The Cross-Media Story Franchise Incubator
The Cross-Media Story Franchise Incubator
Audience Building for Risk MitigationA graduate of Georgia Tech’s Flashpoint start-up accelerator, Gramarye employs
cross-disciplinary expert mentors and a proprietary technology/social media platform to discover, incubate, and vet the next great event story franchises.
GRAMARYE MEDIA LEADERSHIP TEAM: INNOVATION
GRAMARYE MEDIA LEADERSHIP TEAM: BUSINESS
John Adcox, Chief Executive Officer20+ years in Digital and Integrated Media Creative Direction, Strategy, and UX with VP and C-level titles Novels coming from “Big 5” Publisher Award-winning optioned television and screenwriter
Irtaza Barlas, Chief Technology Officer Former Lead investigator of DARPA Self Awareness Program (The world’s preeminent center for Artificial Intelligence) Inventor and Engineer Georgia Tech PhD
Don Dudenhoeffer, Chief Creative OfficerAward-winning Creative Director and Technologist Winner of the first-ever Primetime Emmy Award for Interactive Television(HBO’s Band of Brothers) Serial Entrepreneur
Previous: Studio lead, COO, and CFO Managed project financing for motion pictures ranging in budget from $2 million to $100 million, totaling one half a billion dollars, including some of the largest independently financed pictures including Terminator 2 and Cliffhanger
Alice Neuhauser, President Jon Wroblewski, CFOFilm Fund Manager and Independent Film Producer VP, Development at FuelD Films, a Forbes Fastest Growing Company VP Production Co-founder, first Chinese/US Joint Film Fund
+ +
CREATE HIGH-VALUE, MULTI-CHANNEL FRANCHISES
Select unreleased stories with the
fundamental structure requirements for
franchise success
Add value to the story at every stage of the incubation process to
develop franchise potential
Invest in and build the single most critical element needed for franchise success:
A BUILT-IN AUDIENCE
BIGTHE BUSINESS OF STORY IS
ANNUALLY MORE THAN $1,000,000,000,000
COUNTING MOVIES, BOOKS, TV, GAMES, THEME PARKS, ETC
RISKYTHE BUSINESS OF STORY IS
THEY ARE PERCEIVED AS SAFER, BUT…
STUDIOS MITIGATE RISK WITH SEQUELS AND REMAKES
“PLAYED OUT”Without exception, the executives
we talked to agreed with J.P. Morgan financial analyst Vasily Karasyov:
“The cycle of sequels and remakes has played out," and
"presents a growing risk to film industry profitability.”
INSTEAD?Studios look to option and adapt
books, comics, and games.
They’re looking for brand awareness.
They’re looking for existing engaged fan communities, a built-in audience.
But….
A SYSTEMIC PROBLEMStudios have become “hunters and gatherers,”
seeking established franchise IPs.
Predictive, reliable, and unbiased analytics in entertainment media don’t exist today
Sales figures for books and comics are undependable. These figures indicate store purchases, not consumer purchases
Core elements of a story that inspire audience passion and loyalty are often lost in translation when adapted across media channels
A vision for a cross-media franchise is often missing in the early stages of story development
WITH BUDGETS SOARING AND COMPETITION FOR SCREENS GETTING MORE FIERCE, RISK MITIGATION IS CRITICAL.
NEED BETTER DATA UNCLEAR AUDIENCE BASE ADAPTATION CHALLENGES NO PLAN FOR SUCCESS
HUNTING AND GATHERING“Big Data” Analytics Doesn’t Provide Actionable Data
According to the Chief Analytics Officer at Legendary, a major production company, Studios spend between $250,000 and $3 million on analytics for a single film without uncovering reliable predictive data.
The “big data” information gathered is biased and unreliable, and doesn’t consistently predict success. For that reason, it’s harder and more expensive to make yes/no decisions.
As a result, studios routinely spend $20 million or more a year developing
films that never get made. Less than 1 in 20 television pilots, filmed at a cost of $1m to $20m, are actually aired.
HUNTING AND GATHERINGPublishers Don’t Gather Meaningful Data
“More data would be great, but there’s no way to get it. Sales figures don’t really mean anything. There really is no data available that’s relevant.”
— Eddie Gamarra, The Gotham Group
It’s difficult to know how many copies of a book actually sell. Bestseller lists don’t reflect consumer purchases; they reflect bookstore purchases … which are returnable.
Producers talk about a “book mafia” that options everything in adaptable genres … before the book reaches shelves. Film rights for The Hunger Games were purchased before the book was published.
One producer actually sends his assistant to Barnes and Noble twice a week to buy everything in his target genres with the cover facing out. Without data, he is literally judging a book by its cover!
HUNTING AND GATHERINGAdaptation Challenges
Even books with a built-in, passionate audience don’t always translate to successful films. The Percy Jackson books have audiences comparable to the Harry Potter books, but the films failed.
