Megan West(erby)

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“People are realizing that this kind of concerted implementation is one of the most powerful ways to convey messages,” says Gomez, who worked with Disney on “Pirates of the Caribbean” and “Tron,” and with Fox on James Cameron’s “Avatar.” “For them, as for most of our clients, we make sure the universe of the film maintains its integrity as it’s expanded and implemented across multiple platforms.”

Starlight Runner typically got involved with projects toward the end of their development, but more recently has been jumping aboard at an earlier stage, Gomez says. And producers are building the costs of creating a transmedia plan into the production budget rather than leaving it as an afterthought paid for by the marketing division.

“We’re now working with writers, producers and directors who are devising these worlds from scratch, rather than with the marketing people figuring out what to do with something that’s already completed,” he says.

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Transmedia storytelling is future of biz - Entertainment News, Film News, Media - Variety

A creative whole rather than a marketing campaign? How novel.

29 June 2009 ·