XMediaLab: Film X-tended

The digital innovators behind Avator and Lost will be coming to Melbourne for XMediaLab: Film X-tended -- a screen industry event held as part of the Melbourne International Film Festival on July 28, 2010, at ACMI.

XMediaLab Film X-tended explores what digital can bring to a feature film, with a focus on ‘transmedia’: the use of digital platforms to extend narrative and build interactive content around a linear property.

The line-up includes Jeff Gomez, CEO of Starlight Runner Entertainment, who was behind transmedia strategies for Avatar, Pirates of the Caribbean and Transformers.

Apps, online extensions and Alternate Reality Games will be explored as ways of extending the narrative and reach of the film.

The event will also focus on social media strategies giving audiences the opportunity to connect and participate with characters, filmmakers and each other.

“Digital technology offers filmmakers enormous opportunities across creative, marketing and business,” said Martha Coleman, Screen Australia’s head of development.

“With this event Australian film and television practitioners will have the opportunity to learn from and work with the world’s leading transmedia pioneers.

Film, screen and digital media professionals are invited to attend XML: Film X-tended Pro Day Conference on 28 July at the Australian Centre for the Moving Image.

www.xmedialab.com