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Time for producers to step up to multi-platform

The XMediaLab: Film X-tended transmedia conference is taking place today in Melbourne, and keynote speakers and participants told Encore what they’re expecting audiences to learn at the event.

For Nathan Mayfield, chief creative officer and co-founder of the award-winning company Hoodlum, “it’s an exciting time for producers to step up and really learn about multi-platform.”

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Lisa Gray, head of content at The Feds, has participated at these events in London and Sydney. “I get to spend some time with new creatives and hear about their ideas, and they can realise their digital opportunities,” she said.

Producer Andrea Buck said she learned about the value of engaging with the audience beyond traditional film marketing when she distributed the feature The Jammed. “This is an opportunity to get an understanding of the value and the power of cross media, and getting some guidance, ideas and expertise from people who actually know this area,” she said.

Simon Britton from Media Wave says it’s important for creatives to find ways to monetise their content online.

Screen Australia is supporting the event, partnering with MIFF. Development manager Mike Cowap says the objective is to communicate filmmakers and TV producers what cross-platform can do for them.

Encore would like to thank the producer of these vox pops, Viocorp.com.

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