Sci-fi could work to attract women too

Apparently the sci-fi channel now attracts more female viewers than male. What is the reason they cite for this female draw?

These are shows with complex characters, romance and elements of the supernatural—all of which resonate with women in focus groups.

First of which are the complex characters and romance. The supernatural is almost secondary. You can read more at the BrandNoise blog.

Sci-Fi lessons for new media advertising

This is my favorite sci-fi book, and it may be my favorite book period. Ender’s Game by Orson Scott Card. Set in the distant future it follows the path of Andrew (Ender) Wiggin, a third child in a society that normally only allows two. Ender is selected for a military training program at the age of six. As part of the program he will learn military techniques to fend off the buggers, the invading alien army. For me though, the book is more so about a child struggling to find friends and fit in. Saddled with the need to mature well before his time, forced into an internal struggle to set aside his own needs and comfort for a greater good. This isn’t exclusive to Ender’s Game and in fact, it is what defines good science-fiction. J.J. Abrams, writer and creator of LOST, sums up the sci-fi bait and switch this way:

You think E.T. is a movie about an alien who meets a kid. It’s not. E.T. is about divorce about a heartbreaking divorce crippled family and ultimately about a kid who can’t find his way. – J.J. Abrams, TED 2007

Advertisers who utilize new media techniques could learn a lesson from sci-fi. Often the new media executions can focus too heavily on the alien (i.e. the ability to upload your face into a movie trailer) rather than the human truths that make-up an engaging story. All communications, new media and otherwise, should only allow gimmicks to play a bit part or underlying role and never let those gimmicks cover for the lack of an interesting story.