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Random House

Random House pairs up with THQ for "transmedia" drive

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By The Drum Team, Editorial

April 4, 2011 | 2 min read

Publisher Random House has signed an agreement with videogame producer THQ to create a new body of original work that encompasses graphic novels and digital books.

The cross industry collaboration is intended to give both firms greater cross platform influence and foster so called “transmedia” or the ability to migrate original storytelling from novels into the videogame sphere.

Lenny Brown, THQ’s director of creative and business development, said: “The Holy Grail here would be for Random House to produce a book that sells well, with us ultimately investing $35 million in a triple-A console game backed by a $12 million marketing campaign that draws a commitment from Hollywood for a movie or television event.”

To reflect this change in emphasis THQ have re-jigged their corporate branding, adopting a visual identity which puts “creative first”.

The collaboration isn’t expected to bear fruit for at least 18 months however when the first novel and mobile game tie in is expected to emerge. A console videogame would take an additional 18 months to produce.

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