We’ll be deconstructing five different media experiences, Sleep No More among them, in an attempt to explain what makes them work-and in particular, what makes them work right now.įor Nightingale, Sleep No More is part of a journey that began on a random day in 2002. This afternoon at 3, I’ll be exploring this at South by Southwest Next Stage with Susan Bonds, CEO of 42 Entertainment (the group behind Why So Serious? as well as Legends of Alcatraz, the latest installment of which played out in Austin yesterday), and Paul Woolmington, founding partner of the branding agency Naked Communications. But the desire for immersion has spilled over into the purely analog world as well, as Sleep No More attests. SLEEP NO MORE EXPLAINED MOVIENoire to alternate reality games like Why So Serious?, which drew more than 10 million people into the saga of The Dark Knight before the movie opened. People have always wanted to immerse themselves in stories, and digital media have given them any number of ways to do so, from Grand Theft Auto and L.A. Surreally, voyeuristically, even hypnotically immersive. The best explanation anyone can come up with: It’s immersive. We think our audience is intelligent enough to work it out.” Apparently they are-for not only is Sleep No More still running, it’s playing to sellout crowds. “An art experience? A piece of theater? Nightlife? We don’t want to tell you. “What is it?” asked Punchdrunk producer Colin Nightingale over breakfast the other day.
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