Suicide squad was one of the most anticipated movies of 2016 but sadly came as a massive disappointment to audiences for the production and content quality. Lucky for the movie studio it wasn’t the movie that made the revenue. It was the merchandise that accompanied it. Even though the movie wasn’t a success, some of the specific characters were. Harley Quin and the joker, for example, caught on massively, with Harley Quin merch selling out weeks before the movie was even released. Recently when I was in a gaming store I had an employee tell me that ” we sell more Harley Quin and the joker products then all of the other merchandise combined” which is astounding considering the failure that the movie was.
This is a perfect example to show how important transmedia storytelling is in terms of a marketing perspective for different companies. When you take a multi-platform approach when releasing your content or product it ensures you have multiple mediums promoting each other simultaneously. Simply put, if you release a movie that’s rated M (mature audiences) and therefore isn’t suitable for younger audiences, but your company also releases plush toys, you will still receive an income from the younger market. Deadpool, for example, isn’t appropriate for younger audiences but most of the merchandise is:
Transmedia developed due to the consistent technological advancements in all mediums. For example, the different mediums you can provide the same content could be:
- merchandise (jewelry, clothing, board games etc.)
- online games
- cosplay groups
- tv shows
This results in a fail-safe future for all content producing companies, if one form isn’t successful as it was intended (suicide squad) you have all other platforms to fall back upon to ensure you don’t go bankrupt due to one creative mistake, and in turn saving your business.