Future for Storytelling

Latitude Research° – Phase 1

“Latitude set out to understand audiences’ evolving expectations around their everyday content experiences—with TV shows, movies, books, plot-driven video games, news, and even advertising. They began by speaking with leaders in the emerging “transmedia” space to investigate the challenges and the opportunities that today’s storytellers are encountering.

Immersion and interactivity primarily help an audience to go deeper into a story, while integration and impact are about bringing a story of out of the screen, into our actual lives.

Some key findings from the study include:

  • Transmedia is more than media-shifting. 82% of participants wanted more mobile apps that would complement, not just replicate, their TV viewing experiences.
  • The real world is a platform, too. When asked to develop a new way of interacting with stories, 52% of participants treated the real world as another “platform,” incorporating networked real-world objects, augmented reality, 3D projected environments, and other technologies that bridge the divide between digital and physical.
  • Audiences crave more control. 79% suggested interactions that would allow them to alter a storyline by influencing a character’s decisions or by becoming a character themselves.
  • Traditional notions of authorship are changing. The real-time, connected culture of the Web is converting storytelling to a more participatory art; 93% of participants expressed interest in submitting possible story ideas to producers, and a whopping 2/3 said they’d be willing to help fund stories they’re interested in (e.g., on a platform like Kickstarter)”

Download the full study here: The Future of Storytelling: Phase 1

See Coca Cola’s Content 2020  Video.

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