In 1977, in order to expand profits, ‘StarWars’ movie producers release many introduction of the film, such as: novels, cartoon, games and toys. They surprised found that many fans began to use these different forms of media to recreate the original text and communicate with each others, which further expanded the spread of the film story and improve the audience’s enthusiasm for it.
In the face of the continuous practice of the entertainment industry in transmedia storytelling, Henry Jenkins proposed for the first time in a 2003 analysis of the augmented universe of the Matrix film franchise and give transmediaStorytelling a formally concept, published in Technological Review.
Let’s talk about an example: the “Matrix”. The main plot and information of this film is through a number of movies, a series of animated short films, two sets of comic stories and several games passed to the audience. Some of the story plot in the movie is not clear, the audience can only find the explanation in the comic or game.
The stories carried by different media platforms are independent but related with each other. Therefore, the audience can only watch movies, but after playing the relevant game, the fans will get a new discovery and understanding. Therefore, in order to understand the “Matrix” completely, the audience needs to integrate all the media works to convey the information. It is very valuable that the audience will find the overall entertainment experience is greater than the sum of the individual.
For my perspective, in the entertainment industry, “fan” culture is the most important things. “fan group” is directly related to the success or failure of the author’s career. If your work has a lot of “fans”, then you must succeed. How to build a “fan group” like your work, that is to respect your “fans” and create what they want.
Written by: Chengxi Li
Henry Jenkins (2008) “Searching for the Origami Unicorn: The Matrix and Transmedia Storytelling” in: Convergence Culture: Where Old Media and New Media Collide. New York: New York University Press, 93-130.
Henry Jenkins, Henry Jenkins explains his vision of transmedia and audience engagement, http://www.transmedialab.org/en/events/henry-jenkins-explains-his-vision-of-transmedia-and-audience-engagement/