Transmedia Storytelling Strategies and Their  Impact on Film Branding and Audience Retention

Pongsawee  Supanonth; Rumpapak L uekveerawattana

Pongsawee Supanonth Suan Sunandha Rajabhat University, Thailand
Rumpapak L uekveerawattana Suan Sunandha Rajabhat University, Thailand

Keywords: Transmedia storytelling, Film branding, Audience retention, Thai film industry, Digital media, Cross-platform engagement

Abstract

This study investigates the role of transmedia storytelling strategies in enhancing film branding
and audience retention within the Thai film industry. With the increasing integration of digital
media platforms and interactive content, filmmakers are leveraging transmedia narratives to
extend audience engagement beyond traditional theatrical releases. Using a qualitative research
approach, data were collected through semi-structured interviews with Thai film producers and
marketers, focus group discussions with audiences, and content analysis of selected transmedia
campaigns. Thematic analysis revealed that transmedia strategies—such as social media
extensions, web series, interactive campaigns, and cross-media collaborations—significantly
contribute to film branding by reinforcing brand recognition, emotional attachment, and
cultural relevance. Additionally, these strategies enhance audience retention by encouraging
repeat engagement, fostering fan communities, and maintaining long-term loyalty across
multiple platforms. The study provides empirical evidence of how transmedia storytelling
serves as a strategic tool for the Thai film industry and offers practical recommendations for
filmmakers and marketers to optimize audience engagement and brand value.