Peak TV’s premium quality TV series may be grabbing headlines, but new, addictive forms of “snackable” content have become one of the preferred ways for brands to access millennials and Gen-Z’ers — digital natives whose facility with multitasking across mobile screens means they prefer images, short videos and emojis rather than lengthy (con)textual exchanges. Charles Eckert’s essay, “The Carole Lombard in Macy’s Window,” reminds us that Hollywood has always been always inextricably linked to consumer culture since the first cameraman pointed his camera at actors standing in front of a shop window in the 1910s; however, it is important to recognize the massive shift underway as the new “social media logic” associated with the 21st century effaces the “mass media logic” that dominated in the 20th century. The corporate gatekeepers of the tech economy are engineering innovative user experiences (UX) and user interface (UI) features, such as touch, liveness and VR/AR, to keep us happily engaged on their platforms for extended periods of time. Hence, we are encouraged to click, like, share and comment on an arsenal of new, addictive, forms of online entertainment, including Pokemon Go, Snapchat filters, Amazon Twitch, Facebook Live, Instagram Shop Now buttons and Pinterest pins. Today’s panelists represent key stakeholders whose in-depth understanding of UX/UI design elements is facilitating new forms of algorithmic culture designed to enhance our sense of play inside 24/7 digital ecosystems.
Moderated by: Denise Mann, Co-director, Transforming Hollywood; Professor and Head of the Producers Program, UCLA School of Theater Film and Television
Panelists: Larry Fitzgibbon, CEO and Co-Founder, Tastemade/ Thomas Jorion, Head of Strategy and Innovation, Havas 18/ Rob Kramer, CEO and Founder, PurposeLab/ Kym Nelson, Senior VP of Sales, Twitch/ Ted Striphas, Professor, University of Colorado Boulder.