Image: Collider.com
On a recent trip to Colombia (South America), after a long day of sightseeing, I thought I’d switch on the TV with the hope of maybe catching an American baseball game … Instead, I found an episode of MTV Network’s “Jersey Shore.” As if it wasn’t surprising enough that this show recently became a television phenomenon in the states, I found out it was also number one on pay television in Colombia amongst 18-24 year olds, as well as in Mexico.
American television companies are penetrating international markets at a rapid pace and are leveraging multiple platforms, turning their creations into global brands or “multi platform franchises.” “Transmedia storytelling,” where multiple platforms are used to create varying entry points to the story while sticking to the main narrative, is a huge contributing factor in expanding these franchises. Additional revenue, created by linking video and computer games, mobile devices, and websites to the show, in turn helps entertainment companies offset high production costs. “Once people fall in love with a brand they want to interact with it in all sorts of ways,” says Tony Cohen, the head of Fremantle Media.
Transmedia storytelling is nothing new to entertainment – movie studios have used it for years making Spider-Man and Harry Potter as recognizable worldwide as Coke or McDonald’s. Avatar, Hollywood’s biggest blockbuster hit of 2009, grossed $747 million in the states and a whopping $2.7 billion worldwide, surpassing Titanic’s overseas box office record.
McDonald’s created Internet- based games and a sweepstakes around Avatar that included a private screening of the film among other prizes. “They’re realizing that the demographic they’re targeting isn’t using traditional media as much as they used to,” said Jeff Farmer, an analyst at Jefferies & Co. in Boston.
As the Vice President of media and entertainment at BurrellesLuce I follow the television and movie industries very closely. A little break while traveling abroad would be nice, however, “Hollywood” seems to be everywhere these days.
What do you think? Is Hollywood and U.S. television over saturating the digital space? Are you using “transmedia” to engage and connect with your audience? What industry beyond entertainment do you think has crossed over with an effective use of transmedia public relations, marketing or advertising?
