Transmedia Entertainment and Marketing represents a process where different media-platforms are combined to disperse unique content and produce a story (media product or consumer brand), allowing for a unified and coordinated entertainment experience, active audience engagement and eventually building a media franchise. What this means is that a story introduced in a film is expanded through television, novels, and comics; its world is explored through game play or experienced as an amusement park attraction.
Transmedia is also 360 degrees marketing; allowing companies to produce content on multiple platforms, reach targeted consumers from all angles and most importantly enabling audiences to actively collaborate, engage and interact with the content itself.
In this course, we will follow the life cycle of two types of content: media texts and consumer brands by examining commercial (webisodes, comics) and grassroots (fan fiction, fan films) texts; narrative structures; active audience engagement; integrated business models; franchise, world building as well as branded entertainment strategies. We will also look at alternative approaches to using Transmedia strategies for raising awareness about global causes, influencing citizen action and creating social impact.