Images: Pemberley Digital
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Telling a story this way isn’t easy, however. Su called it “draining” in an interview, because “it’s hard enough to be ourselves on social media, and now you are asking a group of writers to run 13 different social media accounts?” He guessed that based off the 200,000 subscribers to the main YouTube channel versus the 40,000 followers across social media profiles, about a third of his total audience was tuning in to the transmedia side of the story. “If you have your top creative people creating content for a third of your audience, is it worth it?” asked Su. “Especially if you can’t monetize it…is that the best use of your writer’s time?”It’s complicated, explained Su. “You can’t just bring in a PR person to come and tweet as Lizzie [the main character], because you don’t want to break the canon.” The canon here is the nine-plus hours of story, and interacting with the fans can break canon, or even change the outcome of the story. To wit: One time a fan asked Lizzie on social media what her favorite color was, a question that on the surface seemed like not a big deal. “But even that is kind of a big deal,” explained Su, “because if you respond ‘it is green’ and then the fan goes and looks through her videos and then asks, ‘why are you wearing so much blue?’ that answer would break the story.”Wow, so many new followers. I hope my life is interesting enough to entertain everyone.
— Lizzie Bennet (@TheLizzieBennet) April 11, 2012
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The Lizzie Bennet Diaries, dubbed LBD by fans, is profitable now, after the Kickstarter for the DVDs, the YouTube ad sales, all the merchandise sold and the upcoming novelization being released by Simon and Schuster this July. But Su was never able to adequately monetize the transmedia side of his story.With Emma Approved, another Jane Austen adaptation, however, he fixed that.In fact, Emma Approved was designed specifically “to solve this problem of spending all this creative energy on interactive content,” said Su, who even described the show as “perfectly monetized.” Emma Approved as a transmedia property is a lot smaller than LBD; for starters, it’s only on two YouTube channels and has half the characters, so less time spent on Twitter, Tumblr, Facebook, Pinterest and Instagram.Just got a postcard from @SanditonCA - CC @ggdarcy! pic.twitter.com/4ZL2IpQbat
— Lizzie Bennet (@TheLizzieBennet) March 17, 2014
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