Notes about platforms, web analytics, business models and case study Tiago Cavaleiro Pedro Oliveira January 10, 2014 Contextualization ● Different project of Multimedia Lab class ● Aims to provide suggestions / guidelines to transmedia storytelling projects ● And analyze a case Contextualization We'll focus on 3 aspects of the process: ● Digital platforms ● Web analytics ● Business model Improbable beginning... Typical annual financial report Prepare yourself 15 minutes very gray, boring and annoying Improbable beginning... Annual financial report as a storytelling Domingos da Silva Teixeira S.A. (Construction company from Braga) Improbable beginning... DST annual financial report 2009 as “Os Maias” book Improbable beginning... DST annual financial report 2011 as a journal Improbable beginning... €300,000,000 annual turnover explained as a story Telling a story is so important that even a financial report can be disclosed this way. Transmedia Storytelling "Stories that unfold across multiple media platforms, with each medium making a distinctive contribution to our understanding of the world, a more integrated approach to franchise development that models based on urtexts and ancillary products." Henry Jenkins Transmedia Storytelling "Telling a story across multiple media and, if possible, with audience participation, interaction or collaboration with each product or experience satisfying in its own right and consumption of each additional media heightening the audience understanding, enjoyment and affection for the storyworld." Robert Pratten "Transmedia storytelling is the art of telling stories through multiple-media platforms with the audience participation where each storyline makes a valuable and distinctive contribution to the story." Soraia Ferreira Digital Platforms Digital Platforms ● Website Requires programming Freedom and control about the information Automated interaction Records of user actions Promotion issue Digital Platforms ● Blog Easy to set up Limited customization Poor interaction Unrestricted access Digital Platforms ● Social network Great to disseminate and interact Possibility of automated interaction (App) Limited customization Regulated by terms of use Digital Platforms ● Media Sharing Good to disseminate Allows interaction Copyrights issues Digital Platforms ● Mobile apps New trend Requires programming Accessibility Web Analytics What is? ● Measurement ● Collection ● Analysis ● Reporting Tool for what? ● Web traffic ● Business and market research ● Assess and improve the effectiveness Web Analytics It allows to measure the audience Web Analytics It allows to measure the engagement Web Analytics It allows to know the audience Web Analytics It allows to know how the audience met you Business Model Accountability Financing * Credits vs Debits * Banking * Revenues vs Costs * Own Resources * Others (family) Business Model Tax & Legal Marketing * Taxes * 4 P´s -Product;..Promotion; ……………..Price;.....Placement * Legal Frame * MKT Plan Human Resources * People (Team) * Outsourcing Business Model Focus Revenues Streams Business Model • Sponsorship - Connection with some brands - E.g.. Clothes of the protagonist, characters, Some places to visit, enterprises included in the story - Some fees, royalties, pay per click for instance • Advertising - banners, ads inside the story, outdoors, scenarios in the story stage/locals for tourism • Subscription - E.g. Museums, virtual tours, gaming, some special contends (cultural or technical), Employment agencies • Direct sales of the platforms - Partnerships for sales - products, experiences, tourism, etc • Merchandising - Toys, posters, pencils, cans etc • Product placement - Like in soaps - appearance payed • Funding - Investors and patron philanthropists • Crowdfunding - global market • Donations - Maecenas • Grants - Public Institutions - Social goals ( e.g. Cleanness, Country publicity, etc), Case Study: The Matrix The Matrix is a science fiction action media franchise created by Andy and Larry Wachowski and distributed by Warner Bros. Pictures. Case Study: The Matrix "Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes it own unique contribution to the unfolding of the story. So, for example, in The Matrix franchise, key bits of information are conveyed through three live action films, a series of animated shorts, two collections of comic book stories, and several video games. There is no one single source or ur-text where one can turn to gain all of the information needed to comprehend the Matrix universe." "Henry Jenkins" Case Study: The Matrix "The Matrix franchise is one of the early and best-known transmedia pioneers. The main narrative presented in the Matrix movies was self-contained but, for the enthusiastic fan, it could be enriched by information, back story, and character development obtainable only in the video games and Animatrix dvd. Social media connectivity plays a central role in the success of transmedia storytelling not only because content can flow across media channels but also because social media and networked communications have created an audience that understands, enjoys, and seeks out this kind of activity and collaboration." "Pamela Rutledge" Case Study: The Matrix Platforms: ● Movies ● Web comics / Comic books ● Website ● Video games ● Animated short films ● Documentary ● Music albums ● Film in concert Case Study: The Matrix Timeline: ● 1999 Website - www.whatisthematrix.com (until 2009) Movie - The Matrix Web comics - The Matrix Comics Series 1 Music album - The Matrix: Music from the Motion Picture Music album - The Matrix: Original Motion Picture Score Case Study: The Matrix Timeline: ● 2000 Web comics - The Matrix Comics Series 2 (until 2002) ● 2001 Documentary - The Matrix Revisited ● 2002 Web comics - The Matrix Comics Series 3 (until 2003) Case Study: The Matrix Timeline: ● 2003 Music album - The Matrix Reloaded: The Album Movie - The Matrix Reloaded Video game - Enter the Matrix Comic book - The Matrix Comics Volume 1 Case Study: The Matrix Timeline: ● still in 2003 Animated short films (Direct to video) - The Animatrix Music album - The Animatrix: The Album Movie - The Matrix Revolutions Music album - The Matrix Revolutions: Music from the Motion Picture Case Study: The Matrix Timeline: ● 2004 Comic book - The Matrix Comics Volume 2 Movies plus Extras - The Ultimate Matrix Collection ● 2005 Video game (Massively multiplayer online) - The Matrix Online (until 2009) Video game - The Matrix: Path of Neo Case Study: The Matrix Timeline: ● 2010 Film in concert tour - The Matrix Live (until now) ● 2013 Music album - The Matrix Reloaded: Limited Edition Case Study: The Matrix Business model: ● Funding Case Study: The Matrix Business model: ● Direct sales Movies (box office and video sales) Video games Comic books Music albums Case Study: The Matrix Business model: ● Sponsorship Case Study: The Matrix Business model: ● Product placement Case Study: The Matrix Business model: ● Merchandising Case Study: The Matrix Business model: ● Subscription Case Study: The Matrix Budgets and Revenues: ● The Matrix (Movie, 1999) Budget: $63,000,000 Box office revenue: $463,517,383 Video revenue: $398,000,000 ● The Matrix Reloaded (Movie, 2003) Budget: $150,000,000 Box office revenue: $742,128,461 Video/dvd revenue: $200,000,000 Case Study: The Matrix Budgets and Revenues: ● The Matrix Revolutions (Movie, 2003) Budget: $110,000,000 Box office revenue: $427,343,298 ● Enter the Matrix (Video game, 2003) Budget: $20.000.000 Revenue: $250.000.000 Copies sold: 5,000,000 ● The Animatrix (Animated short films direct to video) Budget: $5,000,000 Revenue: $68,000,000 Copies sold: 2,700,000 Case Study: The Matrix Are these two stories connected? 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