Publishers and studios have no mechanism to gauge why audiences respond to specific properties. More, publishers make no effort to “own” or monitor the fan communities that spring up online.
For example? one of the largest communities for the book The Name of the Wind is on Tor.com (a division of St. Martin’s), despite the fact that it is published by DAW (a division of Penguin Random House). DAW misses the key opportunity to understand or measure audience passion.
Studios need to understand why audiences respond to a story, and why they are passionate. The fans are talking, but no one is listening.
HUNTING AND GATHERINGPlanning for Cross-Media Development
“I’ve been telling publishers for years that they need a producer, a development executive, on staff so they can develop some of their own IPs — because they’re leaving literally hundreds of millions of dollars on the table every year.”— Matt Battaglia, Producer, Thor and Brothers
Studios look to publishing for story franchises, but….
Publishers usually don’t acquire media rights for the books they publish.
For example, Bloomsbury took the risk to publish an unknown writer named J. K. Rowling, and didn’t see any revenue at all from the Harry Potter films, toys, apparel, and theme park attractions.
There is a need for a business plan for cross-media development early in the lifecycle.
HUNTING AND GATHERINGThere is a Gap Between Book Publishers and Media Studios
While studios are looking for franchises with a built-in audience, publishing is utterly ignoring an incredibly significant phenomenon:
Thriving fan communities form around core, generational stories, just like they form around sport teams.
As with sports communities, story communities are large, passionate, and incredibly valuable. For example….
More than 150,000 fans pay more than $150 each to attend Comic Con and World Con every year, and more than 90,000 pay at least $100 attend Dragon Con. 50% + travel from other cities/countries.
More than 20,000 fans are active on the Harry Potter Forums and the Trek BBS online communities at any given time.
Hundreds of fans consistently pay to attend Star Wars, Lord of the Rings, and Harry Potter “pub crawls” in more than 52 U.S. Cities.
More than 10 million fans joined online “line parties” around the world before meeting in person to see The Lord of the Rings and Star Wars: The Force Awakens. Those groups still meet.
Targeting these communities is a key part of our selection process.
COMMUNITIES FORM AROUND STORIESWHEN A STORY HITS THE MARK, FANS PAY
TO CONNECT AND SHARE THE PASSION
Stories inspire “tribal identity,” and help individuals find others like them — kindred spirits — without geographic borders.
Fans say that their BEST friends are ones who share their love for the particular stories they identify with.
These fans buy tickets to events and collect and wear merchandise. The story becomes part of their identity. In short, they are loyal and dedicated.
Fan communities enable franchises like Star Wars, Harry Potter, and the Marvel films to be perennial, bankable successes.
Gramarye targets these existing communities that congregate … and expands them.
PASSIONATE COMMUNITIES = SUCCESS
IMAGINE BUILDING THIS KIND OF BUILT-IN AUDIENCE… BEFORE A FILM OR PILOT IS SHOT
Gramarye shifts the “hunters and gatherers”
paradigm to an “agricultural”
model, farming stories with blockbuster DNA and thriving, passionate fan communities.
OPPORTUNITYDiscover unestablished stories
with franchise potential
Nurture and develop the asset into a known brand
Build an engaged audience
Control cross-media development rights
What DOES a story incubator DO?
answers three key questions to ESTABLISH THE VIABILITY OF A potential STORY FRANCHISE
Is there an Audience?1 Can we market
to them?2 Can the story be adapted?3
Our mentorship program teaches authors key collaboration and adaptation skills, empowering them to protect the heart of a story across channels without being precious about details. The mentorship team also advises on revisions for adaptation before launch.
Shares, forums threads, and sections highlighted give us insights into which elements are most important.
Decisions in interactive opportunities give us unbiased insights into story preferences that must be preserved in any adaptation.
Connection to Social Media (via shares and games) gives us access to the user’s list of friends, interests, etc, allowing us to to detect patterns that provide marketing insights.
Active user feedback and realtime marketing techniques drive a refined understanding of the customer response.
Data Mining from games gives us deep insights into story and character preferences, which we can track by age, sex, and geographic location
Our sales are direct to consumer (through markets), so we know exactly how many units are sold, and can track demographics.
Forums and community exist within the app experience, allowing us to capture and measure both the frequency and depth of fan engagement and response.
More, we can track and measure social media shares and the viral spread of brand awareness.
UniteS…cross-disciplinary communities of storytellers, producers, artists, technologists, and investors … because there will always be a need
for the core, generational stories that unite us.
HOW DOES A STORY INCUBATOR DO IT?
DISCOVERS…diversified slates of stories in their infancy because
every media franchise begins with the written word.
HOW DOES A STORY INCUBATOR DO IT?
INCUBATES…potential story franchises … just like a business or technology incubator launches companies. It’s the Silicon Valley approach applied to storytelling.
