Innovations in Storytelling: The Audience is Ours to Lose Second Screens, Participatory Fiction, and Transmedia - We’re witnessing the birth of a new era in storytelling. This talk will focus on some of the best and worst ideas that have gotten us here, and how to keep our audiences in the future.

1. Innovations in Storytelling
The audience is ours to lose
@elanlee

9. X
- --- --- ---

12. ✓
----
----
----
--

13. ✓
----
----
----
--

14. ✓
----
----
----
--

15. Statistics
Stats

16. How many of you watch shows
exclusively on TV?
100%
75%
50%
25%
0% 2012
2004
Stats

17. 2012
Number of Users:

18. 2012
Number of Users: 1 billion

19. 2012
Number of Users: 1 billion
2004
Number of Users:

20. 2012
Number of Users: 1 billion
2004
Number of Users: 1

21. Change in Live + Same Day Ratings
5%
4%
2.5% 3% 3%
0% 1%
-2.5% -2%
-3%
-3.5%
-5%
-6% -6%
-7.5% -6.5%
-8%
-10%
May 2011Jun 2011 Jul 2011Aug 2011
Sept 2011Oct 2011Nov 2011Dec 2011Jan 2012Feb 2012Mar 2012
Source: Citi Investment Research and Analysis; Nielsen

22. How many of you watched most
movies in a theater?
100%
75%
50%
25%
0% 2012
2004
Stats

23. 2012
Cost of Gas (per gallon):

24. 2012
Cost of Gas (per gallon): $4.55

25. 2012
Cost of Gas (per gallon): $4.55
2004
Cost of Gas (per gallon):

26. 2012
Cost of Gas (per gallon): $4.55
2004
Cost of Gas (per gallon):

27. Box Office Admissions
1.6
1.57bn
1.52bn
1.5bn
1.5
1.42bn
1.4bn 1.4bn
1.4 1.38bn
1.34bn 1.34bn
1.3 1.28bn
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Source: MPAA

28. Who uses a smart device while
watching TV?
100%
75%
50%
25%
0% 2012
2004
Stats

29. 2012 2004

30. 2012 2004

31. 2012 2004

32. 2012 2004
You’re Fired!!

33. Simultaneous Use of a Smartphone
While Watching TV (2012)
At least once a day 41%
At least once a week 23%
At least once a month 22%
Never 14%
Total: 86% Usage
Source: Nielsen

34. Lessons

35. Lessons
(for audience entrapment)

36. 1.
promises

38. 1.
promises

39. 1.Deliver on your
promises

44. 2.
technology

48. George Melies D.W. Griffith Orson Welles

50. 2.
technology

51. 2.Challenge your
technology

52. byzantiumtests.com

58. byzantiumtests.com

59. byzantiumtests.com

60. byzantiumtests.com

61. byzantiumtests.com

62. byzantiumtests.com

63. byzantiumtests.com

64. byzantiumtests.com

65. 3.
think like them

68. 3.
think like them

69. 3. Admit you don’t
think like them

79. Lessons for Audience
Entrapment

80. Lessons for Audience
Entrapment
Deliver
on your
promises

81. Lessons for Audience
Entrapment
Challenge
Deliver on your promises
your technology

82. Lessons for Audience
Entrapment
Admit
Deliver on your promises
Challenge your technology
you don’t think
like them

83. Lessons for Audience
Entrapment
Deliver on your promises
Challenge your technology
Admit you don’t think
like them

85. Thanks!
more here: @elanlee