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Transmedia Marketing: From Film and TV to Games and Digital Media

Transmedia Marketing: From Film and TV to Games and Digital Media
Your Price: $57.50 CDN
Author: Anne Zeiser
Publisher: Focal Press
Series: American Film Market Presents
Format: Softcover
# of Pages: 450
Pub. Date: 2015
ISBN-10: 041571611X
ISBN-13: 9780415716116
About the Book:

Transmedia Marketing: From Film and TV to Games and Digital Media skillfully guides media makers and media marketers through the rapidly changing world of entertainment and media marketing. Its groundbreaking transmedia approach integrates storytelling and marketing content creation across multiple media platforms - harnessing the power of audience to shape and promote your story.

Through success stories, full color examples of effective marketing techniques in action, and insight from top entertainment professionals, Transmedia Marketing covers the fundamentals of a sound 21st century marketing and content plan. You'll master the strategy behind conducting research, identifying target audiences, setting goals, and branding your project. And, you'll learn first-hand how to execute your plan's publicity, events, advertising, trailers, digital and interactive content, and social media. Transmedia Marketing enlivens these concepts with:

- Hundreds of vibrant examples from across media platforms - The Hunger Games, Prometheus, The Dark Knight, Bachelorette, The Lord of the Rings, Despicable Me 2, Food, Inc., Breaking Bad, House of Cards, Downton Abbey, Games of Thrones, Top Chef, Pokémon, BioShock Infinite, Minecraft, Outlast, Titanfall, LEGO Marvel Super Heroes, Halo 4

- Real-world advice from 45 leading industry writers, directors, producers, composers, distributors, marketers, publicists, critics, journalists, attorneys, and executives from markets, festivals, awards, and guilds

- Powerful in-depth case studies showcasing successful approaches - A.I. Artificial Intelligence, Mad Men, Lizzie Bennet Diaries, Here Comes Honey Boo Boo, and Martin Scorsese Presents the Blues

With Transmedia Marketing, you'll be fully versed in the art of marketing film, TV, games, and digital media and primed to write and achieve the winning plan for your next media project.


What people say:

"Transmedia Marketing pioneers the powerful idea that successful entertainment projects must blend storytelling and marketing across multiple platforms. Creatives, business execs, and marketers alike will devour this book's clear guidance and real-world examples of how to shape a project so audiences will love it, participate in it, and share it." - Linda Reisman, Producer, Jeepers Creepers, Affliction, The Danish Girl

"Anne Zeiser has earned the industry's respect by taking a strategic approach to everything she does, and this book is no exception. It takes full advantage of Anne's deep experience and expertise in 21st century transmedia marketing." - Lesli Rotenberg, Senior Vice President, PBS Marketing & Communications

"Transmedia Marketing is an in-depth, authoritative, and extremely timely survey of multi-platform marketing in the age of pervasive communications. Anne Zeiser has a unique understanding of the vital role that narrative plays in connecting a mass audience with your content or brand, and her advice for how to close that circuit is some of the best I've seen. There is more than a little bit of secret sauce contained in this book." - Jeff Gomez, CEO, Starlight Runner Entertainment; Transmedia Producer, Avatar, Pirates of the Caribbean, Transformers, The Amazing Spider-Man, Teenage Mutant Ninja Turtles, Halo, Hot Wheels

About the Author:

Anne Zeiser is a critically-acclaimed producer and media strategist who has stewarded iconic series for PBS, produced news for CBS, managed national brands for marketing firms, and founded Azure Media. She is a member of the National Academy of Television Arts & Sciences, a board member of the Filmmakers Collaborative, and an adjunct professor at Emerson College. She contributes to the Huffington Post and has been a featured speaker at American Film Market, Making Media Now, AFI Docs, StoryCode, World Congress of Science and Factual Producers, and the Asia Society