The nice thing about transmedia is you can put something out there, very small, a character, a personality, a bit like the robots that we make of the demographic replicator. And prototype things quickly. The cost involved of actually acquiring a script... Get a book, turn it into a transcript, opting the actors, do the financing, get the film out there, get it tested before it goes live and people go: 'It's not good. Change the ending.' Why don't you just build the whole thing in front of the public and let the public kick at it a lot. Then you know you're making the thing they want to see. Now this has been done badly as well. Snakes on a Plane. Get people to chip in ideas and they just like... It's not going to fly. You still need quality people at the top to do the editorial if you're going to go down that route. And with that arbiters of taste. They have something special about them. They're the ones that do the stuff we all want to see and the stuff that gets pirated a lot. They're the bench-mark.
So what the media industry needs to understand, what the technology guys have done well, and Google did this really well, is prototype and release early. You're going to shoot an episode because you think it's the cheapest bit of doing a twelve part? Why don't you just go and get the character to do five minutes to screen to introduce themselves and if the audience like that character, then do the episode. So why don't you get the actor to do his or hers interview piece? Audition as the character and let the audience see that: 'Yeah, he'd be good for that, I think.' Eight out of ten people say: 'Give it a go. Move on.' So you test everything first. Then build it up. Because if you're testing, you also see what other interests people have. And at the end of the day, when you get that film out there, the cinema is going to be selling services. So why aren't you already planning more services around the content that you want to make? We've got to stop thinking about pieces of content. Transmedia gives us the idea that there's services and content mixing together.