The Avengers Transmedia Storytelling

Avengers

For years marvel had been setting up for a same universe movie that would tie their films in as a whole. Which finally happened in 2012 with the first Avengers movie. Since its release Marvel has become a huge transmedia storytelling movement to keep loyal fans engaged from movie to movie. Transmedia storytelling is using multiple forms of media such as television, film, video games, etc. to tell only one tale.  Marvel has taken full advantage of transmedia storytelling in a multitude of ways like phone apps, Facebook games, comics (I know, who would have guessed Marvel would use comics, right?), and ultimately a television show. At this point The Avengers series seems like an unstoppable force.

avengers 5

Around the time of the release of The Avengers, Marvel launched a Facebook game and an application for both apple and android devices. Although these may not truly “expand” on the story of The Avengers as a whole, it was definitely enough to peak people’s interest before the film and increase the overwhelming anticipation.

I know from personal experience that around the time Avengers came out in 2012 Marvel had unleashed a wave of comics that were maybe 20 pages long. Like the app and game these comics did not expand on the main story but instead gave you a little short story. This tactic once again I believe was to create hype and keep people interested.

Sheild

The one thing Marvel has done that I think caught everybody off guard was the release of their television show, Agents of S.H.I.E.L.D. The show revolves around a revived Phil Coulson who has assembled a team to deal with threats against Earth. This expands the universe by letting you get to know some of the intricacies of S.H.I.E.L.D., the primary “good” force in The Avengers series. The show also lets you know more about Phil Coulson, who to me has always seemed to be a bit of a mystery throughout the series.

All in all, I believe Marvel truly understands the power of transmedia storytelling and have the resources to do it. Which is why they have been a powerhouse in the film industry. Marvel also has the willingness and ability to correct a mistake, for example you could say they rebooted the Hulk to fit into The Avengers universe.

Jenkins, Henry. “Transmedia Storytelling 101.” Confessions of an AcaFan. N.p., 22 Mar. 2007. Web. 1 Mar. 2014.

“The Avengers(2012 film).” Wikipedia, The Free Encyclopedia. Wikimedia Foundation, Inc. 2 Mar. 2014. Web. 2 Mar. 2014.

“Agents of S.H.I.E.L.D.” Wikipedia, The Free Encyclopedia. Wikimedia Foundation, Inc. 1 Mar. 2014. Web. 2 Mar. 2014.

Woodroofe, Sophie. “Marketing Lessons From Marvel’s The Avengers.” Sparksheet. N.p., 11 2012. Web. 1 Mar. 2014.

 

Snapchat

snapchat-a3d5a38f849a3081bcd1c1431ed26a

The selfie, an inspiring movement, that is almost direct spawn of Snapchat. Snapchat is a phone app created by two Stanford students as a project that has taken off in the 13 to 23 year old demographic. As a 20 year old who’s used the app for about two years now I can attest for this. It’s hard-pressed that you come across anybody nowadays in my age group that does not have a Snapchat. It’s practically as essential as Facebook at this point for my age group.  The app also allows you to send “Snaps” which are a picture you can only see once that lasts up to 10 seconds. This is defamiliarization at its finest. Never before have you been able to just view a picture or video sent from somebody without actually having to download it or have you been able to only see it for a limited amount of time. This is what makes Snapchat so wonderfully unique and why it gained popularity.

Onian’s four stages of amazement all apply to Snapchat. It is a striking experience in the sense that it’s a clean looking app and it’s unusual in the sense that you can only see the picture for so long. The consequent physical paralysis happens when your heart skips a beat as you put your finger on the screen to load a snap you’ve received. The mental reaction in which you learn something occurs every time you need to react to a new snap depending upon the situation at hand. A new action happens the first time you use Snapchat and learn it opening up a way of communication unlike before.

I would argue that Snapchat is actually an extension of cameras. The only difference is that Snapchat makes the demand for the picture high because you can only see the picture for so long before it goes away forever. They also give you the option to add filters and captions to your picture. By limiting the time you can see a picture and giving you customization options they’ve created a new form of communication that at its core is still just photography. Who would have thought photos were going to lead to revolutionary communication.

Works Cited