MEMORANDUM

TO: Board of Directors, Sony

FROM: Daniel Tuchman, Analyst
DATE: May 2nd, 2016
SUBJECT: Sony Should Create a Transmedia Franchise

Over the course of this memo, I will discuss how transmedia storytelling is affecting the industry
landscape and why Sony should start to adapt to that business model. For those unaware,
transmedia narrative is the method of telling a story over multiple entertainment platforms using
current digital formats. I have picked Sony for my pitch because of Sonys business acumen in
many digital entertainment industries: film, television, video games, and music.

Many franchises have already started to tell transmedia stories including Star Wars, Halo, Portal,
Marvel, and Quantum Break. They have all integrated other media platforms into their
storytelling technique mixing film and television or video games and internet-based ARGs
(Alternate Reality Games). Dr. Pamela Rutledge, Director of the Media Psychology Research
Center, states A Transmedia strategy is the opportunity to identify the defining principles, think
through the consistency of the storyworld and help guide its direction (MPRCenter).

Sony should adopt transmedia storytelling for these main reasons:

More Content for More Consumers

Transmedia allows for the production company to make more content with a
verifiable demographic.
With the variety in content, more consumers can become fans for said transmedia
narrative.

Transmedia is a Very Effective Form of Marketing

Marketing is most effective when it is enjoyable to the consumers.
The best form of marketing is one that also makes money.

Better Storytelling Capabilities

More avenues for storytelling allow for the possibility of better stories.

I believe that Sony should begin production on a transmedia franchise for these reasons, and I
will go into more detail in the following pages.

More Content for More Consumers

The main part of transmedia storytelling that we have to focus on is that a single story is
expanded upon on multiple platforms. This does not mean that one story is retold in multiple
ways like most would believe. Each platform hosts its own individual story which all collaborate
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to tell one large story. Transmedia story telling is very effective in bringing in more fans and
creating more content for a couple reasons listed below.

Transmedia allows for the production company to make more content with a
verifiable demographic.
Content is king in the entertainment industry. If nothing else, the quality and quantity of
Sonys content is what will bring it to the top. Transmedia story telling allows story
tellers to create the type of content that will indeed bring you to the top. The two things
that transmedia brings to the table in this regard is that Sony can make more content and
its content will be unique.
More Content: It is obvious that if you make content for multiple digital platforms,
you will naturally have more content than your competition.
Unique content: At least initially, unique content generates buzz and interest more
than regular content. With transmedia, it is possible to make money based off the
uniqueness of the situation that you put yourself in.

With the variety in content, more consumers can become fans for said transmedia
narrative.
When it comes to entertainment, many people already have their preferred method of
enjoyment. Whether its through television, film, or interactive entertainment, most
people have a favorite and some refuse to stray from their decision. What transmedia
storytelling allows is people who would not normally enjoy some content to possibly
switch platforms to enjoy all of the content that the franchise has to offer.
Marvel uses this technique with their Netflix shows. Marvel hopes that through its
shows like Daredevil and Jessica Jones, it can convince people to see the Marvel
movies in theaters (CinemaBlend).

Getting more patrons and creating more content are key for any franchise to exceed expectations,
and transmedia storytelling naturally achieves these goals.

Transmedia is a Very Effective Form of Marketing

Approximately an equal amount of money that went into the budget of a film production goes
into the marketing for the film (Goodman). Marketing is one of the most important parts of any
form of entertainment. Marketing is effective when its memorable and when it is entertaining
itself (TheDrum).

Marketing is most effective when it is enjoyable to the consumers.

The most memorable commercials are those that are funny, emotional, or intriguing.
Transmedia naturally allows for this enjoyable marketing. Some forms of transmedia that
allow for marketing are through ad campaigns and for ARGs.
Valve Corporation uses ARGs often for its video game ad campaigns. For one of
its most famous games Portal 2, Valve created a expansive mystery game
throughout its website and other video games to create hype and intrigue for the
game (Gamasutra)
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The best form of marketing is one that also makes money.

When a franchise makes a television show based on a movie, each one is effective
marketing for the other. So with that large marketing budget that most movies have, a
production company can create a separate series whether it's a web series or a television
series and it can make money from its ad campaign (Goodman).
Going back to the Valve example, parts of the ARG were hidden in other video
games and compelled interested consumers to purchase other games to proceed
with the alternate reality game (Gamasutra).

Marketing is a huge cost for production companies and distributors, but transmedia franchises
can allow for more flexibility with the marketing.

Better Storytelling Capabilities

The origin of the entertainment industry is not to make money but to entertain, and I feel like we
have an obligation to tell the best stories available. One important aspect of telling great stories is
building great characters and a great world. Transmedia storytelling allows the full width of a
story to be told in the most entertaining way possible on the best platform.

More avenues for storytelling allow for the possibility of better stories.
With transmedia narratives, stories can be customized to demographic groups very easily
while still expanding upon the franchise universe. All the platforms that are available for
transmedia storytelling bring their own aspect to the story. Film allows for a medium
length story that shows a broad spectrum of the story. Television allows for long-term
stories that can explore what was initially discussed in the films. Interactive
entertainment brings immersion into the story. Podcasts and audio stories allow for
intriguing story telling on the go (Goodman).

For the new Xbox One game Quantum Break, episodic videos appear between the
acts. They break up the game play with twenty-minute episodes. The episodes
explore more into the universe and follow different characters. The most
interesting part of these episodes is they change based on what the player does in
the game (Engadget).

Transmedia narratives are the best form of narrative for telling the ideal story. The story can be
explored in numerous ways on numerous platforms for numerous demographics.

Conclusion
Sony should put its resources into developing transmedia franchises for the reasons I have given
above. Sony has the capabilities to create more content that can cater to more consumers. Sonys
marketing can be expanded upon by transmedia ad campaigns that are memorable and even
profitable. Finally, transmedia allows for the best stories to be told through multiple mediums
and multiple genres. It is the ideal form of narrative for generating money.
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Works Cited

Eisenberg, Erik. "Will You Need To Watch Marvel's Netflix Shows To Understand The

Movies?" - CINEMABLEND. N.p., 14 Apr. 2015. Web. 12 Apr. 2016.

Goodman, Brenda. "Practicum in Producing." Sept. 2015. Lecture.

Jagnow, Rob. "The POrTAl TwO ARG: The Whole Story." Gamasutra. N.p., 6 May 2011. Web.
12 Apr. 2016.

Joseph, Seb. "How the Deadpool Movie Was Overshadowed by Its Marketing." The Drum. N.p.,

10 Feb. 2016. Web. 12 Apr. 2016.

Rutledge, Pamela. "What Makes A Brand Story Transmedia?" Media Psychology Research

Center. N.p., 19 Apr. 2015. Web. 12 Apr. 2016.

Summers, Nick. "How the TV Show in Xbox One Exclusive 'Quantum Break'

Works." Engadget. N.p., 6 Aug. 2015. Web. 12 Apr. 2016.