KMW 360°: how to transform the film production into an event of national scale – case study at Film Business conference

Technology goes to the rescue to providers and creators of different media content types in their quest to achieve the maximum effect (to get higher television ratings, greater audience reach, greater number of online views, to trigger social media activity, etc.). A wide range of possibilities offers transmedia storytelling, which is, let’s say, a mix of entertainment content and marketing. World experience shows that transmedia storytelling – an integrated use of all available opportunities for content distribution platforms – allows to maximize the projects audience to ensure its loyalty due to more immersive and involving story, action or process. For the most audience it is enough to have access to a quality product whether it is a film, series, game or mobile app. Part of the audience / users / customers is interested in receiving more information about the product. And the most active part is interested in communicating with each other and personal involvement in the future product development. Content provider, using all available applications and technologies, can track and analyse the behaviour of the audience on all affected platforms of content distribution, and based on the results of the analysis it will take further steps to ensure the synergy of all used methods of communication with the audience. In this case it is not a duplication of the same product on different platforms, but creation of original content for each of them, taking into account the features of each audience segment.

Guided by the interests of the audience, the creators of movies, TV series, books, apps and video games provide an opportunity to include transmedia elements at the development stage of the project. Transmedia storytelling usage gradually moved from the experimental level to fairly common and successful practice in the film industry as well. It's not just about the big budget projects from overseas giant studios. Examples of successful transmedia projects can be found much closer – in Estonia for example.

Film Business conference in the course of international media forum KYIV MEDIA WEEK 2016, which main theme this year is ‘Mediabusiness 360°’ will present a detailed analysis of the transmedia project Nullpunkt, produced by Estonian company Allfilm. The project, which name can be translated as zero point, is based on the eponymous book by Estonian writer Margus Karu, published in 2010. The protagonist is a 17-year-old boy who is trying to find his place in life, but is faced with incomprehension at home and hostility at the new school. Launching the project, producers initially focused on young audience, which traditionally prefers comedy over drama. Therefore, in order to attract the audience, they had to do much more than to shoot a film. Allfilm has done a great job: more than half of Estonians in the age from 15 to 25 have watched YouTube movie; a nationwide casting was held, comparable in popularity with selection for the Estonian version of Pop Idol; the original book was republished with “live” illustrations; mobile app was developed; social media users were engaged into different quests. Moreover, the movie itself was in TOP-10 of the box-office hitters in 2014; 6-episode TV version was successful as well – only the final round of national selection for Eurovision and president's speech overperformed it.

Dagmar Mae, the producer of Allfilm will tell to the Film Business audience about the social and commercial effect of the project, the role of the different platforms at different stages of the project development, coordination, attracting partners and fundraising.

Film Business conference will be held on September 21, 2016 at Hyatt Regency Kyiv hotel (Kyiv, Ukraine).

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