HOW DOES A STORY INCUBATOR DO IT?
VETS…every story through direct interactions with the audience.
Because passionate fan bases = brand awareness = success.
HOW DOES A STORY INCUBATOR DO IT?
MAXIMIZES…the ones that have traction after proving the one key
element studios demand: a built-in audience.
HOW DOES A STORY INCUBATOR DO IT?
THE INCUBATION MODEL WORKS IN OTHER REALMS
developing A
world-class
athlete
We treat potential blockbuster story franchises the same way. How?
Building A
blockbuster
franchise
=
A MODEL FOR IDENTIFYING AND MAXIMIZING
Athlete’s Odds of Success < 1%
Play in high school
Avg high school team coach (that’s probably also a geology teacher)
Best may make minors or play in college.
Play in Major League Athlete’s Increased Odds of Success
Training academy identifiespotential elite athletes sooner
Dedicated strength coach, agility coach, skills coach, etc.
More attractive to scouts and major league
Play in Major League
“NEW WORLD”
Gramarye Media is unique in systematically employing incubation methods to identify elite intellectual properties and working with story creators early in the lifecycle to influence controllable factors. The process ultimately increases the odds of success and add significant value to the IP asset.
Today, that athlete’s talent is treated like a commodity. Systematic efforts using controllable factors are employed to improve the chances of success.
“OLD WORLD”Historically, an athlete developed through high school athletics programs,
the best advancing through college to professional careers
EXAMPLE: PRO BASEBALL
A MODEL FOR IDENTIFYING AND MAXIMIZING
“RAW MATERIALS” CONTROLLABLE FACTORS: TRAINING CONTROLLABLE FACTORS: SPECIAL ATTENTION
Athlete • Raw Talent • Character • IQ • Genetics • Resilience • Coachability
• Skills development • Practice • Strength training • Agility training • Endurance training • Year round focus on a single sport
• Coaching • Schools • Club sports • Specific skill development • Competition • Nutrition
Story Creator
• Talent • Creativity • IQ • Life Experiences • Coach-ability
Storytelling skills development • Characters • Structure • Tone
Audience identification, understanding & development • Researching skills • Proper use of Social media Blogging
Attention to detail. Continuous improvement and editing • Collaborative orientation • Acceptance of feedback Resilience • Encouragement • Humility
Coaching and mentoring by experienced professionals
Input from: • Rock star editors • Multi media Marketing experts • Successful authors • Marketing Professionals • Producer
Networking
Platform development expertise
Funding and investment in the asset
A potential pro athlete can increase the odds of success by participating in “travel ball” leagues and attending elite training academies … before they even reach high school.
• Health behavior • Psychology development • Confidence • Financial resources
• World Building • Genre
EXAMPLE: PRO BASEBALL
The Gramarye Process:
STORY SELECTIONTREATING STORIES LIKE A BUSINESS, PLANNING FOR SUCCESS
AIMED AT AUDIENCE COMMUNITIES THAT ALREADY CONGREGATEBegin with Genre-Specific Stories
Selection of Best-Fit Stories
Rate Via Panel of Industry ExpertsUSING 40+ POINT PROPRIETARY RATING SCALE
Selection of Best-Fit Stories
Identify 10 -12 Best-Fit StoriesTHE ONES THAT HAVE BLOCKBUSTER FRANCHISE DNA
Selection of Best-Fit Stories
Offer Authors A Compelling OpportunityGRAMARYE ACQUIRES RIGHTS; AUTHOR SHARES IN SUCCESS.
Selection of Best-Fit Stories
MENTORSHIPTREATING STORIES LIKE A BUSINESS, PLANNING FOR SUCCESS
The Gramarye Process:
EDITING/ACQUISITIONS TEAMChristopher Golden, Development Editor
NYT Best-selling Author Editor Executive Producer and Screenwriter Comic Book and Game Writer
Juliet Ulman, Editor in Chief
Editor in Chief, Pugilist Press Senior Editor, Random House Shortlisted for the Hugo Award for Best Professional Editor three times
Peter Miller
Literary and Screen Agent, Executive Producer
Chris Soth
Screenwriter (Firestorm) Author, Filmmaker, Screenwriting Consultant, WGAw MFA from USC
Lou Aronica
Founded Spectra at Bantam Books Publisher at Berkley & Avon Founded The Story Plant Award-winning Author/Editor
James A. Moore
NYT Best-selling Author, Game Writer, and Comic Book Writer
Candice Alger
Founder/CEO, Giant Studios Executive Producer of Motion Capture Effects on Avatar, The Lord of the Rings, Warcraft, and more
Paul Jenkins
Novelist, award-winning comic writer, editor, screenwriter, television writer, game writer, and educator
INCUBATION MENTORS
MONTH 1
A PROCESS TO MAXIMIZE A PROPERTY’S POTENTIAL BEFORE & AFTER LAUNCH
MANUSCRIPT EDITING, POLISH JULIET ULMAN, CHRIS GOLDEN, LOU ARONICA
MONTH 2 MONTH 3 MONTH 4
MULTIMEDIA ASSET DEVELOPMENT (MUSIC, GAMES, VIDEO, ART, ETC.)
