By Lance Weiler, August 21st, 2009

DIY DAYS Philadelphia was a mix of people working in different creative disciplines and there was much talk about ways to tell stories beyond the screen. The following panel was focused on transmedia storytelling. Video of the panel will follow soon.

PANEL – EXTENDING THE EXPERIENCE With a decline in the penetration of traditional advertising due to digital technology and the emergence of an on-demand culture, studios and brands are experimenting with extending the way they reach audiences and potential customers. ARG (alternate reality games), virtualization, visualization, geo-locational services, augmented reality and mobile apps are all extending storytelling experiences. But how do you strike the balance between an industry that has come to measure itself by impressions with the value of audience engagement? Where does IP reside when authorship changes and the audience or consumer becomes creator? And is it possible to channel brand dollars into original content? MICHAEL MONELLO (Campfire Media, producer of the Blair Witch Project), BRIAN CLARK (founder of GMD Studios) and DAVID BEARD (Chief Technology Architect STM), JOHN THREAT (media threat) MODERATOR IVAN ASKWITH (Big Spaceship)

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Lance Weiler is the founder of the WorkBook Project and also a story architect of film, tv and games. He's written and directed two feature films THE LAST BROADCAST and HEAD TRAUMA. He's currently developing a number of transmedia projects.

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