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      23 Feb 2011

      Gaming the Story | Insights from The Art of Immersion by Frank Rose

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      A ringing cake. Sure, it reads like a lost lyric from “MacArthur Park” but it’s actually a key moment in the history of media, marketing and perhaps even marzipan. As recounted by Wired Magazine contributing editor Frank Rose in his recently released tome, The Art of Immersion – How the Digital Generation Is Remaking Hollywood, Madison Avenue, and the Way We Tell Stories, the cake was part of an alternative reality game qua marketing campaign to promote the last Batman flick The Dark Knight, featuring Heath Ledger as the Joker. How a Boston couple found themselves in a bakery asking for a package that contained the cake (and a phone number scrawled upon in icing) is too elaborate to relay, suffice it to say, they (and hundreds of thousands of other participants, online and elsewhere) were enthralled. When the couple dialed the number, a mobile phone that was stashed inside the cake began to ring. Such was the fiendish genius of the game architects at Pasadena-based 42 Entertainment and precisely the kind of touch the Joker himself might employ. Instructions followed and the couple and several others who’d enjoyed similar interactions with the game eventually went on to a private teaser screening. Throughout, a legion of fans followed and aided the unlocking of various clues online, which drew them further into the narrative of not only the game but the Batman flick as well. Participatory campaigns, though not yet par for the course, are frequently being baked in, as it were, to extend narrative experiences beyond our screens and into our daily lives. Throughout his book, Rose examines dozens of such immersive entertainments and makes a compelling case that the best way to enjoy a story is perhaps from within. The inadvertent Zen notwithstanding (mine not Rose’s), one way to reach an audience and have them truly internalize a story (and perhaps develop an addictive need to pony up for its various permutations) is to intrude it into their external reality. Or their toilet stall – that’s what Nine Inch Nails brain trust Trent Reznor did to promote his mid-aughts album Year Zero. A USB drive containing information germane to a post-apocalyptic puzzle that expounded upon the album’s themes was left in a venue’s restroom during a live concert. A young woman discovered the drive and realized it contained an unreleased track, which she uploaded to the web where it went viral. Moreover, the metadata of the track itself was strewn with clues to Reznor’s cryptic vision. At first blanch, the notion of tracking all the curios and red herrings embedded in these projects might seem exhausting or perhaps only the province of those with OCD. To a rabid fan, however, it’s a portal to a parallel universe wherein they can revel in the creation of their favorite artists, characters and stories. Prior to this shift to transmedia-driven engagement, fan fiction (the unsanctioned continuation of narratives by die-hards) was where acolytes and authors shared an uneasy pas de deux. Now, some content creators pre-figure the audience’s desire for to be “in-world” in their earliest conceptions. Like a vampire, however, this can only be achieved through invitation. Fans willingly subsume themselves to the narrative and its myriad points of interactivity (which, increasingly, unfold in a nonlinear manner) such that they essentially become co-authors of the story, motoring it along from rabbit hole to rabbit hole – uncovering clues and delivering their revelations to their online brethren. “Stories become games; games become stories,” writes Rose. What’s fundamental and a likely motivator for much of the activity that swarms around TV series like Lost, video games like Halo and pretty much anything under banner “anime,” is a propensity not just to actively indulge in a fictional universe but to indulge in it with others. As Rose later explains, “Stripped of the apparatus of advanced civilization and pecuniary gain – stripped of Hollywood and television and publishing – storytelling is a simple act of sharing.” So, don’t be surprised when someone invites you to share some confectionery creative content with them – like perhaps a slice of ringing cake.
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      14 Feb 2011