TESTINGAPP TECHNOLOGY DEVELOPMENT
PLATFORM DEVELOPMENT (AUTHOR/PRODUCT PROMOTION PLAN) JAMES MOORE, CHRIS GOLDEN, PETER MILLER
ADAPTATION PREPARATION CHRIS SOTH, PAUL JENKINS
CROSS-MEDIA DEVELOPMENT PLAN ALICE NEUHAUSER, CANDICE ALGER
ADAPTATION/COLLABORATION COACHING CHRIS SOTH, PAUL JENKINS
APP LAUNCH
PRELAUNCH PROGRAM LAUNCH PROGRAM
Mentorship Program
LAUNCH & MEASURETREATING STORIES LIKE A BUSINESS, PLANNING FOR SUCCESS
The Gramarye Process:
Utilize proprietary digital technology to publish each story in our slates as stand-alone “eBook 2.0” apps for tablets and smartphones Sold as individual apps through the Apple, Google, and Amazon marketplaces
Brand Awareness spreads via a proprietary social media platform
Rich multimedia interactivity enhances the story and engages audiences
DEPLOY STORIES AS ENHANCED “PILOTS”
Combine text, video, music, games, interactive maps, audio book narration, character bios, special effects, social media, and more surprises to make a beautiful and engaging reading experience
Pull the user into a story with integrated Augmented Reality and explorable 3D story/community spaces
Adapt the experience in real time
Stretch the capabilities of a tablet or smart phone to create an entirely new kind of story experience
GRAMARYE TECHNOLOGY: WELCOME TO EBOOK 2.0
CLICK TO VIEW DEMO
BETTER DATA THROUGH OBSERVATIONAL ANALYTICS
Traditional analytics are biased and unreliableThe best tests are primary and involve direct observation
We mine audience preference data across socioeconomic and geographic sectors
Interactions are custom tailored to gain specific insights about story elements
We reply on direct observation of real time reactions to the actual story – not a comp
MARKETINGTREATING STORIES LIKE A BUSINESS, PLANNING FOR SUCCESS
The Gramarye Process:
SELECTED STORIES HAVE CONGREGATING AUDIENCES
All titles have an identifiable, targetable audience that can be marketed too effectively Heavy emphasis on Publicity/Media Relations focusing on publications/blogs the audience frequents.
Aggressive Channel Marketing Efforts inspire impulse buys.
Focus on online reviews, tech news, and genre-specific Web sites, bulletin boards, and blogs, as well as Social Media and live events.
Targeted $250k online, live event, and print advertising/marketing campaign. Why $250k? It is a sweet spot:
FORRESTER RESEARCH: MARKETING “SWEET SPOT”
In the target genres of Young Adult/New Adult Fantasy, Paranormal Romance, Science Fiction, and Procedural Mystery….With $250,000 “Sweet Spot” cross-channel marketing
Expect Projected sales between 400,000 and 1.5 million copies
These numbers were confirmed anecdotally via interviews with industry professionals.
According to Forrester Research, as cited by Publisher’s Market
PROJECTIONS BASED ON PROVEN “RULE OF THUMB”
A tried and true marketing rule of thumb:
…every dollar spent on marketing should equal $4 in additional revenue.
This is consistent with the marketing sweet spot reported in Publisher’s Market, so the reported numbers pass the “smell test.”
(i.e. Amazon placement, “click to buy” adds, DVDs and magazines in the checkout line at the grocery store)
For consumer “impulse” buys, where a customer can see and purchase instantly…
STRATEGY: CROSS-TARGET GENRE & DEMOGRAPHICS
To increase reach, we select titles that appeal to male and female audiences, across key age brackets. While aimed at New Adult audiences (18 to 30), the story should appeal to the upper end of young adult readers (15 to 18).
Of course, we also expect to attract readers over 30.
Since our sales don’t depend on shelf placement in bookstores, where adult and young adult titles are separated, we can appeal to multiple demographics. 0
115000
230000
345000
460000
Young Adult New Adult Cross-Demographic
A THRIVING MARKETPLACE ENGAGED WITH TECHNOLOGY
65 Million UnitsNew Adult (18 to 30) Urban/Contemporary Fantasy and
Paranormal romance titles sold 65 million total units, with average per
title sales of 335,000 units.
43.5 Million UnitsYoung Adult (12 to 18) Urban/
Contemporary Fantasy and Paranormal romance titles sold 43.5 million total units, with average per
title sales of 277,000 units.
These target audiences (age and genre) are early tech adopters While eBook sales have been flat for the past five years, young adult and new adult eBook sales increased by 42%.
