CMGT 550
Hollywood 3.0: Entertainment Industry in the Convergence Age
Spring 2014
1
Professor: David Craig
Co-Lecture: Jordan Levin (see below)
Email:
Office/Hours: ASC 321; by appointment
Section: 21745D
Classroom: ASC 204
Days/Times: Tues/ 6:30-9:30
1
COURSE DESCRIPTION: In the wake of new media and digital and interactive technologies, Hollywood has been at the forefront of developing new production and marketing strategies to generate global entertainment brands. These strategies have been referred to crossmedia, multimedia and transmedia (or transmedia storytelling) and may be extended across all commercial and non-profit sectors, whether fostering community through media, developing multi-platform and interactive forms of educational media, or promoting a commercial brand or service. Hollywood 3.0 explores these shifts that include producing and distributing content across multiple platforms, e.g, film, television, web and mobile devices, including interactive and/or participatory content. We will then consider the evolving nature of media management to maximally execute these strategies creatively and efficiently. NOTE: You do not be an expert in video production and editing or web design. We also offer training in digital editing.
Jordan Levin (Linked In): Levin is one of the premiere TV and New Media professionals in the entertainment industries. He is President of Generate Media, a division of Alloy Digital, one of the leading suppliers of new media content. He was also the former head of Programming at WB TV where he helped created their signature content like Smallville, Buffy, Dawson’s Creek.
COURSE GOALS
· To develop the skills and strategies to produce transmedia properties, including interactive and participatory media across multiple platforms in a variety of formats and genres;
· To grasp the strategies and complications with regards to the efficient and creative management of transmedia production.
· To cultivate a set of transferrable skills for conducting research, writing essays, producing media content and delivering state-of-the-art presentations.
REQUIRED TEXTS: (These texts are subject to change.)
· Dowd, T. et al. (2013). Storytelling across Worlds. Focal Press.
· Diehl, S. and Karmazin, M. (Eds.) (2013). Media and Convergence Management. Springer.
· Ibrus, I. and Scolari, C. A. (2012). Crossmedia Innovations. Peter Lang.
· Rose, F. (2011). The Art of Immersion. Norton.
· Additional articles will be posted on Blackboard.
SYLLABUS (Subject to Change)
Week / Topics/ Class Projects / Reading/Assignments (due before class)1/14 / Introduction: Hollywood 3.0?
1/21 / Lecture: Transmedia Project
Prezumes / Post Prezis; start blog
Storytelling/ Chapters 1-5
1/28 / Sample Transmedia Projects
Prezumes / Storytelling/ Chapters 6-10
Visit transmedia links
2/4 / Editing/Web training
Prezumes / The Art Of Immersion/ Prologue-6
2/11 / Pitch projects; pick groups / The Art of Immersion/ 7-Epilogue
2/18 / Lecture: Media Convergence 1 / Post Video Bios
Bolin/ Media Technologies
Hayati/Transmedia Storytelling
2/27 / Lecture: Media Convergence 2 / Crossmedia Innovations/ Textual
3/4 / Present Transmedia Bible / Crossmedia Innovation/ Economic
3/11 / Lecture: Media Management / Crossmedia Innovation/Institutional
3/18 / SPRING BREAK
3/25 / Guests / Media and Convergence Management/ Intro-Part 1
4/1 / Present Rough Cuts / Media and Convergence Management/ Part 2
4/8 / Guests / Media and Convergence Management/ Part 3
4/15 / Guests / Media and Convergence Management/ Part 4
4/22 / Guests / Media and Convergence Managment/ Part 5 and 6
4/29 / Present Final Projects / Merkin/ Transmedia Management
Levin/ Velocity of Change
5/13 / Final Essay Due
COURSE GRADING and ASSIGNMENTS
30% Blog, Video Bio, and Class Participation
40% Transmedia Group Project
30% Final essay exam
PREZUME (Prezi + resume)
· Go to Prezi.com, sign up for a free educational account, take the tutorial and get started.
· In 5 minutes MAX, “show us” what we should know about you: where you are from, school, work, hobbies, etc. Include your media production experience, if any.
· See the directions in this syllabus for how to present using Prezi.
· Post the link to your Prezi on the class blog before class.
VIDEO BIO: you are to present your bio in the form of a digital video short film.
· Content: tell YOUR story, e.g., where you’re from, what brought you to USC, why you’re in this class, what you’ve studied, where you’ve worked, what you’ve achieved, and what are your interests, i.e., what makes you unique, different. Include your producing skills, if any.
· Elements: you may include original and borrowed content from online. You may include multimedia (stills, text, video, animation) as well as voiceover and music.
· Length: no less than 4 minutes; no more than 5 minutes; I will cut you off at 5 minutes, unless I asked you to stop the video to address some questions/make comments.
· Training and Equipment: we will provide iMovie training in Week 1; if you do not have iMovie, you may use the computers in the digital lab.
· Post/Present: post link on blog prior to the start of class in Week 2 and be prepared to present to the class. If presenting later, I expect you to upgrade and improve your videos.
BLOG
· You are to relate THAT WEEK’s reading to a current news item.
· Write a brief description (2-3 lines) of the article and its relation to the reading.
· Cite the reading, including page number.
· Create a successful hyperlink. See blackboard for instructions.
· Be prepared to discuss in class.
· Do not post what has been previously been posted by another student.
· Sources may include the following, although you are welcome to look elsewhere.
