This document discusses the development of a transmedia property called "Blacklight" across multiple platforms. It begins with Fox Atomic making a deal with Union Entertainment and Zombie Studios to turn the tactical shooter video game "Blacklight" into a movie and comic book. The game is still in early development. This represents a new approach of coordinating development of a property across different media from the start. The document then provides details about the "Blacklight" story and production plans for the game, movie and comic. It presents this as an example of the growing trend of "transmedia storytelling".

2. W E CR E AT E
WORLDS

3. “The shortest distance between two
people is a story.”
- Ancient Proverb

4. 5/17/2010 12:25 P.M.
Latest News Reviews Features People News Charts Opinions Events Photos Videos
FILM TV LEGIT MUSIC TECH INTERNATIONAL Hot Topics: The Economy VarietyMediaCareers.com 5/17/2010 12:25 P.M.
5/17/2010 12:25 P.M.
Latest News
Latest News Reviews
Reviews Features
Features People News
People News Charts Charts
Opinions Opinions
Events Events
Photos Photos
Videos Videos
FILM
FILM TV
TV LEGIT
LEGIT MUSIC
MUSIC TECH TECH INTERNATIONAL
INTERNATIONAL Hot Topics:Hot Topics: The Economy
The Economy VarietyMediaCareers.com
VarietyMediaCareers.com
Email or Share Print
Technology
Blacklight set up as a movie at Fox Atomic
Email or Share Print
RSS Feed Bookmark Email or Share Print
Email or Share Print
while the game's still in the works Posted: Wed., May 5, 2010, 4:00am PT
Email or Share Print
Blacklight set up as a movie at Fox Atomic
Email or Share Print
Get Variety: RSS Feed Bookmark
By: Variety Imagine's "Transmedia Storytelling" Deal
Bookmark
RSS Feed
Published: Mon, March 16, 2009, 9:03 PM
| Comments ( 4 ) | TrackBack ( 0 )
PacificDigital game's still in the 'UFO' in its sights
while the Subscribe
Mobile
Transmedia has works Get Variety:
Get Variety:
Newsleter Variety
By: Signup: Mobile Digital Subscribe
New company will work across multiple platforms By MIKE FLEMING | Tags: Marketing, Movies, New Media | Friday January 22, 2010 @ 10:42am EST
Published: Mon,
March 16, 2009, 9:03 PM
Enter your email address Newsleter Signup:
Mobile Digital Subscribe
It's the only first-look deal Brian Grazer recalls giving out since he and
We all know the drill with video games that become
By Comments ( 4 ) | TrackBack ( 0 )
| DAVE MCNARY
SIGN UP Enter your email address
Imagine Entertainment partner Ron Howard hooked up 28 years ago.
movies and vice-versa. If it starts as a game, the movie SIGN UP
Newsleter Signup:
comes out several years after the game first becomes -- Advertisement -- And it's with a company that hasn’t yet made a film. But Blacklight Trans-
Enter your email address
We all know the drill with video games that become SIGN UP
popular and, in an effort to reach a mass audience movies and vice-versa. If up with as a game, the movie Weir, Layne Bednar and Steaphan Weirmedia gives Imagine a foothold in “transmedia storytelling,” an area
Robert Evans has linked it starts Henri Kessler, Liam to launch Pa-
without alienating the core fans, usually ends up pleas- comes out several years after the game first becomes company that operates across multiple platforms.feels will have-- increasingly important place in how producers
Grazer-- Advertisement an
ing no one. If it starts as a movie, its gets licensed 15 cific Transmedia Corp., a film fund and transmedia
popular and, in an effort to reach a mass audience maximize franchises by simultaneously rolling them out in multiple
months before release, giving the developers barely - -
without alienating the core fans, usually ends up pleas- platforms.
enough time to get a game out, let alone one that's First production is the $130 million-budget "UFO," based on the 1970s British TV series, with veteran visual
ing no one. If it starts as a movie, its gets licensed 15
high quality. effects supervisor Matthew Gratzner making his directing debut. PTC will sell the film at the Cannes Film Fes-Blacklight Transmedia will begin shopping 20 intellectual
months before release, giving the developers barely - Post-Sundance,
tival this month withacast being let alone lensing starting in November.
enough time to get game out, set and one that's property creations. But rather than limiting them to film, the company will
Some folks in Hollywood are trying to find a new way around that conundrum. The formula is high quality. have fully-fleshed storylines and designs that will also be shopped for
