Film, and it’s cultural attempt at the sublime.

sublime –

  1. of very great excellence or beauty
  2. (of a person’s attitude or behaviour) extreme or unparalleled.

To immerse audiences into film, companies understand that there needs to be a layer beyond the actual film itself to promote and capture people to make it a blockbuster that would attract income, investment and creating the sublime story.

A great example is Deadpool. The famous Marvel comic book hero is well known for the witty and absurd humour that has millions of fans worldwide. The demand for this film to be made, and made well was very important to fans – when leaked footage was released online (does this break copyright, when it actually ended up bringing Fox massive income?) and fans expressed massive interest.

So when it came to marketing – it was huge. Billboards, posters, skits, advertisements, merchandise… you name it, there was a thing for Deadpool. It was all in line with the character, and attracted the fans and many new ones. This real life storytelling using characterisation and clever promotion transcended the film and brought a transmedia story – the Deadpool film became a hybrid project of distributed content.

Careful crafting of a transmedia story can be the first definition of sublime if done right, and cause fans to behave like the second definition when it works within global and local media cultures.

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