Wednesday, January 26, 2022

Judith Rubin: Cross platforming and cross pollination

by Judith Rubin, IPM Editor

ABOVE: Netflix’s hit series “Stranger Things” brought to life at Halloween Horror Nights. Courtesy Universal Orlando Resort.

We’re in the age of seamlessness. Stories, characters and brand icons now jump blithely from platform to platform. From 2D to 4D. From theme park to museum to pop-up. From home screen to giant screen to dark ride. From the pages of a book to the FEC to the haunted maze to VR. From the hotel room to the escape room. From Broadway to cruise ship. From waterslide to nighttime spectacular to the casino. From your game console to the miniature golf course to your device and back again.

Technology, talent and teamwork combine to ensure that story, character and brand retain their integrity throughout the journey. Each incarnation has the potential to add something. Each medium or platform has inherent qualities that develop story and character, brand and IP. Each platform has an associated activity that influences storytelling and guest engagement, be it competition, exploration, cosplay, experimentation, adventure or conversation; whether active or passive interaction, whether earning points, credits or currency.

The engagement platforms and market sectors influence one another. They will do so more in the future as operators, creatives, storytellers and IP owners continue to seek and find innovative ways to attract and enchant guests while building new revenue sources.

Judith Rubin
Judith Rubin ([email protected]) is a leading journalist, publicist, strategist, blogger, content marketing specialist and connector in the international attractions industry. She excels at writing about all aspects of design and technical design, production and project management. Areas of special interest include AV integration and show control, lighting design and acoustics, specialty cinema, digital video and world’s fairs. Judith has ties to numerous industry organizations. From 2005-2020 she ran communications, publications and social media for the Themed Entertainment Association (TEA). In 2013, she was honored with the TEA Service Award. She was development director of IMERSA, and co-chair of the 2014 IMERSA Summit. She was publicist for the Large Format Cinema Association in the 1990s, now part of the Giant Screen Cinema Association (GSCA) and has also contributed to the publications of PLASA, IAAPA and the International Planetarium Society. Already making her mark as a magazine and book editor, Judith joined World’s Fair magazine in 1987, which introduced her to the attractions industry. Launching as a freelancer in the mid 1990s she has contributed to dozens of publications and media outlets including Funworld, Lighting&Sound America, Sound & Communications, Urban Land, The Raconteur and The Planetarian. She joined InPark in 2010. Judith earned a Bachelor of Fine Arts from Pratt Institute. She has lived in New York City and the San Francisco Bay Area, and now makes her home in Saint Louis, where she is active in the local arts and theater community.

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