This document discusses disruptive innovations in digital distribution and transmedia storytelling. It provides examples of projects that engage fans in financing, creating and promoting new content in order to drive a global audience. These fan-dependent models treat content as a gift to be shared and remixed by fans, rather than seeking solely viral distribution. Brands are also experimenting with these approaches to test new products and ideas through audience participation.

1. Where are we now & where are we going?
DISRUPTIVE INNOVATIONS IN
A DIGITAL WORLD
TRANSMEDIA CASE STUDY
Siobhan O’Flynn, PhD
CFC Media Lab, MaRS
Transmedia Consultant, NarrativeNow
21 July 2010 Cross Media TO

3. What’s changing?
CONTENT DEVELOPMENT
& DISTRIBUTION

4. ‘Welcome to the New World of Distribution’
Peter Broderick, 2008
http://www.peterbroderick.com/writing/writing/welcometothenewworld.html

5. ‘VOD & the Film Business’
Thomas Mai, 2009
‘FANDEPENDENT’
Festival Darlings
Film Distribution Strategies 2.0
http://thomasmai.net/

6. PUREFOLD
(2018)
Ridley Scott Associates
AG8
Verizon
Petrobras
http://www.ag8.com/purefold

7. Petrobras
Brands
finance
HUB
trailers HUB
facebook?
brand placement
RSA/AG8 updates
Verizon
Purefold
films
social
media
FANS

8. blogs/
Petrobras
sites
Brands
finance
trailers HUB
HUB
facebook?
brand placement
RSA/AG8 updates
Verizon
Purefold
films
social
media
FANS

9. blogs/
Petrobras
sites
Brands
finance
trailers HUB
HUB
facebook?
brand placement
RSA/AG8 updates
Verizon
Purefold
films
social
media
recuts FANS

10. blogs/
Petrobras
sites
Brands
finance
trailers HUB
HUB
facebook?
brand placement
RSA/AG8 updates
Verizon
Purefold
films
social
media
spin
recuts FANS
offs

11. NOW AT 5,010,843 views
5,010,843 views
5,010,843 views
5,010,843 views

12. blogs/
Petrobras
sites
Brands
finance
trailers HUB
HUB
facebook?
brand placement
RSA/AG8 updates
Verizon
Purefold
films
social
media
spin
recuts FANS
web
series offs

13. blogs/
Petrobras
sites
Brands
finance
trailers HUB
HUB
facebook?
brand placement
RSA/AG8 updates
Verizon
Purefold
films
social
media
games
spin
recuts FANS
web
series offs

14. blogs/
Petrobras
sites
Brands
finance
trailers HUB
HUB
facebook?
brand placement
RSA/AG8 updates
Verizon
Purefold new
films stories
social
media
new
stories
games
spin
recuts FANS
web
series offs

15. blogs/
Petrobras
sites
branded
new
Brands content
stories
finance
trailers HUB
HUB
facebook?
brand placement
RSA/AG8 updates
Verizon ads
Purefold new
films stories
social
media
branded
content new
stories
games
spin
recuts FANS
web
series offs

16. blogs/
Petrobras
sites
branded
new
Brands content
stories
finance
trailers HUB
HUB
facebook?
brand placement
RSA/AG8 updates
Verizon ads
Purefold new
films stories
new social
stories media
branded
content new
stories
games
spin
recuts FANS
web
series offs

17. new blogs/
Petrobras stories sites
branded
new
Brands content
stories
finance
trailers HUB
HUB
facebook?
brand placement
RSA/AG8 updates
Verizon ads
Purefold new
films stories
new social
stories media
branded
content new
stories
games
spin
recuts FANS
web
series offs

18. PUREFOLD
CREATIVE COMMONS LICENCE
Where’s the $?
• First, traditional contract fee & royalties are
replaced by flat fee up front
• Second, future pay is based on future
contracts & episodes
• UK unions agreed to CC
source: Tom Himpe, AG8

19. p
other other
producers producers
new blogs/
Petrobras stories sites
branded
new
Brands content
stories
finance
trailers HUB
HUB
facebook?
brand placement
RSA/AG8 updates
Verizon ads
Purefold new
films stories
new social
stories media
branded
content new
stories
games
spin
recuts FANS
web
other series offs
producers

20. recap
• FAN INTEREST EXTENDS COMMUNITY
• FANS REMIX & CREATE NEW CONTENT
• FGC DRIVES NEW RSA FILMS
• FAN INTEREST TESTS BRAND PROTOTYPES
• BRANDS DEVELOP PRODUCT BASED ON FAN
RESPONSE
• = AUDIENCE TESTING

22. • 22 January - Philips Cinema Facebook site launched
• 24 Jan-1 Feb - Jake Scott (dir) blogs @ Sundance
• 26 February - teaser trailer
• 5 March - 5 images/guess the genre of each film
• 17 March - Official trailer launched
• 31 March - Guess the dialogue event Brussels (live projections on walls)
• 7 April - 2 films released
• 8 April - 3 final films released
• 13 April - Fans asked: ‘Should The Gift be a feature?’
• 15 April - ‘Tell it Your Way’ competition announced - submit for 6th spot
• 3 June - ‘La nuit d’alchemiste’ clip posted from French short
• 6 July - ‘Can you spot the Easter Eggs in the 5 films?’

23. La nuit d’alchemiste
http://lanuitdelalchimiste.com/

24. http://www.brudder.ca/anirniq/

27. CONSPIRACY FOR GOOD
TIM KRING’S
ARG for social change
with Nokia, Company P, & Dave Stewart

28. “Rules
By playing with the idea of a good secret society, we
want to create it. Your actions will benefit real causes
and people. By taking this seriously, you will make a
difference now!
How to participate
Think of this as a movie where YOU are the
hero! It’s okay to just sit back and watch, but trust us,
you’ll be missing out on the real excitement. Live the
adventure, read the signs, fight the bad guys. Welcome
to the ride of your life… this is merely the beginning!”
www.conspiracyforgood.com

29. ‘Thank You’ Viral Campaign
Dec. 2009 en.tackfilm.se/

30. ‘Thank you’ campaign
http://bit.ly/c2WiL1

31. if content has been
...sticky
...viral
...spreadable
(Henry Jenkins)

32. content is now...
a gift
‘Stop Spreading Viruses &
Start Giving Gifts’
Ivan Askwith www.bigspaceship.com
http://www.bigspaceship.com/blog/think/getting-past-viral/

33. principles for a fandependent world
✴ content = a gift
✴ fan participation & contribution
✴ financing, story creation, promotion
✴ global reach of audience

34. THANK YOU
Siobhan O’Flynn, PhD
CFC Media Lab, MaRS
1001tales.posterous.com
siofly@hotmail.com
twitter @Sioflynn