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Miracle Mile Paradox Rally Against AIC this Saturday!

July 25, 2012 Event, MMParadox No Comments
We are rallying against Agent Intellect Corp this Saturday the 28th of July from 1 to 3pm at the corner of Wilshire Blvd. and Curson Ave. This is the corner of Hancock Park right by the Tar Pits.

All you need to do is bring a ‘Down with AIC’ inspired sign and your best “We are the 99%’ attitude. Please RSVP here if you think you can make it. We need as many bodies as possible to call attention to the transgressions of AIC (& perk interest in the ARG). It’s just for a couple of hours and it should be fun protesting a fictional corporation. So feel free to spread the word!

Questions about the game?

The Miracle Mile Paradox Alternate Reality Game is now playing for FREE online and live in the Miracle Mile area of Los Angeles until the first week of September.

To learn how to play click bellow:

How to play:
Official Press Release:
OOG Sites: (@mmparadox) (#mmparadox)
In Game Sites:
Fan Sites:

Special StoryWorld Conference 2012 Transmedia LA Discount!

July 17, 2012 Announcement No Comments

Haven’t gotten your ticket to StoryWorld yet? By registering before midnight on Thursday you can save $100 off your full conference pass. What’s more – if you use the code TLA12 you can get an additional $25 off – making for a savings of  $125! Make sure you register now to go to the conference that everyone will be talking about.

What is StoryWorld Conference and Expo?

In October 2012, F+W Media will bring more than 500 professionals from the publishing, film, television, and gaming industries together in Los Angeles to examine the planning, development, production, and go-to-market strategy for storytelling across multiple platforms. The program will provide attendees with case studies and how-to advice for driving new revenues and adapting business models to capitalize on cross-platform content strategies, plus opportunities to make deals and connect with potential partners at structured networking events. For more information please visit

Interview with Shari Frilot

July 13, 2012 News 1 Comment

Shari Frilot, Senior Programmer to Sundance Film Festival and curator of the New Frontier section, opens up about Transmedia and how the future of entertainment boils down to the convergence of storytelling and innovative technology.

Shari Frilot discusses “New Frontier” by MakingOf

Tell us about New Frontier

The New Frontier section at the Sundance Film Festival is not new. We’ve been highlighting work that pushes boundaries through feature films and installations for the last 6 years.

New Frontier celebrates the convergence of film, art, and new media technologies as a hotbed for cinematic innovation. New Frontier presents media installations, multimedia performances, transmedia experiences, panel discussions, feature films, and more.

What is your role as curator for the section?

While my job entails the conceptualization of the exhibit and the selection of all the works to be featured in the venue, the goal as curator is to present the year’s crop of new media, transmedia and experiential video art.

As a curator, what are you looking for in a project?

First and foremost I’m looking for storyworlds. But I’m also interested in showcasing diversity of artists, content and form.

In addition, I’m invested in work that uses digital culture to bring human beings together, and expands interactive engagement beyond the traditional boundaries of dialogue and discussion.

In terms of space, it’s usually about experimentation. However, I’m committed to build a venue that operates on a social and interactive platform that allows for audiences to explore the digital space as it interacts with cinema.

Any interest in bringing official tech partners to collaborate in the exhibit?

Until this point all technological partnerships have come to the table via the artists, which vary from case to case. What is exciting is that new technologies emerge every single day, and the democratization of hardware and software has truly hit a chord and changed the landscape for creators.

Tell us about the New Frontier Story Labs

The labs were inspired by the showcase at the festival, and were primarily conceived to provide creative storytelling support to artists working in the emerging fields of multi-layered and multi-formed narratives.

The program is designed to not only offer interdisciplinary support to artists working at the convergence of film, art, and new media technologies but also assist artists who are developing interactive, immersive, or participatory projects that aim to create rich and resonant experiences for audiences.

What kind of projects are you looking into for the Labs?

In essence we are looking for projects that speak to the times. We want new subject matter, new perspectives, new ways to use technology to enhance content. We are looking for innovation, freshness, engagement.

Where do you think the film centric community of the festival stands when it comes to Transmedia? Is the subject matter still intimidating, or is it more approachable now?

I think that, within the context of the festival, people are curious and excited when they see what is happening in the general landscape. They instinctively sense that this is the future of entertainment, and want to learn more. There is definitely less fear now, maybe because of a slow shift in perspectives that now looks at Transmedia as more of an opportunity than an obligation.

Before there was too much pressure to define where Transmedia fit in. Was it music, was it games, was it advertising? But now it’s becoming clearer to people that Transmedia is emerging as a new art form.

