultural value does that scene have? until later as I know others have written about it. (Read the Iliad and you see a very different treatment of the hero). And in the final action sequence with the return of The Batman, I found myself thinking about action movies, violence and immersion.

I’ve spent the last 11 years thinking about immersion, how to tell stories in new ways, through new platforms and modes of engagement. How to design to prompt audiences to act, to interact with and now sometimes to contribute to the story and/or storyworld. I want to bypass the points of discussion being raised in the US on the impact of violent games and films, the culture of violence, around the value and sanity of current gun laws. 1. I am not American, 2. I am not an expert on gun laws, 3. I have no idea what the shooter (whom I will not name) was actually thinking or whether he played violent 1st person shooter games or whether he had ever watched The Dark Knight: Why So Serious? Many of the excellent responses since posted have jumped to the broad social points of inquiry: what are the causes of gun violence? do porous gun laws contribute to gun violence in society? (Michael Moore) does a violent media culture foster violence? what questions should we be asking about fictional representations of violence? (Henry Jenkins) should Americans be reevaluating how the 2nd Amendment is interpreted? (Jason Alexander) Why is it that it is easier to buy assault weapons & ammunition than prescription Sudafed? (Jon Stewart). Similar points of discussion are playing out in Toronto with the last week’s repeated instances of gun violence and deaths.

What strikes me still this morning is that while the broad societal questions and discussion are valuable if IF any significant knowledge or action can be drawn and acted upon, the actions of the Aurora shooter were very specific and in some ways very clear. We cannot know exactly what he was thinking over the months leading up to this massacre, but I would bet on the following.

We do know by the way the shootings unfolded that he designed and acted on a plan to insert himself into the psychic space of the film, the movie and the movie theater. That he created an immersive experience for himself and the audience that placed him as the central dominant figure, casting himself as the psychopathic villain within a fictional space that became real. That he must have planned thinking that with the first action sequence he would reenter the theater & begin his disruption of that shared immersive experience. That he did so to be remembered, to join a list of gun massacre perpetrators and sadly, he will now forever FOREVER be linked to The Dark Knight Rises and hundreds of years from now, if someone looks up this film, he will still be there.

That invasion of reality by one man’s fantasy projection of himself is deeply, profoundly disturbing as I cannot shake the sense that what he did was design an immersive experience with precisely the same logic that I often use myself. How to blur the line between reality and fiction, how to draw an audience in, how to create emotional and action triggers, calls to action, that invite, seduce, and immerse. The reports that many of the survivors initially thought that the gas & the gunfire sounds were part of a promotional stunt reinforces this conclusion. This is where discussions of fictional violence fall short to me because the shooter brought the fiction to life, created a new immersive experience of gun violence and death that functions to me like an Escher-like loop between the onscreen narrative and what was playing out in the theater. As I write this, here’s a tweet popping up ‘How to Write Powerful Content that Powerfully Connects.’ This is exactly what the shooter did.

What I am left thinking about this morning is how my relationship to the immersiveness of action films and depictions of violence has now changed. There were moments of absolute silence in The Dark Knight Rises in which I was powerfully aware of that shared physical and psychic space of 200 hundred living breathing people riveted, drawn into the narrative being played out on screen. And simultaneously, again, I was very sad that in the genre of epic action films, the hero needs an epic, psychopathic villain to overcome in order for the genre contract to play through to a ‘satisfying‘ conclusion. That psychic space is what the shooter usurped, that is the role he seems to have claimed for himself, and what he was thinking in those moments we will likely never know. I don’t have a ‘conclusion’ for this post. What I do have is a lingering sense of how profoundly disturbed this individual was and questions that can’t be easily answered that will remain with me as I move on into my work day, thinking about designing for immersion and interactive storytelling and the relation of audiences to fictional content.

Refs:

Jason Alexander, http://www.twitlonger.com/show/if2nht

Henry Jenkins, A Pedagogical Response to the Aurora Shootings: 10 Critical Questions about Fictional Representations of Violence, July 22 2012

http://henryjenkins.org/2012/07/a_pedagogical_response_to_the.html

Michael Moore, It’s not the guns, but we all know it’s really not the guns.

http://www.michaelmoore.com/words/mike-friends-blog/its-guns-we-all-know-its-not-really-guns