The Hollywood Byte #16: ABC Finds New Lost Game
Apr 27, 2006
The rabid fans that follow every frame of footage from ABC's hit TV series Lost will have even more reasons to TiVo episodes every Wednesday night beginning May 3. ABC Entertainment has partnered with show creators JJ Abrams and Damon Lindelof to create the Lost Experience, a new form of hybrid game that will challenge viewers to find clues on the air, online, and even on DVD with the first season of the show.
But before getting into details on the new Lost Experience, senior vice president of marketing at ABC Entertainment Mike Benson said that the studio is "absolutely" looking into a full-fledged video game based on the Lost show.
"We're a content company, and whether its Desperate Housewives, Lost or Grey's Anatomy, we're going to put these properties on multiple platforms, including standard and high definition TV, digital, Internet, and gaming platforms where it makes sense," said Benson. "We see Lost and other franchises becoming multiple platform entities."
With Buena Vista Games showing its Desperate Housewives PC game at E3 in a few weeks, a Sims-style game that puts fans of the show on Wisteria Lane, a true game based on Lost seems like an obvious fit. Executive Producer JJ Abrams worked closely with Acclaim on the console video game based on his other ABC hit series, Alias. And Benson said both Abrams and Lindelof are big gamers, themselves.
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While nothing's official on a Lost PC or console video game, Lost fans can start playing the Lost Experience on May 3, when the interactive game kicks off during the U.S. broadcast. The first clue will be an 800 number that will be unveiled during the broadcast. In a new marketing initiative to encourage TiVo users to watch commercials, the clues can come during a commercial break or in the show itself.
"We know there's a high percentage of Lost viewers who play video games and surf the Internet," said Benson. "It's slightly unusual to have this many people from an audience so interested in video games."
Benson and his team worked closely with the show creators and the show writers, including Carlton Cuse, who's also an executive producer, on this new Experience, which will unfold around the globe through 19 other media outlets. The game's been designed to allow individuals the clues needed to put the story together on their own, whether they're new to the show or devoted Losties.
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Benson hopes that like the show, participants, bloggers, and fans around the globe will start to speculate on what's happening in this game. Different clues will be revealed to different countries, encouraging interaction among fans. The new story will delve into questions like: Who are these people? What's going on with this island? Is it purgatory?
"The game experience will be as mysterious as the storyline of the show," said Benson. "Viewers will find things and discover things in unexpected ways. There are different ways that things can pop up. Whether you're a gamer, or just a fan of Lost, it's an intriguing and engaging experience that we hope people will not only enjoy themselves, but also share with others."
Benson said this new game story, which runs parallel to the show's story, opens up a lot more speculation and will ultimately provide more answers that connect with the show. It will introduce new characters and explore show mysteries like the Dharma Inititiative, the Hanso Foundation, The Others, and the connection of the Air Oceanic flight to the island.
"It's not a game in the traditional sense," explained Benson. "It's like a jigsaw puzzle that you put together. There are clues and pieces to this original story that are spread out throughout the world on the Internet, in the current season, as well as hidden in last season's episodes."
By using keen eyes and ears, Benson said that players will be able to unlock clues from various sources that unlock additional paths. He said this experience goes beyond surfing the Web or using a game controller.
"Games can be about more than just conquering something," said Benson. "Pulling things together can be challenging. We're going to throw some questions out there, answer some, and hopefully fans will be asking for more."
The Lost Experience will run throughout the summer and lead up to the beginning of Season 3. Benson said the story will come together with the show with the fall launch. If all goes according to plan, he'd like to unleash additional Experience story lines in the future.
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While this "Experience" is driven by ABC's marketing department, Benson said it goes beyond a marketing campaign. He called this game "a true hybrid of content and viral engagement." The purpose of this game is not to sell the show to people, but to connect current viewers to the program in a way they haven't been in the past.
TV programs are constantly losing viewers to video games, DVDs, iPods, the Internet, and other entertainment diversions in this connected world. Benson believes Experience can keep Lost fans engaged with the show during its summer hiatus and have them coming back for more in the fall.
Benson said the network had success with its Oceanic Airlines Web site, which was filled with Easter Eggs and that unlocked new information about the show. He believes Lost fans will engage in this new game concept.
"This is brave new territory," said Benson, who acknowledged that this interactive game follows the same spirit as the show, which has broken many of the rules of linear entertainment over the past two seasons. The fact that show writers and producers are using this new format to expand their universe opens up a whole new way for TV creators to communicate with their viewers year-round.
The Hollywood Byte makes a weekly visit to the converging world of video games and traditional media.