The one thing that I think the movement is missing, before it can turn the corner, is the ability to go mainstream. So far the conversation has focused on what Transmedia is and how it’s manifested. For Transmedia to reach proper acknowledgement as an art form, it needs to not only appeal to the thinkers echelon, but also infiltrate popular culture.

I like to think that it’s up to us, and the critics that write in a popular way, to develop and nurture a richer, more accessible and broader culture of promotions for non-linear but matrix-like multi-platform experiences.

2012 Installations

Bear 71
Jeremy Mendes and Leanne Allison

The Cloud of Unknowing
Ho Tzu Nyen

Evolution (Megaplex)
Marco Brambilla

Hunger in Los Angeles
Nonny de la Peña

My Generation
Eva and Franco Mattes

Question Bridge: Black Males
Hank Willis Thomas and Chris Johnson in collaboration with Bayete Ross Smith and Kamal Sinclair

Radical Games Against the Tyranny of Entertainment

To Many Men Strange Fates Are Given
Brent Green


Paul Abacus/Early Morning Opera/Lars Jan

Himalaya Song
Gingger Shankar/Mridu Chandra/The Shanghai Restoration Project


July Meetup – Jackie Turnure

July 12, 2012 Meetup No Comments

It was an honor to have Jackie Turnure, Head of Production at Fourth Wall Studios, come speak to us yesterday for this month’s meetup over at USC Annenberg School of Communication & Journalism.

Brief Bio:

As Head of Production at Fourth Wall Studios Jackie supervises all the production of the studio’s slate, including Rides TV’s flagship project ‘Dirty Work.’ Prior to Fourth Wall, Turnure was the Head of Production and Development at Hoodlum Entertainment, where she produced the “Dharma Wants You,” a multiplatform campaign for ABC’s Lost which won the 2009 Primetime Creative Arts Emmy®. While at Hoodlum, Turnure supervised a number of other projects, including “Join the Mosaic,” an interactive prequel for ABC’s television series FlashForward.  Also “Day X Exists,” a global prequel for the release of the feature film Salt (Sony Pictures Entertainment), and Hoodlum’s original multiplatform series “Slide,” a 10 x 1 hour for Foxtel.

Case Study Highlights – Dharma Wants You

When working for a studio, one is more limited in terms of the types of things you can do. You have to keep in mind the branding of the product at all times, and all the restrictions imposed by the studio.

In the case of “Dharma Wants You,” the multiplatform campaign for ABC’s show Lost, Jackie’s team was challenged by the fact that the studio wanted to build buzz about the show between season 4 and 5. However, they were not allowed to work with the original actors, or with the original story canon for the property. They were given a very small budget and a very limited time. Essentially, Jackie’s team was looking at designing a strategy from ground zero.

The result was coming up with a plan to re-brand the Dharma Initiative, and launch a campaign consisting of three parts, starting with an ARG during Comic Con that year.

Lessons Learned:

The most important asset the team had was a deep understanding of Lost’s fandom. They understood what exactly drove Lost’s fans, what kind of audience they were, and how best to tap into their expectations and desires.

They took advantage of the competitive drive of the Lost fans attending Comic Con that year by creating an immersive booth experience that had players experience a test by the Dharma Initiative. Only 300 people were allotted to go through the experience during the Convention, making it a coveted and unique experience. In addition, during the official panel for the property that year, an interruptive performance was the highlight that really gave momentum to the property during the con, generating immediate buzz throughout the fandom.

After the convention, phase two consisted of taking the recruiting test online, which help unlock more background story about the Dharma organization as one went through the different levels of the online experience.  By the end of the experience the network not only had compiled an audience ready to jump into the new season of the show, but the show went onto win the Primetime Creative Arts Emmy®.  And, while the studio ended up cutting the third phase of the campaign, the team felt reassured that the overall strategy for the campaign really spoke to their understanding of fan behavior and how to design for it.

Case Study Highlights – SLIDE

Slide was a hybrid of sorts. It was a co production between Foxtel Australia and the producers who were invested in having the Transmedia elements be part of the 360 original canon from the very beginning.  Jackie’s team over at Hoodlum were in the great position of not only having access to the actors, but the ability to set a production schedule that allotted for the creation of the Transmedia elements simultaneously while in production. It was an ideal and very unique situation, though somewhat costly.

Lessons Learned:

The most important asset the team had was a deep understanding of where the demographic for the audience of the show lived. They were online, on their mobile, and interacting on different platforms simultaneously.

So for Slide, Jackie’s team needed to tell the story of five teens during the last 10 weeks of school. However, they needed to tell the story in an organic manner that would show the flow of all the different platforms and how they naturally pertain to the different characters of the show.