      Elementary, my Dear Watson | Man vs. Machine in the Digital Age

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      With IBM's Watson winning TV's Jeopardy, the artificial intelligence community and its acolytes are all atwitter about this latest "man vs. machine" boondoggle. Matt Creamer, an affable Ad Age contributor was bested by the hulking bot. I did worse – I failed the Voight-Kampff test. Albeit, it was an online version of the “empathy exam” meant to separate the men from the machines as seen in Blade Runner, so it’s likely I’m the victim of some order of digital chicanery. Even though the test couldn’t monitor my “blush response” and “eye movement” as in the film (the “Final Cut” was released on DVD in December), the effect was chilling. I scoured my birth certificate for an “incept date” rather than a birthday. After a hard look in the mirror (while cinematically splashing water on my face), I assured myself I wasn’t a replicant given the raft of imperfections that somehow synergize into my craggy mien. Replicants, as a character observes, are “so perfect.” I’m not. The fictional Tyrell Corporation, which produces the organic androids under the confident motto “More human than human,” would have stamped me “reject” and shipped me to a replicant outlet mall. If I were a replicant, however, I’d hope to be a replicant of the ilk portrayed by Sean Young – impeccably coiffed and inclined to zip off into unused footage of The Shining sooner than Edward James Olmos can say “To bad she won’t live.” The alternative, of course, is enfant terrible Roy Batty, who reversed Oedipus’ self-inflicted punishment by 180 degrees and gouged out the eyes of his spiritual father Tyrell – killing him – while, ironically, demanding more life. Tyrell knew he had it coming. If he had read even a shred of science fiction, he would have known the genre’s first tenet regarding man-made-men: “Play God and be smited by thine own creation.” The King James argot is my own nod to the Old Testament-esque symmetry of the notion (you know, where men were made of mud and women of spareribs). However, it was a teenager in 19th century London that first explored, then exploited the idea. First published in 1818 in London, Mary Wollencroft Shelley’s Frankenstein; or, The Modern Prometheus was borne from a horror story-writing contest meant to wile away a vacation ruined by poor weather The contenders were the author’s then fiancé Percy Bysshe Shelley, Lord Byron and his doctor. The then 19-year-old handily won with her thrilling tale of a tomb-robbing scientist, who creates a life only to lose his to it in a karmic come-uppance. The groundwork, however, was well-trod by a handful of cultural forebears, notably the clay-made Golem of Yiddish folklore (before Tolkien poached its name) and Pygmalion’s formerly marble Galatea. Pinocchio, Carlo Collodi’s morality tale starring animatronic kindling, would continue the tradition in 1881, but with less bloodshed. Despite the admonitions of science fiction, artificial intelligence researchers can’t seem to help themselves from working closer and closer to sentience or at least “singularity,” the much prophesized phenomenon in which a superhuman intelligence emerges through technology that is able to improve itself beyond our ability to comprehend it. A few embers of this Promethean flame might have ignited the minds of researchers at IBM, who, having had their supercomputer Deep Blue trounced by reigning world chess champion Garry Kasparov in 1996, revved up their machine such that was capable of evaluating 200 million positions per second by the following year. When re-matched, it wasn’t the computer’s brute-force calculating ability that Kasparov found intriguing in his opponent, but rather a specific, single move that occurred relatively early in the match. During the second of six games, at move 36, Deep Blue defied expectation and forsook a choice that seemed obvious to the gallery of expert spectators for what proved to be a more nuanced position several plays later. The move, according to Kasparov, suggested a conceptual approach, one that he had not anticipated from a machine. At that point, Kasparov considered the game over. Move 36 sounds like something from the “Kama Sutra for Dummies.” I thought it was a great title for a satire about the death dance of man and machine with titular echoes of Catch 22. Eduardo Kac, a conceptual artist noted for his “appropriation” of biotechnologies, busted the move first, however, in a work surely more concept than art. A press release for a 2004 Exploratorium exhibit of Kac’s “Move 36” announced that “On the chessboard square exactly where Deep Blue made its fateful move sits a genetically modified plant with a synthetic gene whose DNA has been ingeniously translated to represent Descartes’ famous statement, ‘I think, therefore I am,’ using a common computer code.” How this was accomplished is the stuff that android dreams are made of (and why this was accomplished raises troubling questions about arts funding). “The self never belonged as fully to itself as Descartes’ cogito implied or as fully as we want it to,” wrote critic Scott Bukatman of cultural theorist Slavoj Zizek’s suggestion that Blade Runner causes us to confront our own “replicant-status.” I know I confront my own replicant-status every time some spam arrives in my inbox and suggests I upgrade my anatomy. Bukatman’s treatise, a volume in the British Film Institute series, furthers a Cartesian