Ed Ulbrich, the EVP/President Commercial Division, Digital Domain, held a seminar this morning at the Boards Summit Europe. With the case study of Tron he showed us that one can make lemonade out of writers strikes (as they dug through the dusty movie-script vaults to find the Tron gem), and that the way forward is creating a multi-faceted world, which in turn creates new opportunities for marketers. All these ideas they learned from Tron prompted the company to launch a sister entity, Mothership, focused on the transmedia opportunity.
Ed: "This was birthed from the commercial division of Digital Domain. "
"How many of you have seen that? Do you know what that is? A lot of people believe it's a trailer for a movie. But it's not. There's a lot of work that's been done about two and a half years ago. This was done before there was a movie, before the game - what you just looked at was a protype of an entertainment property."
The way movies usually are created is by a script traversing the ladder of approval, but with this visual feast Digital Domain had something to show the game creators, the movie creators, the amusement park designers and each audience in turn could take from it a film, a game, a ride.
"That's why I'm saying Tron is not a movie, because that's not a movie. It's the starting point of everything."