Inherently, the property produced a vast variety of content for fans to explore via webisodes in between TV shows, an interactive graphic novel, blogs, games, twitter and facebook accounts, polls and contests… all materials carefully synchronized with the characters and what they were doing in real time.

The main challenge for the property was product placement, because of the nature of the IP. Also, because of the way all the content was in synch with what the characters were doing in real time, the show format was geo locked. And while the producers of the show are looking into selling the property and all its transmedia elements to different territories, there are many inherent logistics that make for a complex transaction.

Case Study Highlights – Dirty Work

Dirty Work is an original IP produced by Fourth Wall Studios with its new proprietary platform called RIDES.  The platform works as a re-playable engine that allows audiences to go back and experience properties that are developed and built specifically to be consumed in multiple platforms.

In the case of Dirty Work, the driving platform is the Rides Hub, which works as a TV portal. In addition, the content is prompted to be consumed in a matrix of different media channels including phones, behind the scenes virtual cards, email, messaging, facebook and twitter profiles, etc.

Lessons Learned:

The most important thing to consider when building a Transmedia property from the ground up is to know who your audience is. However, it is of vital importance to also know where the brand money can come from, after all this is a business.

Nonetheless, you must also consider, that in order to fuse these two together with innovative technology (that hopefully can be licensed soon!) one must always go back to the story and consider new ways of dimensionalizing the property. Like, for example, setting something in a platform that is only paid off in another platform.

One of the main challenges that team faced with Dirty Work was to make sure to keep up with the needs of different screens. This is the main reason why the team decided to move away from Flash and into HTML5, just to make sure all the content can be consumed by all audiences in any one particular device.



The Miracle Mile Paradox is LIVE – Come and Play!

July 11, 2012 MMParadox 1 Comment


Help Recover a Message Lost In Time in this Miracle Mile Alternate Reality Game

Los Angeles, CA (Miracle Mile) – July 5, 2012 – On July 4th Transmedia LA launched the Miracle Mile Paradox (MMP), a new Alternate Reality Game (ARG) that takes place in the historical Miracle Mile area of Los Angeles. The MMP tells the story of Rexford Higgs, a fan of obsolete machines, who finds an old patent for a mysterious contraption. He builds the device, called a Time Switch, and is then pursued by an entity named Agent Intellect Corp (AIC). Now on the run, he needs the players’ help to retrieve a message from Jane Winthrop that has been lost in time. Her message holds the key to stop the increasingly powerful AIC.

The MMP is being produced by Transmedia LA (, a group of people in the Los Angeles area who are passionate about transmedia, innovative entertainment, and unexpected immersive experiences. The game was conceived late 2011 and was funded through Kickstarter ( in early 2012. The game is currently playing for free online and in the Miracle Mile section of Wilshire Blvd. until the first week of September 2012. To get started follow Rexford Higgs on his website:

About the Game Designers:

April Arrglington (Story Producer)

April is a Transmedia enthusiast with a background in film and print entertainment. April is passionate about intellectual properties, fandom phenomena, and technology convergence. The Miracle Mile Paradox is her first ARG. For more about April, please visit her website

Susan Bell (Experience Producer)

Susan is an interactive storyteller & filmmaker. She’s directed multiple short films and has been a producer on the Emmy-winning animated show ‘Robot Chicken.’ Currently she is working on a film/transmedia project involving the LA Ghost Patrol, including the ARG ‘Carol’s Haunting.’ For more information about Susan, please visit her website at

Amanda Price (Line Producer)

Amanda is a video producer from Joliet, IL. Since moving to Los Angeles last September, she has developed a love for transmedia and ARGs. Her goal for this project is to help take transmedia from being a marketing tool to being its own sustainable form of entertainment.

For more information about The Miracle Mile Paradox, or to contact the design team, please visit:

Meet the new TLA Program Director: Michael Annetta!

July 9, 2012 Announcement No Comments

The TLA Leadership Board is thrilled to announce Michael Annetta has agreed to take up the banner as the newest TLA Program Director!

Michael has many years of experience in media covering both academic research and hands-on production. He’s bringing that knowledge and his network to TLA to help us plan out our meetup programming, expand our speaker list, and ensure we’re doing right by our generous hosts at the USC Annenberg School of Communication.

Want to request a specific speaker? Want to propose having a Meetup at a special venue? Can you help us with identifying future speakers or getting access to cool locations? Have a workshop you’d like us to run? Please contact Michael and let him know.

We’re very excited to have Michael on the TLA Leadership Board, and we know he’s going to bring a lot of value to the group!