MARTIN ELRICSSON, Producer & Creative Director, The company P What kind of experience does today?s film audience want and what can be done with existing technologies? Interactive tools, emails, text and voicemail, mobile apps and geo-locational services can connect an
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audience to characters. Live events and alternate reality games can bring the audience into the world of a film and extend the storytelling experience. The more filmmakers can extend their vision into the world of the audience, the more rooted the audience becomes in the experience of the film. But how do you know how much to give them? Mystery will bring people into your world, but for your cross-media audience, there is an implicit promise of a clear correlation between how much that audience gives ? of their time, of their own interactions and emails and phone calls, their trips to places where they are promised live experiences ? and how much they get back. You must dazzle them with innovate storytelling techniques but you also need to reward them with meaningful emotional content and layers of reveal. Leading story architects of some of the world?s most successful extended story experiences ? The Dark Knight, The Truth About Marika and Xi ? demonstrate how to bring a fictional world into the lives of the audience
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