57% of young and new adults own a tablet computer, and 64% of them used tablets to read a book in the past year.
64% of young adults who read an eBook participated in an online forum or social media conversation about that book.
Data from PEW Research
Title/Audience Example:
BLACKTHORNE FAIReTARGETING RENAISSANCE FAIR FANS
Blackthorne Faire meets Gramarye’s requirement of a specific, targetable audience that congregates in both physical and online locations.
Localized and Theme-based marketing tactics can help access this demonstrably passionate fan base.
EXAMPLE TITLE:
BLACKTHORNE FAIRE*
Blackthorne Faire is a blend of fantasy and paranormal romance set at a contemporary renaissance festival
5,000,000 PeopleMore than five million people
attended a Renaissance Festival in 2008 ... TWICE
57 Fairs In USThere are 57 Recurring
Renaissance Fairs in the United States every year
*Blackthorne Faire has not yet been vetted by all of Gramarye’s Mentor Team
More than 65% had previously attended a fair within 5 years and more than 37% plan to attend every year.
There are many more Celtic, Old English, Medieval, and other closely related events. Comic Con and Dragon Con hold themed events.
MORE ABOUT FANS OF
RENAISSANCE FAIRS13,680,000 people attended a US-based Renaissance Fair in 2013.*
*According to the editor of Renaissance magazine
MORE ABOUT FANS OF
RENAISSANCE FAIRS
Between 4m and 8m regular attendees … that we can reasonably expect to touch at a low cost. A great example of a existing audience that already congregates.
These people share common interests and traits with people who read fantasy and paranormal romance, two of our target genres (Blackthorne Faire crosses both).
These fans are the primary target
HOW WE REACH THIS AUDIENCE - PART 1Public Relations: Aimed at book and special interest blogs and publications, technology publications (Wired, Fast Company), entertainment industry (Deadline.com, Variety, Hollywood Reporter, etc.)
Events/FestivalsPublic RelationsAdvertisingBlogs & ForumsSocial MediaProduct Placement
Press Releases: Frame stories for media
Media Relations: Aggressive proactive outreach
Media Training: Coach & prepare Author to engage
Blog and Social Media: Development with Author to interact with Audience
Advertising: Contain URLs & QR Codes for impulse purchases
Key-word Ads: Targeting words such as fantasy, mythology, Renaissance Fair, etc
Low-cost ads: Facebook and publications such as Renaissance, Faerie, The Magazine of Science Fiction and Fantasy, Tor.com, etc.
Blogger Relations: Seek reviews and provide free copies to people who contribute to relevant forums and blogs (fantasy, paranormal romance, Renaissance fairs, the Society for Creative Anachronism, games, film etc.)
Special Events:• Leverage Renaissance Festivals
and industry events
• Event Run of Show: attend events and coordinate schedule
• Gaming and Related Films
• Product Placement – both e-versions and physical copies
• Festival booths (People who buy the print version can download the digital free)
Sponsorships:• Various Renaissance Fair and
Celtic Music podcasts • Creating branded Spotify channels, etc.
HOW WE REACH THIS AUDIENCE - PART 2
Events/FestivalsPublic RelationsAdvertisingBlogs & ForumsSocial MediaProduct Placement
300,000 Units Sold
Some 13,680,000 people have at least a casual interest in our topic.(This doesn’t include people who may have similar, related interests, such as music, fantasy, mythology, gaming, etc.)
Approximately 6,000,000 people appear to have “enthusiastic interest”.
Estimate based on a conservative 5% reach and conversion rate. That’s just the beginning.
(This is our base target that we expect to reach with the tactics outlined on the previous slides.)
ESTIMATED DIRECT TITLE SALES
The Gramarye Process:
SOCIAL & COMMUNITYTREATING STORIES LIKE A BUSINESS, PLANNING FOR SUCCESS
Gramarye apps inspire, empower, and provide incentives for users to share
We track viral spread of brand awareness
Measurable social opportunities are built directly into the application experience
Thriving fan communities develop and prove audience size and passion
We use a Deployed and Market-Proven Proprietary
Social Media Platform
A BUILT-IN AUDIENCEAudience Aggregation Establishes Franchise Value
Straight Outta Compton Success Story
Universal spent most of its modest promotion budget for Straight
Outta Compton on social media, allowing fans to customize the “Straight Outta” logo with their own picture and hometown.
The “Straight Outta Somewhere” meme was shared more than 6 million times, leading to a domestic box office of $161,197,785 on a production budget of just $28 million.
Harry Potter and the Philosopher’s Stone Only 500 copies of the 1997 first edition of Harry Potter and the
Philosopher’s Stone were published, with no publicity budget.
Author J.K. Rowling credits the viral spread of awareness via email and online newsgroups for putting the book at the top of the New York Times Best Seller list … two years after initial publication.
