» Transmedia as a Tool for Audience Building culture hacker

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Robert Pratten, of Zen Films, talks on Culture Hacker about his experience developing the transmedia components for a new film, Vauxhall Crossed, "a family, action-adventure feature film about an MI6 agent called Daisy Scarlett (think female James Bond)."

For growing a fan base, he uses the analogy of having to 'drill down' for oil/fans where that first phase is tough going but then establishes the base. The image above is for their faux Chinese take-away arg site.

"The oil analogy is a good one because the early stages are quite tough. It takes a concerted effort to get that initial traction. It’s a bit like developing your feature film: it feels like an uphill struggle in the beginning – you’re trying to get either finance or cast to fall into line when they’re both dependent on each other. But then when finally someone gives you a break everything starts to fall into place and all the barriers start to melt away.
So it is with audience building, it takes time and hard work to get those early followers but once you do the project starts to get traction and everything gets easier little by little."

thanks Carlos, nice find!