Transmedia in Star Wars

While multimedia is defined as using more than one medium of expression or communication, transmedia is something different. Also known as transmedia narrative or multiplatform storytelling, transmedia is telling a story across different kinds of media, with some kind of audience participation, interaction, or collaboration involved. Multimedia is a single story told over and over again through different kinds of media, and transmedia consists of multiple stories set in one universe, while each is told through different forms of media and complement one another.

Star Wars timeline

A huge example of transmedia can be seen in the multi-billion dollar franchise of Star Wars. While the primary storytelling of the franchise is done through live-action films, there are also video games, action figures, animation series, and clothing that add to the franchise and the ability to tell the story throughout many different forms of media. For example, the animation series Star Wars: The Clone Wars revolves around just the clone wars, a series of wars that was only explored and briefly throughout the live-action films.

Henry Jenkins’ Convergence Culture uses The Matrix series as a similar example. In this, Jenkins writes about how The Matrix makes huge demands on its customers, where in the second movie, the film opens without a recap and makes the assumption that we already know all about their universe. Additionally, the filmmakers put things in the movie that would not make sense unless you play the computer game.

Likewise, the animation series Star Wars: The Clone Wars revolves around just the clone wars, a series of wars that was only explored and briefly throughout the live-action films in the Star Wars franchise. They do not explain too much of the movie, they just assume that you know about most of the characters already. In addition, while there are some video games that coincide with the main line of stories, there are slight spinoff video games such as Star Wars: Battlefront and even the kid-spinoff Lego Star Wars.

Lego Star Wars poster

Transmedia in Star Wars encourages and engages participation specifically in many different ways. Not only can people buy tickets and watch the films, but they can also buy merchandise, toys, and action figures from the franchise in order to feel more a part of the story, and as if they were characters of the stories themselves.

The use of various platforms benefits the story greatly. With a huge and ever-expanding universe, it will keep people interested for a longer time, something that would not be possible if there was only one aspect of the fictional universe. There are so many aspects of the story and material for fans and average consumers to be into. If a fan is ever bored of watching the films, the multiple video games of the franchise will be there to keep interest in the story.

Various platforms will give the audience best opportunity to expand in both size and interest. It also helps the franchise financially. With the platforms, people have more reasons to consume as well as more reasons to keep their interests intact. There are many aspects of the story that generate revenue for the franchise. As an example, according to Statistic Brain, book releases from Star Wars last year generated $200 Million, toys generated $1.5 Billion, and the newest film has generated almost $2 Billion in box score sales.   

Works Cited

Jenkins, Henry. "Synergistic Storytelling." Convergence Culture: Where Old and New Media Collide

Harden, Seth. "Star Wars Total Franchise Revenue." Statistic Brain. N.p., 25 Jan. 2016. Web.