FAN COMMUNITIES SPREAD AWARENESSVIRAL SOCIAL MEDIA SHARES = BRAND AWARENESS
COMMUNITIES FORM AROUND STORIES USERS HAVE MULTIPLE OPPORTUNITIES TO SHARE WITH FRIENDS WITHIN THE EXPERIENCE
We empower readers to form and expand thriving fan communities within the app.
Users can engage in discussions and earn rewards and incentives by sharing via email, text, Facebook, Twitter, and GoodReads.
Share Quotes and Passages
Unique Invitations (e.g. Fortune game)
Share Game Results and Scores
Join Integrated Community Forums
Send Video Book Trailer
Remember, communities form around stories … for evidence, look at Comic Con and DragonCon, or the Harry Potter and Star Wars pub crawls. Friends share with people they consider “like them.” Story is a key factor in “tribal identity.”
=INCENTED SHARES & MEASURED ACTIVITY
Some aspect of the story is shared. Users are given
incentives to share multiple times.
The average Facebook user has 338 friends. On average, 7.5% will see
the shares, and 10% will click through.
The result is additional sales … and more Social
Media shares.
KEY SOCIOLOGICAL INSIGHTS ARE GAINED BY MEASURING WHAT IS SHARED AND HOW FAR THAT AWARENESS TRAVELS.
VIRAL EXPANSION & BRAND AWARENESS
Users are given meaningful incentives to engage in community, share favorite passages, their progress, their game scores, and more on Facebook, Twitter, and Goodreads.
Users can even invite their friends to participate in games.
Each Facebook user has an average of 338 friends, of which 7.5% see any given post. It’s reasonable to assume many friends share common interests.
Each reader has REFERRAL POTENTIAL of 1-10 additional readers through social sharing. These additional “earned” sales require no additional marketing funds and enrich the community.
This is a repeating cycle as new readers engage.
SOCIAL SHARES DRIVE FREE, EFFECTIVE MARKETING
400,000 FREE Additional Sales
Initial Direct Sales:
300,000
Tier 3: 75% Share - 25% Engage
10% of those Buy
Tier 2: 75% Share - 25% Engage
10% of those Buy
Tier 1: 75% Share - 25% Engage
10% of those Buy
Enabling users to become brand “champions,” expanding the audience with trackable activity.
Shares inspire active social conversation and build viral brand buzz.
Shares and community/forum participation provide valuable insights into what users consider to be the heart of the story, helping us avoid adaptation challenges.
Shares also provide valuable insights into favorite characters, scenes, locations, images, etc.
WHEN USERS SHARE, WE LEARN KEY SOCIOLOGICAL INSIGHTS ARE GAINED BY MEASURING SHARE DETAILS AND RESPONSES
THESE INSIGHTS ARE INVALUABLE TO BETTER ADAPTATIONS AND MORE EFFECTIVE MARKETING
The Gramarye Process:
PUBLISHING APPSTREATING STORIES LIKE A BUSINESS, PLANNING FOR SUCCESS
PLATFORM
Opus
Story Opulet Generator
Multimedia Assets
Graphics/ Animation
Page Flip Renderer
Story-Awareness
Ribbon Manager
Multi-Reader Profiler
Persistence Manager
To Be Developed
Page Renderer
FIT/FAT Tag Parsers
Awards Manager
Random Effects
Manager
Device Manager
Dynamic Content
Manager
Thread Manager
Event Manager
Opulet Manager
FIT/FAT Tag Generator
Gramarye Function Generator
Gramarye Generator UI
Three-Page State Machine
Loader SplashScreen Handler Unloader
Opulet N
Opulet 2
Opulet 1
Opulet TOC
Opulet Setting
Story Opulets: Encodes the main narrative of the story
Encapsulates tags for ‘story-awareness’ Shows multimedia (video/audio) elements
Opulet Game N
Interactive Opulets: Use ‘story-awareness’ to depict characters
‘Within-the-book’ Interactive activities
Configuration Opulets: Common Configuration Functions
Table of Contents Reader Information
...
Opulet Game 2
Opulet Map
Physics Engine
Look & Feel (CSS3)
Fonts Graphics Animations
Video Clips Audio Clips 3D Models
ASSETS
ENTE
R
UTIL
IZES
INTE
RACT
S
MAIN MODULES
INPUT
Reusable Components
Partially Developed
EVENTS
...
A GRAMARYE TITLE
GENE
RATE
S
Social Media Integration
SOCIAL AMPLIFICATION TECHNOLOGY: PERSONALIZED SHARES, DEEPER ENGAGEMENT
Shares by readers are DYNAMICALLY generated to create a near infinite combination of unique personalized visuals in social media.
Share personalization is story aware — location, scene, character, game, quote, etc.
Personalized shares catch the attention of a user’s friends and increase engagement over standard static posts and ads.
Personalization responses feed analytic insights and get more attention.