1
o Cynthia’s Cynopsis/ Nikki Finke’s Deadline.com
o Hollywood Reporter/ Variety
o New York Times/LA Times
o Iwantmedia.com
o Wired.com
o Gizmodo.com
o ExtremeTech.com
o Buzzfeed.com/Tech
o AllthingsD.com
o Metascott.com
o Techdirt.com
1
FINAL ESSAY EXAM: the questions and instructions will be posted on Blackboard towards the end of the semester. This exam requires that you have attended class, performed the readings, completed your assignments and synthesized the knowledge from the lectures, reading, presentations and speakers. On this last note, I recommend taking notes on speakers.
TRANSMEDIA Group Project: The class will be divided up into groups (no. tbd, based on enrollment). Each group will be responsible for producing a transmedia project. The following describes each stage of the process, including presentation requirements and deliverables.
· Pitch projects: those of you interested in forming your own transmedia group, come prepared to pitch to the class your concept, any rights you may or may not have secured, any assets and resources you have, what kind of teammates you need. Use Prezi and include video/images as much as possible to explain your idea.
· Transmedia Proposal: the proposal will include a description of the “story world”, plus proposals for 2 other platforms, which should include at least 1 participatory/ interactive/ user-generated component. In addition, you will provide a breakdown of everyone’s responsibilities and a production schedule. We will discuss further in class.
· Rough Cuts – you will present the latest version of your project, including any produced elements to date, for feedback from the instructors and your cohorts in the class.
· Assistance – you are encouraged and welcome to seek out assistance from other classmates, cohorts, students and organizations at USC as well as media professionals.
· Final Presentations: on the last night of class, each group will present the final versions of their projects in PREZI illustrating how their project was produced, distributed, managed and the reception, if any. More details will be provided.
· Grading: your projects will be graded based on a host of measures including the design and execution of your completed projects as well as presentations as well as the successful integration of all members of your production team in the project as well as your individual participation in the project, and the efficient delivery of your presentations on schedule.
TRANSMEDIA LA: based out of USC, Transmedia LA is a group of media professionals who are actively engaged in Transmedia Production. I recommend this organization as a site for considering potential mentors and hosted guests for your projects. http://transmediala.org/
WEBSITES: the following websites provide practical advice and case studies about transmedia production plus host of case studies are included below.
· http://workbookproject.com/
· http://www.indiewire.com/article/the-15-things-ive-learned-about-transmedia-storytelling
· http://www.airmedia.org/PageInfo.php?PageID=704
· http://www.tmcresourcekit.com/category/case-studies/
· http://muchtoolong.blogspot.com/2012/02/five-pillars-of-transmedia.html
· http://www.jillgolick.com/2010/04/defining-transmedia/
· http://deanashour.wordpress.com/2011/04/13/reflective-blog-on-interactivity-transmedia-storytelling/
· http://www.treesandforest.com/2010/07/how-crowdsourcing-transmedia-is.html
· http://www.transmedialab.org/en/
· http://www.newmedici.com/2010/06/21/the-reboot-of-transmedia-content/
· http://prezi.com/eay-fkozs0vk/transmedia-activism/
· http://leagueofsteam.com/
· http://www.whysoserious.com/
HOW TO MAKE A PRESENT (INCLUDING PREZI, HANDOUTS AND INTERVIEWS)
· You should do your research and have an outline prepared BEFORE starting your prezi.
· You should be careful to use credible sources and cite these in your handout.
· This is not POWERPOINT. The PREZI should compliment your lecture, not repeat it.
· Use as many logos, images, pictures and audio and video clips as possible.
· Use limited text; no full sentences; try to use no more than three brief bullet points.
· If you use charts or graphs, make sure they are simple and legible.
· Take advantage of the movement...try to make it fun, unusual, animated.
· Pay attention to design. Make your prezi legible but also interesting. BE DARING!
· Show, Don’t Tell. Avoid long breaks between Prezi points where you just talking.
· Be professional and confident, even if you have to fake it.
· DO NOT RUN OVER TIME. I will cut you off.
· Practice. When you've got it down. Practice some more. And then, practice.
Late assignments/Emergencies: No late assignments will be accepted. If you have a legitimate and verifiable emergency that makes it impossible to turn in your assignment on time you must: (1) email me before the beginning of class the day the assignment is due to notify me of your emergency, (2) provide official proof (doctor’s note or other evidence) and (3) arrange to email the assignment at a time to be determined.
Statement for Students with Disabilities: Any student requesting academic accommodations based on a disability is required to register with Disability Services and Programs (DSP) each semester. A letter of verification for approved accommodations can be obtained from DSP. Please be sure the letter is delivered to me (or to TA) as early in the semester as possible. DSP is located in STU 301 and is open 8:30 a.m.–5:00 p.m., Monday through Friday. The phone number for DSP is (213) 740-0776.
Statement on Academic Integrity: USC seeks to maintain an optimal learning environment. General principles of academic honesty include the concept of respect for the intellectual property of others, the expectation that individual work will be submitted unless otherwise allowed by an instructor, and the obligations both to protect one’s own academic work from misuse by others as well as to avoid using another’s work as one’s own. All students are expected to understand and abide by these principles. Scampus, the Student Guidebook, contains the Student Conduct Code in Section 11.00, while the recommended sanctions are located in Appendix A: http://www.usc.edu/dept/publications/SCAMPUS/gov/. Students will be referred to the Office of Student Judicial Affairs and Community Standards for further review, should there be any suspicion of academic dishonesty. The Review process can be found at: http://www.usc.edu/student-affairs/SJACS/.
All work you submit must be your own and you may not inappropriately assist other students in their work beyond the confines of a particular assignment. There is a no-tolerance policy for academic misconduct in this course! The minimum penalty for academic misconduct will be a failing grade (F) for the course – further academic and disciplinary penalties may be assessed.
1