elan lee - innovations in storytelling at sic2012

@elanlee

Innovations in StorytellingThe audience is ours to lose

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Stats

Statistics

How many of you watch shows

exclusively on TV?

0%

25%

50%

75%

100%

20042012

Stats

2012Number of Users:

20121 billionNumber of Users:

2004


Number of Users:

2004


1Number of Users:

-10%

-7.5%

-5%

-2.5%

0%

2.5%

5%

May 2011Jun 2011 Jul 2011Aug 2011Sept 2011Oct 2011Nov 2011Dec 2011Jan 2012Feb 2012Mar 2012

3%

1%

3%4%

-2%-3%

-3.5%

-6.5%-6% -6%

-8%

Source: Citi Investment Research and Analysis; Nielsen

Change in Live + Same Day Ratings

0%

25%

50%

75%

100%

20042012

How many of you watched most movies in a theater?

Stats

2012Cost of Gas (per gallon):

2012$4.55Cost of Gas (per gallon):

2004

2012$4.55Cost of Gas (per gallon):

Cost of Gas (per gallon):

Box Office Admissions

1.3

1.4

1.5

1.6

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

1.28bn

1.34bn

1.42bn

1.34bn

1.4bn1.4bn1.38bn

1.5bn1.52bn

1.57bn

Source: MPAA

0%

25%

50%

75%

100%

20042012

Who uses a smart device while

watching TV?

Stats

2012 2004

2012 2004

You’re Fired!!

Simultaneous Use of a SmartphoneWhile Watching TV (2012)

At least once a day

At least once a week

At least once a month

Never 14%

22%

23%

41%

Source: Nielsen

Total: 86% Usage

Lessons

Lessons(for audience entrapment)

promises1.

Deliver on yourpromises1.

technology2.

George Melies D.W. Griffith Orson Welles

technology2.

Challenge yourtechnology2.

byzantiumtests.com

think like them3.

Admit you don’tthink like them3.

Lessons for AudienceEntrapment

on yourpromises

DeliverLessons for Audience

Entrapment

your technologyChallenge on your promisesDeliver


your technology you don’t think

like themChallenge

on your promisesDeliver


Admit

your technology you don’t thinklike them

Challenge

on your promisesDeliver


Admit

Thanks!

more here: @elanlee

elan lee - innovations in storytelling at sic2012

Technology