simple: Get some geeky producers, video game developers, studio executives, etc. together "UFO," penned by Ryan Gaudet and Joseph Kanarek, revolves around SHADO (Supreme Headquarters TV, graphic novels and new media deals. The firm was
videogames,
at the creation of a property, before there are any dollar signs, release dates, or unit sales to Alien Defense Organization), a secret military operation battling an alien race- that's been kidnapping last year with that strategy by Zak Kadison and Eric Lieb (former
formed and
Some folks in Hollywood are trying to find a new way around that conundrum. The formula is
get licensing folks' attention, and develop it for multiple media all at once. killing humans for decades and using the body parts.
simple: Get some geeky producers, video game developers, studio executives, etc. together execs from Fox and Fox Atomic) and veteran Seattle-based vidgame
at the creation of a property, before there are any dollar signs, release dates, or unit sales to developers Mark Long and Joanna Alexander. Kadison showed Grazer
Today comes a really intriguing example of that new approach: Fox Atomic has made a deal Project was announced last and develop it for multiple media all at once.
get licensing folks' attention, summer; Kessler and Avi Haas are producing with Evans exec producing. 10 properties, and Grazer will likely become film producing partner on
with production/management company Union Entertainment and developer Zombie Studios to
most of them.
turn the tactical military game "Blacklight" into a movie and comic book (that's concept art PTC's goal is to really intriguing example of that new approach: Fox Atomic to six years.deal obtained initial funding
Today comes a produce two to three films per year over the next five has made a It's
from the project around this post). You haven't heard of "Blacklight?" That's because it's in with production/management company Union Entertainment and developer Zombie Studios to
through private investors and said it is in the process of raising $350 million in deployment capital in equity which are designed to sustain three films, span genres from horror to epic scifi, each focusing on a
The properties,
early development at Zombie, the Seattle-based maker of "America's Army" and the upcoming
and debt.tactical military game "Blacklight" into a movie and comic book (that's concept art
turn the world and not a central character, with each venue supplying separate but complementary storylines that will keep
"Saw." It doesn't even have a publisher yet. from the project around this post). You haven't heard of "Blacklight?" That's because it's in consumers interested in each platform. While Kadison wouldn’t disclose specific projects, he said the creatives work-
Union, which specializes in putting together games, movies and comics (they made the deal The company also plans to tap public capital markets through a primaryand the upcoming
early development at Zombie, the Seattle-based maker of "America's Army" public offering later this year.
ing on them include Chad St. John (Sgt. Rock), Skip Woods (A-Team), Marc Forster (Quantum Of Solace), Dave
"Saw." It doesn't even have a publisher yet.
for "The Darkness" game and have the video game concept "Zero G" set up at Fox) took at Semel (Heroes), Kyle Ward and Mark L. Smith.
look at "Blacklight," saw the multi-media potential, and helped sell it to Fox Atomic, the Kessler told Daily Varietyin putting company's doing so not just to raise funds but also to provide transparency.
Union, which specializes that the together games, movies and comics (they made the deal
studio's youth-skewing division. for "The Darkness" game and have the video game concept "Zero G" set up at Fox) took at “The projects I saw were well thought out concepts with strong underlying symbolism and archetypal foundations, with
He said that the Producers Guild of America's recognition of "transmedia" as a new production credit last
look at "Blacklight," saw the multi-media potential, and helped sell it to Fox Atomic, the graphic novels and designs that were exquisite,” Grazer told me. “We can’t afford to buy to buy Marvel, so the key is
Fox Atomic is now developing "Blacklight" as a movie and comic book and has hired Jason month had galvanized the launch of the company after several years of planning.
studio's youth-skewing division. to find another generating source for movies in that universe. Zak was enormously charismatic and his ideas were