reading of Blade Runner, when he credits Phillip K. Dick, author of the film’s source material, Do Androids Dream of Electric Sheep, for naming his replicant-exterminating protagonist Deckard, a homophone of Descartes (if you pronounce the latter with a mouthful of silicon chips). Perhaps “I think therefore I am…manmade,” might be an apt revision for both Kac’s plant and Deckard, who is revealed to be a replicant himself in the Final Cut. Yeah, but who would win a chess match? Interestingly, some aficionados claim the moves that homicidal Roy Batty plays to checkmate Tyrell are from a famous game played in 1851 by the German chess master Adolf Anderssen. It is known to chess enthusiasts as “The Immortal Game,” an apropos citation for a character in search of “more life, fucker” (director Ridley Scott says this is just a coincidence). It is worth noting that replicants can play chess with aplomb but fail a Voight-Kampff questionnaire that posits hypothetical situations which require a modicum of empathy to answer. Empathy, thus far, remains a distinctly human trait, one that at least some fictional androids have endeavored to comprehend. Data in Star Trek: The Next Generation and Winona Ryder’s compassionately programmed android in Alien: Resurrection attempted this by asking a lot of questions or sharing half-baked observations (“At least there’s part of you that’s human. I’m just... fuck,” laments Ryder). They could just as easily speed-read a library like Steve Guttenburg’s bumbling robot “Johnny Five” did in Short Circuit (though this led to the robot’s existential crisis after reading Pinocchio and Frankenstein back-to-back). In 1983, a year following the original release of Blade Runner, researchers underwritten with $9.8 million grant from the Orwellian-sounding Defense Department’s Information Awareness Office, were working on a pragmatic model of artificial intelligence – dubbed CYC. A founding member of the project, Douglas Lenat, later formed an Austin-based firm Cycorp to oversee CYC, an enormous artificial intelligence project predicated, in part, on teaching a computer common sense. As he wrote in a chapter of MIT’s anthology Hal’s Legacy: 2001’s Computer as Dream and Reality, “A review of the development and implementation of the CYC program shows us how, through applications such as natural language understanding, checking and integrating information in spreadsheets and data bases, and finding relevant information in image libraries and on the World Wide Web…If you have the necessary common-sense knowledge, you can make the necessary inferences quickly and easily; if you lack it, you can’t solve the problems. Ever.” By 2003, the database swelled to nearly 2 million commonsense notions. Now, the public is invited to help supply CYC’s knowledge-base and improve its “thinking” though a web-based trivia game called the “FACTory.” “Once you have a truly massive amount of information integrated as knowledge, then the human-software system will be superhuman, in the same sense that mankind with writing is superhuman compared to mankind before writing,” Lenat is quoted on the company’s website Cyc.com. In an earlier incarnation of CYC’s information acquisition protocol, the computer was taught to ask questions to fill gaps in its knowledge-base. In the mid-80s, Cyc apparently asked “Am I human?” “Yes, questions,” Roy Batty purrs to Hannibal Chew, the eye-maker. “Will I dream?” asks supercomputer HAL in 2001: A Space Odessy. Do Androids Dream of Electric Sheep? asks Philip K. Dick or as RACTER a computer program credited with writing the novel The Policeman’s Beard is Half-Constructed, published in 1984: “More than iron, more than lead, more than gold I need electricity. I need it more than I need lamb or pork or lettuce or cucumber. I need it for my dreams.” Critics, of course, disputed RACTER’s achievement as an assemblage of boilerplate and gibberish. Ay, there’s the rub (or as semantic satirist Richard Lederer presciently put it “Tube heat or not tube heat, data congestion”), just how artificial is artificial intelligence? Director Vikram Jayanti’s documentary Game Over: Kasparov and the Machine adroitly recounts the fateful match between Deep Blue and the world’s then foremost chess champ. That the documentary suggests the machine may have benefited from at least one of Kasparov’s former competitors during the much-ballyhooed 1997 match is immaterial in terms of how the computer’s victory burnished long-held superstitions about technology’s eventual conquest of humankind. Kasparov’s chess showdown was a 20th century echo of railroad “hammer man” John Henry’s folk story with the brawn replaced with brains – the implication being technology might someday conquer both our bodies and our minds (even though legend says Henry’s hammer beat the steam-driven machine intended to replace him, he met his maker shortly after). Perhaps this digital-deity would be an all-seeing, all-knowing and merciful entity, a pure intellect that moves fluidly through the transom that divides high-technology and tremulous whispers of magic. However, if it modeled itself on anything reminiscent of much of humanity’s application of technology – a record more checkered than Deep Blue’s chessboard – I’ll be hiding with my fellow replicants, shrouded in the darkness of a movie theater as Roy Batty looms from the screen and asks “Quite an experience to live in fear, isn’t it?”
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      8 Oct 2010

