The approach of storytelling has transformed through the years. Nowadays, with changing demands of audiences, cross-media storytelling seems to change ways in which stories are presented and experienced. In simple terms, cross-media storytelling is an approach to storytelling that uses multiple media platforms to narrate a single story. It is believed that through the use of different kinds of mediums like books, games, and films among others, cross-media storytelling delivers unique and engaging experiences to the audience. In addition to that, this storytelling strategy also allows groups of people to engage with the stories in different ways, which results in a surge in audience numbers. For example, if a book is adapted into a film, TV show, or video game, it is most likely to attract more eyeballs than any linear medium.
Benefits of cross-media storytelling
Apart from increased audience engagement, it also enhances the chance for expanded revenue systems. A storyteller is believed to enter into new markets and revenue streams through content creation in different mediums. This approach seems to increase creative freedom also. Portraying different aspects of the story and characters in a single medium is believed to be challenging sometimes. Storytelling across different platforms seems to liberate storytellers to explore different aspects of the story and characters. For example, an adaptation of a book into a film or game can explore different shades of the story than the book did.
Examples of cross-media storytelling
Adaptation of a book into a film or television show is nothing new. From The Ramayana, and Mahabharata to Devdas, Pather Panchali among others, several epics or novels were adapted into films and TV shows in India. But in recent times, many companies and creators seem to create a compatible narrative that is distributed across platforms like books, films, games, and social media. For example, the Marvel Cinematic Universe is an example of successful cross-media storytelling. The Marvel Studios releases films, TV shows, and web series that are interconnected and tell a single story. Not to mention, they have managed to create a loyal fan base that has been eager for new releases. As per Statista, the Marvel Cinematic Universe was the highest-grossing film franchise with a total worldwide box office revenue of $29.55 billion in July, 2023.
Another example of successful cross-media storytelling is the Harry Potter franchise. The series of novels, written by J K Rowling was adapted into multiple films. Even after years of the release of the final book of the series, its fan base seems to support the story. The series had a worldwide revenue of $9.58 billion in July 2023, as per Statista.
Challenges ahead
Other than presenting lots of opportunities for creators, cross-media storytelling also comes with challenges. For example, maintaining consistency across several mediums is believed to pose a challenge as each media platform has its unique users and their demands from storytellers. It is often noticed that storytellers get involved in too much marketing when they have been publishing their content on several mediums. However, it is believed that an overdose of marketing can turn off the audience.