Henry Jenkins defined transmedia storytelling as, “Transmedia storytelling is the ideal aesthetic form for an era of collective intelligence.” However simplifying his definition we can articulate and define transmedia storytelling as the art of conveying messages, themes or storylines to the audience across multiple media platforms. The scattering of one story over multiple channels. Here is a video explaining and clarify transmedia storytelling.
Transforming from a generation where individuals immersed themselves in one interface a ‘pre packaged’ closed of medium such as TV with one beginning and one end. Now-days advancing to a technologically society where stories are not tied to one channel has generated the incline of transmedia stories across multiple channels and platforms. The multiple interfaces within society today has generated a immersive and interconnected world stemmed from rich storylines. The endless storyline with no closed beginning and end has seen the potential of a storyline to start in one medium and flow to another creating a new kind of narrative leading to an array of products across multiple platforms. This has generated individuals to flow and immerse themselves in multiple media platforms at once. A example of transmedia narrative is Avatar.
Film: Avatar first began as a film in cinemas in 2009 being the first 3D film.
Books: After the film was released, the film was then repurposed to generate the publications of several different books. One of the books in which was released was called ‘The movie scrap book’ which was based around the biological and social setting of the fictional Avatar world.
Comic Books: Following the film was the creation of a comic book series which was released in 2015.
Gaming: Avatar games became available on consoles such as Xbox 360, Playstation 3, Wii, Nintendo and on online browser games.
Merchandise: Merchandise such as action figures and toys of characters from the film were distributed with the McDonalds happy meals. Backpacks, cups, clothing and also limited edition Avatar stamps for mailing services were other elements of their merchandise.
Theme Park: Disney has also developed an Avatar theme park in America which will be open in the American summer of 2017.
Although Avatar was not a huge transmedia storytelling success, it has however created ‘Fan fiction’ which has assisted individuals to generate their own platform to create further fiction together, to suit their individual desires.