      Deux Ex Machinima

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      Future film historians might look back on the past decade and pinpoint it either as the beginning of the medium's demise or its evolution into something vital, egalitarian and ubiquitous. Of course, the very notion of "film" is already antiquated, seeing as the vast majority of moving pictures are now created digitally (even the term "digital video" sounds quaintly redundant). Where the culture critics of tomorrow may think today's directors jumped the shark is in the realm of "machinima," a video subgenre that emerged in the aughts in which would-be directors realized they didn't need a camera or even actors to put the power of cinema in their hands—literally—by way of a game-controller. Machinima filmmakers use the realistic 3-D worlds rendered by video-game designers as their mise en scène and operate the inhabitants like digital puppets. Its poster child is the recently wrapped Red vs. Blue series, which uses Halo's first-person-shooter games for its sets, cast and props. The Austin-based company Rooster Teeth Productions supplies the writing, voice talent and deeply sardonic sensibility to depict the opposing colors. With its absurd bureaucratic run-ins and wry commentary on the futility of war, the satirical series is reminiscent of Robert Altman's M*A*S*H crossed with the picaresque trappings of Monty Python's Holy Grail. It's even been favorably compared to Beckett but with less WTF and more LOL. Further substantiating machinima's claim to legitimate cinema, Rooster Teeth recently released The Recollection Collection, a DVD box set of its Halo-inspired oeuvre, and has rightfully locked its claim on a generation's neural map. Of course, it's not the first to manipulate animation with a joystick. That distinction could arguably go to 1983's Dragon's Lair, the first arcade game to use laserdisc technology for an enhanced user experience with cinema-quality animated characters. Players didn't so much control the movement of characters as the flow of the story (rescuing a princess from, uh, the lair of a dragon), in a manner akin to choose-your-own-adventure novels. The animation was hand-drawn by Disney alumnus Don Bluth and was subsequently railed for its sexist depiction of the princess as a boobalicious half-wit. The game, of course, was a hit with adolescent boys who happily ponied up the 50 cents, twice the going arcade rate, to guide Dirk the Daring to his wasp-waisted reward. Video games are just one of a growing array of options available to aspiring auteurs. As Xtranormal, an online filmmaking site, observes with its tagline, "If you can type, you can make movies," all one needs to go from script to screen is to enter some text, pick an avatar or two and watch the web app do the rest. Nearly 10 million projects have been cranked out on the site to date. Among them is The Pitch, a depiction of a meeting gone awry when the writer is asked to write a screenplay as a vehicle for a Slinky toy. The Steven Hawking–esque computer character voices only contribute to the deadpan comedy when the writer flatly dismisses the toy: "It's a wire coil." The executive with whom he's dealing persists and says, "Russell Crowe has shown interest in playing the villain." The writer responds, "What does he do? Trap the Slinky on an escalator?" Overall, the flick is hilarious and perhaps proof that outsourcing all but the writing of one's viral video to a machine is a viable means of making movies. But is it cinema? Film snobs used to have a semantic hierarchy to distinguish a flick's caliber (in order of descending cultural relevance): cinema, film, movie, video and online video, the latter a mere notch above wedding videos. Given Hollywood's increasing irrelevance and the wholesale migration of audiences to new platforms—particularly those that fit atop one's lap or in the palm of one's hand—is the concept of "cinema" even worth striving toward? From a career standpoint, perhaps not. Most of the major agencies now have divisions whose mandate is to find and sign upcoming online talent. (Look no further than Saturday Night Live's Adam Samberg, who comfortably bobs between the world of online video from whence he came and ye olde broadcast media.) It's these storytellers who are shaping tomorrow's entertainment and Hollywood evidently doesn't want to be stuck with the wrong end of the joystick.
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      6 May 2010