Dean Hall to write the feature script and also create the world that will be drawn on for all different from the typical movies Imagine has made. I wanted to bet on him and his team.”
media. Meanwhile, Zombie is taking the momentum of a movie deal with it to seek a publisher.
"That Atomic is now developing "Blacklight" as we were on comic book and -- and that we should use the word
Fox announcement made us believe that a movie and the right track has hired Jason
Union is attached as a producer on both the game and movie side.
'transmedia' in our the feature script and also create the world that will be drawn on for all
Dean Hall to write name," Kessler said. Kadison oversees film and TV projects, while Lieb runs the comic and graphic novel creations. The vidgame execution
media. Meanwhile, Zombie is taking the momentum of a movie deal with it to seek a publisher. is spearheaded by Long and Alexander who are co-CEOs of Seattle-based Zombie Studios, which has been around
I got on the phone today with everyone involved to find out how this unusual project got put together and what it might mean for the
Union is attached as a producer on both intellectual properties for platforms including films, video games, designing and producing 28 games on every platform.
PTC develops, finances and produces the game and movie side. since 1994
future of games and movies. The conversation included Zombie co-CEO and "Blacklight" creator Mark Long; Fox Atomic development
director and comics editor-in-chief R. Eric Lieb; and Union's president Richard Leibowitz, Creative Director Dan the phone today with everyone involved tomerchandising. unusual project got put together and what it might mean for the
games, books, music, mobile applications, and find out how this
I got on Jevons, and manager
Though Imagine itself is a prolific self-generator -- Robin Hood gets released in May, Cowboys and Aliens will shoot
Dmitri Johnson, who are attached as producer and executive producers, respectively. Here are some excerpts: games and movies. The conversation included Zombie co-CEO and "Blacklight" creator Mark Long; Fox Atomic development
future of
"Our eyes are on the future of entertainment," Kessler said. "So much of filmed entertainment this year so will the Allan Loeb comedy Howard will direct with Vince Vaughn -- Grazer said his focus has been to
director and comics editor-in-chief R. Eric Lieb; and Union's president Richard Leibowitz, Creative Director Danas
today is Jevons, and manager
Ben Fritz: First tell me what exactly "Blacklight" is and how it was created. much more than who are attached as producer and executive producers, respectively. Here are somesucceed emer-
Dmitri Johnson, film; they are franchises, multimedia entertainment and marketing platforms. With the exclusively in one medium like film or TV. He admired how properties like Star Wars and The Matrix
excerpts:
expanded successfully beyond films, and liked Kadison’s proactive expansion approach. “Studios gobbled up pre-
gence of transmedia as a viable trajectory, Pacific Transmedia plans to have a basis in film with a complete
Mark Long: About a year ago, I started thinking about where we were going to go next. We specialize in military [first person shooters].
transmedia component, complemented with our and how it was created. branded properties like Asteroids and Battleship, but as an exec I would hear pitches from writers and see nobody
Ben Fritz: First tell me what exactly "Blacklight" is own P&A."
I began thinking about a team tactical shooter set in the near future. A near enough future that it could be based on science fact, not coming with visuals, and there was nobody at the studio managing intellectual properties over all divisions,” Kadison
fiction. said.
Ellen WanderAbout a year ago, I started thinking about where for PTC.going to go next. We specialize in military [first person shooters].
Mark Long: of Film Bridge Intl. will handle foreign sales we were
I began thinking about a team tactical shooter set in the near future. A near enough future that it could be based on science fact, not
fiction. -
PTC also has two other projects in development -- Eric Watson's directorial debut "Anika," a $15 million
budget coming of age drama written by Ramon Fernandez; and $35 million-budget 3D sci-fi thriller
"NYC2123," based on the Playstation graphic novel created by Chad and Paco Allen, with John Hampian and
Daniel Ortiz penning the script.
TRANSMEDIA IS IN THE NEWS