“What we’re seeing is impossible. It’s going to rewrite everything we think we know about science. We must solve this mystery! If we can stay alive long enough….”
suzy.planetcallededen.com
A Planet Called Eden: No one expected to find dinosaurs … on a mysterious planet in deep space. Join the immersive adventure.
Hey, all … I am loving this book! Kim is my favorite.
SOCIAL AMPLIFICATION TECHNOLOGY: TRACK AND MEASURE PEER INFLUENCE FACTORS
PEER to PEER recommendations drive responses that ads can’t.
Custom personalized graphics stand out in a busy social media space rise above the noise … because they include a user’s unique identity and touch.
We monitor the influence of all posts, identify key influencers, and track viral reach via a customized dashboard.
This technology is already working and tested in the market.
SOCIAL AMPLIFICATION TECHNOLOGY: LIVE MARKET PILOT, ACTUAL RESULTS
18x Referral Rate
Given fan passion and the overlap of common interests with friends, we project 1 to 5x referral rates that result in a Story App download.
A preliminary tests of a personalized sweepstakes program was expected to return a 1.5 to 2x referral rate.
It actually returned an amazing 18x. These were qualified contacts that gave contact information.
Other programs that have run in local markets have consistently returned 1.5 to 2 x referral rates.
The Gramarye Process:
MAXIMIZE SUCCESSTREATING STORIES LIKE A BUSINESS, PLANNING FOR SUCCESS
Unit Sales Social Shares Community Data MiningShare Frequency, Share
Types, Tags, Relationship Dynamics
Depth, Frequency of Participation, and
Aggregation
User Choices, Insights Gained,
Clarity of Viability
Verified Direct Sales, Referral Sales, App and
Story Reviews
Picking the WinnersSuccess is measured by audience response:
WE PARTNER TO DEVELOP HITS ASFRANCHISES
FILM
VIRTUAL REALITY
TOYS & MERCH
GAMES LOCATION BASED
TELEVISION
Cross-media franchises are worth $billions
Each channel supports and promotes the others
Each channel generates revenue
Investors participate in every exploitation across all channels in perpetuity
4: MAXIMIZE1: DISCOVER 2: INCUBATE
IP Potential • Review by “A List” industry experts • 44-point checklist
to evaluate franchise viability • Requires identifiable, measurable
audience that congregates
• $50k plus additional value offered to engage author and secure rights
• Author Advance ($25k) • IP Option fee ($25k) • Long term financial focus • Forward collaboration • Author actively engaged
• Unique approach in the industry • Attractive opportunity to authors
Author Potential • Raw talent • Coachable • Entrepreneurial • Collaborative
• Development notes from Senior Editor • Polish details with mentors/coaches • Develop cross-media treatment(s)
• Blogging and Social Media • Identify and interact with audience • Establish author/IP brand identity • Capitalize on Facebook, Twitter, etc. • Build fan base and Seed advocacy • Active dialog with customer • Media training • Event planning and training
• Collaboration Coaching • Work with mentor and/or screenwriter • Work with Artists/Designers on Character
Designs, World Designs, Map, Video Sequence Design, Game Design, etc.
• Build Asset Experience utilizing interactive application
• Book App • Social Media Platform • Games • Video segments • Music, Sound Effects • Internal forums/community
• App Launch and Marketing Push • Marketing spend ($100k to $250k) • Apps sold in Google Play, Apple, and
Amazon markets for around $14.95 • Expected Revenue Net >$500k per title
• Community/viral brand awareness tracked
• Audience Preference data mined • Audience validated
• Franchise “Business Plan” • Product lifecycle • Comprehensive media opportunity • Preparation of Product for Development • Resource Plan • Talent Attachments • Audience development plan • Feedback processing and incorporation • Marketing to agents and managers • Ready to Greenlight on Day 1
• Cross-channel Revenue Generation • Films • Television • Animation • Games • Location-based
Each channel supports and promotes the others Each channel generates revenue. Investors own a piece of every exploitation through every channel in perpetuity.
EVALUATE IP/AUTHOR
OFFER/ACQUIRE RIGHTS
MATURE THE ASSET
PUBLICITY MENTORSHIP
PREPARE FOR ADAPTATION
3: VET
BUILD APPLICATION
LAUNCH/MINE DATA& GENERATE REVENUE
CROSS-MEDIA FRANCHISE PLAN
PARTNER TO DEVELOP
THE GRAMARYE INCUBATION PROCESS RECAPStarting early in the life cycle and working with a cross-disciplinary team to develop world class story franchises.
The Gramarye Process:
incubation REVENUETREATING STORIES LIKE A BUSINESS, PLANNING FOR SUCCESS
EARNS REVENUETHE INCUBATION METHODOLOGY
Traditional Studios Spend:
This is a sunk cost
annually on movies that are never made
$20 Millionannually on TV pilots that are never aired
$30+ Million
GRAMARYE’S Incubation Methodology will generate REVENUE even on stories that are never adapted.
