ON: The Art of Storytelling

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ON: The Art of Storytelling

By Joanna Peña-Bickley

March 16, 2009

1 min read

The film industry has finally caught on that there is more to promoting their content properties than launching a branded widget or throwing up a MySpace community. If you want to create a real fan, involve them in storyline and blur the line between the story and their reality.

This is exactly what Hollywood has begun doing. Lets start with the site for the film 2012. A faux group called the Institute for Human Continuity is focused on
ensuring the existence of human life after Earth is decimated by a
series of events foretold by the Mayans. The Institute has several possible
disaster scenarios outlined and links to survival guidebooks --
including one detailing how to survive a tsunami.

Visitors to the
Institute can sign up for the IHC Lottery, which offers people across
the globe an equal chance at living through the year 2012. I love this approach because it is what Hollywood does best. Ahhh!!!! (sign of relief) The message and the medium sharing an idea and space in a viewer's life.

Visit the site at http://www.instituteforhumancontinuity.org

Tagged: 2012 · Film · IHC Lottery · John Cusak · Mayans

Comments

TerriRains

April 23, 2009 at 12:30 pm

It is interesting that the people who do some of the best storytelling in history–those in the film industry–have been slow to apply those skills to the marketing of their products.
It looks like that might be changing.