5. What is Transmedia
Storytelling?
Transmedia storytelling is the
vanguard process of conveying messages,
themes or storylines to a mass audience
through the artful and well-planned use of
multiple-media platforms.
It is a philosophy of communication and
brand extension that broadens the life-
cycle of creative content.

6. What is Transmedia
Storytelling?
The results of integrated transmedia
storylines include:
Intense loyalty
Long-term engagement
Consumer desire to share the experience
Lifespan extension of a property beyond
normal retail windows
Substantially increased revenue

7. FEATURE
FILMS TV
VIDEO
BOOKS
GAMES
LIVE
ONLINE
EVENTS
MOBILE ANIMATION
SOCIAL
NETWORKING MUSIC

8. FEATURE
FILMS
VIDEO
BOOKS
GAMES
SOCIAL
NETWORKING ONLINE
LIVE
ANIMATION
EVENTS
MOBILE MUSIC
TV

10. Results
Books Videogames
Web Portals Toys
Starlight Runner
Entertainment

16. Diving deep into the core of the property
reveals the tools a producer needs to
expand story for a lifetime.

17. CREATING UNIVERSES
While the audience has the luxury of enjoying the
Universe without necessarily understanding why,
you must make a commitment to developing an
appreciation for the finer art of the franchise, as
well as its mythic underpinnings.
The Universe is not just about fine characters and
beautiful settings. It is a reflection of you that
stands up to scrutiny and deep analysis.
This is what creating a franchise Concept
Document, Story & Style Guide or Bible, and
ultimately a Mythology, is for:

18. The Message
Great fictional universes
often hold only a single,
but vital message.
Theme and variation
based on that message
must be embodied in the
hero and woven through
every aspect of the
franchise.

19. BRAND ARCHETYPE
Some brands are so extraordinary that they become larger-than-life,
symbolic of entire cultures, admired by consumers around the world.
Understanding and leveraging archetypal meanings—that is, finding
the soul of your brand and then expressing it in ways that tap into
universal feelings and instincts—are key prerequisites to effectively
creating and marketing content drawn from the brand’s fictional canon.
When these archetypes, these
deep psychic imprints, are
understood and employed, your
brand not only gains meaning, it
can gain market share.
Successful brands draw on
responses to such archetypes as the
hero, outlaw, lover, sage, magician,
creator, and innocent, and these
responses cross lifestyle and
cultural boundaries.

22. A Transmedia Narrative project or franchise must consist
of three (or more) narrative storylines existing within the
same fictional universe on any of the following platforms:
These narrative extensions are NOT the same
as repurposing material from one platform to
be cut or repurposed to different platforms.
Film Publishing Special Venues
Television Comics DVD/Blu-ray/CD-ROM
Short Film Animation Emerging Technologies
Broadband Mobile Narrative Commercial and
Videogames Marketing rollouts

23. A Transmedia Producer also creates and implements
interactive endeavors to unite the audience of the
property with the canonical narrative.
This element should be considered as valid
qualification for credit as long as they are related
directly to the narrative presentation of a project.

24. A Transmedia Producer credit is given to the
person(s) responsible for a significant portion of
a project’s long-term planning, development,
production, and/or maintenance of narrative
continuity across multiple platforms, and
creation of original storylines for new platforms.

25. Transmedia Producers may originate with a project or
be brought in at any time during the long-term rollout
of a project in order to analyze, create or facilitate
the life of that project and may be responsible for all
or only part of the content of the project.
Transmedia Producers may also be hired by, or
partner with, companies or entities which develop
software and other technologies and who wish to
showcase these inventions with compelling, immersive,
multi-platform content.

26. To qualify for this credit, a Transmedia Producer
may or may not be publicly credited as part of a
larger institution or company, but a titled
employee of said institution must be able to
confirm that the individual was an integral part of
the production team for the project.

27. Jeff Gomez President / CEO
Mark Pensavalle Executive Vice President
Chrysoula Artemis Creative Director
Darren Sanchez Production Director
Fabian Nicieza Lead Writer
Caitlin Burns Lead Editor
Steele Filipek Writer
David Zeichner Editorial Coordinator