EARNS REVENUETHE INCUBATION METHODOLOGY
MAY FALL SHORTOF BREAK EVEN
4-5 Stories
1 OR 2 = BREAKOUT HITS
12 STORY SLATE PROJECTION:
We researched traditional publishing, games, and film/television average returns
MAKE THE WHOLESLATE PROFITABLE
7-8 Stories
This is NOT a sunk cost and…
ONE TITLEPROJECTED APP SALES
Units Sold 200,000
Unit Price $14.95
Gross Revenue $2,990,000
Production/Marketing -$1,000,000
Channel/Author -$1,290,000*
Net Margin $700,000*Liability to author and sales channel (Amazon, Apple, Google Play, etc.)
LOW END
ONE TITLEPROJECTED APP SALES
Units Sold 500,000
Unit Price $14.95
Gross Revenue $7,475,000
Production/Marketing -$1,000,000
Channel/Author -$3,363,750*
Net Margin $3,111,250*Liability to author and sales channel (Amazon, Apple, Google Play, etc.)
MEDIAN
ONE TITLEPROJECTED APP SALES
Units Sold 5,000,000
Unit Price $14.95
Gross Revenue $74,750,000
Production/Marketing -$1,000,000
Channel/Author -$33,637,500*
Net Margin $40,112,500*Liability to author and sales channel (Amazon, Apple, Google Play, etc.)
BREAKOUT
EXTENDING ASSET LIFECYCLE, INCREASING VALUE
The Gramarye process establishes an intellectual property’s cross-media franchise potential and then
extends and enhances its monetization lifecycle.
IP LIFECYCLE MANAGEMENT
GRAMARYE BOOK
MEDIA
MEDIA CHANNEL 2
MEDIA CHANNEL 3
SUPPORTS & RENEWS PREVIOUS CHANNEL
SUPPORTS & RENEWS PREVIOUS CHANNEL
CROSS MEDIA REVENUEONE BREAKTHROUGH HIT
Film Box Office, Toys, TV/Animation, Apparel, Merchandise, Location-Based =
$500M to $5B gross Revenue
FUTURE VISION
EDUCATIONLOOK BEYOND ENTERTAINMENT TO ADDRESS CRITICAL COMMUNITY ISSUES
According to the National Assessment of Educational Progress and the National Center for Education Statistics, learning to read by the end of third grade is crucial. That’s when children start reading to learn other subjects.
Those who are proficient in reading by the end of third grade are much more likely to graduate from high school, and to be economically successful as adults.
About two-thirds of students in fourth grade don’t meet
reading proficiency standards.
IMPACTING EDUCATION CHALLENGES
FUTURE VISION
Our research identified 15 reasons why kids stop reading before the fourth grade.
While more research is required, we believe that our “eBook 2.0” technology can address them all.
In addition, content created for education can be developed as cross-media franchises.
IMPACTING EDUCATION CHALLENGES
FUTURE VISION
READY FOR SUCCESS
NEXT STEPSINITIAL INVESTMENT AND DEVELOPMENT PHASES
Initial Investment and Use of Funds:
This is the only investment round that will dilute Gramarye Media, Inc. Additional investment will be in annual content slates, following the Hollywood studio model.
$3 MILLION YIELDS: 2 MARKETED APPS & PUBLISHING PLATFORM Platform
Development and Operations
Manuscripts (Advance/Option)
Video/Game/ Art/Music
App Marketing
Subsequent Investments in Content SlatesAvg book app sales = 500,000 units Projected net revenue per slate:
IP1, LLC IP2, LLC IP3, LLC IP4, LLC IP5, LLC
IP6, LLC IP7, LLC IP8, LLC IP9, LLC IP10, LLC
Year 1: $31,112,500Year 2: $12,000,000*Year 3: $ 5,500,000*
* Assuming declines similar to book and game sales. However, a boost from cross media or new material from the same author(s), can increase post-launch year sales by 1 to 5x.
Gramarye/Investors
Slate InvestorsAuthor
Investors Participate in All Media ExpressionsGross Annual Revenue Potential for one “hit” $500,000,000 to $5,000,000,000
Total International Film Box Office Gross
Gramarye/Investors
Slate InvestorsAuthor
IP “X”, LLC
$300m - $2bToy Sales
Year 1 Gross$200m - $2b
Apparel Sales Year 1 Gross
$100m - $1b
Merchandise Sales Year 1 Gross
$100m - $1.5bTV/Animation
Licensing$22m
Location Based Licensing
$5m
means magic or secret knowledge. Gramarye (Gram-uh-ree)
It is the root word for glamour, grammar, and the French word grimoire, which means a book of magic spells.
404.759.6069John Adcox
For more information, contact:
Don Dudenhoeffer