Enhancing Transmedia Storytelling


By Phil Snyder, MFA and Karen Snyder, MFA, University of Houston In 2017 WHAT TO EXPECT


We will see continued expansion of transmedia merchandising technologies with variable-data printing personalizing applications.


For the Next Few Years We will see explosive growth of more localized 3D printing of toys, games, clothing, and other transmedia licensed merchandise.


The Magazine 30


WINTER 2017


Transmedia storytelling represents a process whereby integral elements of a story are dispersed systematically across multiple delivery channels/ platforms for the purpose of creating a unified and coordinated entertainment/communication expe- rience. Ideally, each medium makes its own unique contribution to the unfolding of the story, and there is heavy audience interplay within the story itself. Ultimately, however, the technologies used in the delivery of stories are what have allowed trans- media to become the storytelling juggernaut it is. Thus, it is primarily the emergence of mobile-based content delivery technologies that has driven this revolution in storytelling.


The Star Wars Archetype Among the most influential of transmedia offerings, and an archetypal example of the phenomenon, is the Star Wars franchise. Originally distributed as a feature film in 1977 viewable only in public the- atres, fans can now watch more of the story in the TV shows, read more of the story in the books, play through additional stories in video games, and add their own thoughts to the story world through fan- based contributions. This audience-centered story- telling approach is what makes


For Five Years and Beyond In-home 3D printing of merchandise will be standard practice.


transmedia especially attractive and effective in how it empowers the consumer to give feedback to the producer—often themselves becoming produc- ers of unlicensed spinoff content, creating tributes, spoofs, fan conventions with cosplay, and new sto- ries based on the original.


Printing technologies play an increasingly important role in the story deliv- ery as well, since everything from traditionally bound books,


TECHNOLGY


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