Post on 31-Oct-2014
description
1. TERRATIVES- Mobile Production Strategies
2. AUDIENCES - Near and Far 3. DISTRIBUTION – App stores and on-site
4. TECHNOLOGY – Challenges and Solutions
5. FUTURE - Trends and Vision
2003 – Noble Location-Based Film Experiment…Failed
(Terratives) Location-Based MediaUntravel was founded on the belief that mobile media holds potential for a new type of
participatory storytelling. Most mobile media is currently a sedentary, immobile experience.
Untravel’s mobile applications move audiences through environments, putting them in touch with
the people and stories of a place.
Untravel 2006-2010
Case Study: Walking Cinema: Murder on Beacon Hill
1990
Book
2003
Film
2009
Terrative
ABOUT THE APP
iPhone App (streaming and full versions) + video podcast + online video.
Uses GPS to guide users
Videos manually selected.
Videos as overlays v. augmented reality.
Sells for $4.99 USD
Partnerships with local businesses and historic sites to develop installations.
Technology
• Streaming/on board
• GPS
• Based on film clips
• Screen shots
RETAIL CONSPIRACY
Technology
• Streaming/on board
• GPS
• Based on film clips
• Screen shots
Technology
• Streaming/on board
• GPS
• Based on film clips
• Screen shots
YOUR STORY, YOU DRIVE, YOU CONTRIBUTE
MAP LAYERING, CUSTOMIZING, HIJACKING
TRANSMEDIA LESSONS
- Characters Persistent across platforms
- Each platform does what it does best
- Multiple entry points to single storyline
- Bring people together, give them something to do
- Location adds authenticity to messaging.
- On site audiences extending online audience experience
1. TERRATIVES- Mobile Production Strategies
2. AUDIENCES - Near and Far 3. DISTRIBUTION – App stores and on-site
4. TECHNOLOGY – Challenges and Solutions
5. FUTURE - Trends and Vision
Video length (2-3min) lends itself to sharing websites
Produce once target multiple platforms.
Armchair travel
First App to win an award in major film festival.
Video length (2-3min) lends itself to sharing websites
Produce once target multiple platforms.
Armchair travel
First App to win an award in major film festival.
Audiences- Both Local and Global
MULTIGENERATIONAL EXPERIENCE
1. TERRATIVES- Mobile Production Strategies
2. AUDIENCES - Near and Far 3. DISTRIBUTION – App stores and on-site
4. TECHNOLOGY – Challenges and Solutions
5. FUTURE - Trends and Vision
Just in Place Reception and Distribution
1. TERRATIVES- Mobile Production Strategies
2. AUDIENCES - Near and Far 3. DISTRIBUTION – App stores and on-site
4. TECHNOLOGY – Challenges and Solutions
5. FUTURE - Trends and Vision
Technology Hurdles – Fragmentation and Reception
Produce once, deliver to many (Webkit, mobile web)
Smartphones = 12% of US Market (growing, iPhone users tripled in last year, heavier on coasts)
Multiple App Stores (blackberry, ovi, Apple, etc.)
Headphones are daunting (some users don’t like headphones in public.)
Environmental Instability (weather, site changes, etc.)
Spotty service, battery life
Map use and orientation
PlatformsThe gap between mobile web, flash, iPhone, Android, etc. is closing
Java-based solutions (Phonegap)
Cloud Based Media Platforms (Toura)
Augmented Reality Browsers (Metaio)
1. TERRATIVES- Mobile Production Strategies
2. AUDIENCES - Near and Far 3. DISTRIBUTION – App stores and on-site
4. TECHNOLOGY – Challenges and Solutions
5. FUTURE - Trends and Vision
Scaling and Major Brands
• Site Specific Transmedia: Disney eports Brisk
uptake of Kim Possible Mobile Phone Adventure
• Pervasive Games: The Dark Knight, ARG
Whysoserious.com
• Print + Augmented Reality : print becomes
multimedia.
• Maps for Media and Personalization: Wilderness
Downtown music video by Google and @Radical
Big (Pervasive) Games and ARGs
Augmented Reality will be visually sophisticated and story driven
The Hidden Park (James Kane)
Mini AR in Automotive Magazines (Mini GDR)
“It’s My Time” Campaign (Benetton)
Interpreting American Disasters (Untravel)
Maps Will be Personal, Lively, Persistent...
The Wilderness Downtown (Arcade Fire)
Bio
Michael Epstein, CEO (michael@untravelmedia.com) MIT M.S. in Comparative Media Studies. In 2002
Michael started working in this field and from 2004-5 he directed a pilot project in media production in Venice, Italy. After a successful competition with MIT’s 100K competition, he founded Untravel in 2006. In addition to running day-to-day operations, Michael writes, directs, and edits audio for Untravel productions. His work has won the New Media Documentary film award in the 2010 Boston International Film Festival and the 2010 Silver Muse Award from the American Association of Museums. He currently resides in San Francisco with his wife who he met while untraveling.