Lee, E ~ Joystiq interviews Elan Lee

Lee, Elan
Joystiq interviews Elan Lee of 42 Entertainment (19.12.2010)

“if you think of an ARG, the whole point of an ARG is to engage the audience member in kind of this bizarre ‘trust dance,’ this concept where they want desperately to believe that this stuff is real because it makes it more fun, and the role of an ARG is to do everything in its power to make them not feel stupid about taking that leap with us. And we are in this bizarre position where product placement actually enhances that. If the characters in your story are doing real things, are going to a restaurant that actually exists, that makes the game better, rather than worse. That kind of product placement lets you take that leap with us so much more easily. Because ‘Oh my god, what if this thing is real? What if this person does exist? What happens if I go to that restaurant? What happens if I buy that product? What if… what if… what if…'”

About the author

Woitek Konzal

Producer, Consultant, Lecturer & Researcher. I love working where technology meets media in novel ways. Once, I even won an Emmy for digital innovation doing that. Be it for a small but exciting campaign about underground electronic music collectives or for a monster project combining two movies, various 360° videos, 72 ARG-like mini puzzles, and a Unity game, all wrapped up in one cross-platform app – I have proven my ability to adapt to what is required. This passion for novel technologies has regularly allowed me to cross paths with tech startups – an industry and philosophy I am all set to engage with more. I intensely enjoy balancing out my practical work with academic research, teaching, and consulting. Also, I have a PhD in Creative Industries, a M.Sc. in Business Administration, and love to kitesurf.

Be the first to comment

Leave a Reply