      Magic 8 Ball Sees its Future in Film

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      Toy Stories

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      In the early days of the web, circa 1997, there was a plethora of Magic 8 Ball applications online that enabled users to make queries about the future without risking a repetitive motion injury from shaking the real deal. Among them was Marin-raised Jake Donham's incarnation, which received a "cease and desist" notice from Tyco Toys Inc., then makers of the octo-oracle. "The purpose of this letter is to advise you that the use of the trademark Magic 8 Ball and of the game marketed by Tyco under 'Magic 8 Ball,' whether online or by any other means constitutes willful infringement of our trademark, copyright, trade-dress and other intellectual property rights," read the letter. Donham, a computer science grad from Yale who created the application as a lark to demonstrate common gateway interface scripts, was not impressed. Instead of kowtowing to a company that printed vagaries on icosahedrons suspended in purple water, the programmer, in an act of sublime simplicity, rotated the ball 90 degrees and rechristened it the "Magic Infinity Ball." For kicks, he added a link to Tyco's legalese. Soon, thousands of Magic Infinity Balls littered the Internet. A decade later, those who want to prognosticate about the future can now use their iPhones—yes, there's an app for that—though none are officially licensed Magic 8 Ball apps. There's the Fortune Ball, the Magic Banana and even a Magic Toilet, which one flushes for one's fortune. (Apparently, there's a crap for that.) None of these knock-offs, however, could predict that Hollywood would start raiding the toy chest to slake its voracious thirst for the "high concept." Thus, coming soon to a theater near you, Magic 8 Ball—the movie. Remember when the toys would follow the release of a successful film? At worst, marketing dollars were leveraged across channels with toys and sundry other choking hazards licensed to the purveyors of Happy Meals? These days, toys are more apt to precede their movies, arriving onscreen as vetted properties with existing market awareness, ready-made for adaptation. Hasbro, the multinational toy and board game company, raised eyebrows, and its stock price, with the roll out of several toy-themed film franchises in recent years. Among them were the profitable Transformers flicks and the recent G.I. Joe origin myth. It stands to reason then that Mattel, which acquired Tyco in the late '90s (after dropping a bid to acquire its "perennial rival" Hasbro, according to the New York Times), would also stake its claim in the sandbox. As the producer of the beloved Barbie and Matchbox lines, Mattel's gambit would seem a no-brainer. But the Magic 8 Ball? No one saw it coming. Thank Hasbro for setting the bar so low. After having shot its wad with its A-list properties, it reached deep into the collective closet of American youth to bring Candy Land, Battle Ship and (gulp) a Ridley Scott–directed Monopoly to the silver screen. "Well, Stretch Armstrong will probably be our first movie out," Hasbro CEO Brian Goldner told media and tech blog Collider.com last year. Since then, principal cast has been announced with teen-wolf Taylor Lautner of Twilight fame playing the fantastic elastic dude for a Universal Pictures release in 2012. Meanwhile, Paramount, who partnered on Hasbro's aforementioned G.I. Joe and Transformers and perhaps felt a tad jilted, doubled back and joined Mattel on the Magic 8 Ball movie. Meanwhile, Shady Acres, the company that brought you middle school marvels Ace Ventura and Bruce Almighty (and their respective sequels and spin-offs), has had its own "Magic 8 Ball" film listed in development since September of last year. Is this the same film? Or will they have to turn it on its side and produce the Magic Infinity Ball film instead? In which case, has anyone called Jake Donham? Donham says no, so it seems the ball is in Mattel's court. Fortunately, a film about an oversized fortune-telling billiard ball couldn't be any worse than Ed Wood's Plan 9 from Outer Space, in which a foreseer opined, "We are all interested in the future, for that is where you and I are going to spend the rest of our lives." Or as the laconic ball might say, "You may rely on it." Great video About a Pitch going down, step by step...
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