COM CO 101 Lecture Notes - Lecture 6: Transmedia Storytelling, Marination, Opioid
1 May 2018
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2018/2/8
FTV: Brand Extension
New Content in the Franchise!
Today’s topic:!
•What is brand extension?!
•What is medium specificity?!
•How does a text invite brand extension?!
•How do we use brand extension in the Twin Peak franchise?!
I. Brand extension
A. Taking an established brand name from one piece of media or a
franchise
B. and using it to create a new piece of media to increase viewership and
profits
1. business decision
2. reason of brand extension become so big: globalization of media market
a) Hollywood used to rely on box office, now American do not make back their
box office
II. Recent successful franchises with transmedia brand extensions
A. The Walking Dead
1. Comic > tv shows > video games
B. Marvel Universe
1. Comic > films > tv shows > video games
III. Recent successful transmedia brand extensions
A. Lemony Snicket’s A Series of Unfortunate Events
1. film
a) studio can’t investigate that much money, made into TV shows, successful
#1
find more resources at oneclass.com
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2018/2/8
2. Netflix, 2014, TV series.
B. The Mortal Instruments
1. 2013 film, not successful
2. TV show: successful
C. Instead of continuing in one media, people transfer to other media and become
successful
IV. Medium specificity
The character sticks to each media that are specific to that media
A. Film (generally)
1. higher budgets, effect than the other TV series
a) e.g. visual effect of Dr. Strange, Interstellar
2. Length: 1hr 30m to 3hrs
a) can tell an epic story or a story that is very small
b) have that amount time, if couldn’t make it in 3hrs, cant make it a film
3. Characters
a) Types or deep focus
(1) character type, the angry man: Tom Hanks. . .
(2) deep focus: take one character and learn a lot
b) Potential for change
(1) change character level
4. Immersive viewing experience
a) without interrupted, immersive experience, make you forget you’re watching, in
the film, identify with characters.
B. Television
1. smaller budgets, fewer effects
a) e.g. Walking Dead
2. Serialization
3. Conventional length, 30 minute comedy or 1 hour drama
#2
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
2. reason of brand extension become so big: globalization of media market: hollywood used to rely on box of ce, now american do not make back their box of ce. Recent successful franchises with transmedia brand extensions: the walking dead, comic > tv shows > video games, marvel universe, comic > lms > tv shows > video games. Recent successful transmedia brand extensions: lemony snicket"s a series of unfortunate events. Lm a) studio can"t investigate that much money, made into tv shows, successful. 2018/2/8: net ix, 2014, tv series, the mortal instruments, 2013 lm, not successful, tv show: successful. Instead of continuing in one media, people transfer to other media and become successful. The character sticks to each media that are speci c to that media: film (generally, higher budgets, e ect than the other tv series, e. g. visual effect of dr.
