Editor

Sheffield Doc/Fest will be the first film festival in the world to commission an Alternate Reality Game (ARG) for its delegates.

Over the past 2 years, the Sheffield Doc/Fest has implemented some of the boldest cross-platform programming and initiatives in their DigiDocs360 programme and their Crossover Labs.
This ARG, called "The Truth Is Catching" is another exciting new part of their interactive programming. ARG's are a growing game genre that uses reality, multi media and game elements which have been affected by participants’ ideas or actions to tell a story.

The aim of the Sheffield ARG is to offer alternative ways for the festival delegates to network and meet each other, while also discovering new ways methods for telling factual stories.

"The Truth is Catching", funded by the Arts Council and the Wellcome Trust, is designed to be played in between events, using passive radio frequency identification (RFID) and online platforms.

This game models the transmission of an infectious disease over the four days of the festival, with a revelation of how increases in infectious disease transmission may be an unexpected consequence of climate change. In typical ARG style, most of the game play in "The Truth Is Catching" is secret and will only be revealed as you play the game ... but all we can say is you may well catch something nasty at the festival!

Players are given the RFID card on arrival (it works just like an Oyster Card) and find out at the scanning station if they are infected... they can interact with others and discover content online where secret codes will be found to unlock game goodies and clues. A climactic confrontation at the final night party is run by MP3 files which engaged players can discover and download online.

Heather Croall, Festival Director, said: “Commissioning this ARG is a really exciting element of our cross-platform programme at this year’s Doc/Fest.

“Modern audiences are adapting to the internet and adopting digital tools for production, distribution and consumption at a pace which controllers, commissioners and producers ignore at their peril.

“Many no longer see the old media channels as a natural destination. And more than ever broadcasters have to go to viewers, rather than waiting for viewers to come to them.

“This is particularly true for younger audiences who consume media on a multitude of different platforms. Young audiences today expect opportunities to socialise and contribute through interactivity or by creating content.

“The ARG at the festival is just one of many things going on at Doc/Fest this year that embraces new multi-platform technology. And we aim to use this ARG as a pilot for a bigger game in 2009.”

For more information on the multi platform activities at Doc/Fest visit www.sheffdocfest.com.
**ENDS**

Notes to Editor

How the ARG will work at Doc/Fest:

When delegates arrive at Doc/Fest they are given an RFID card with instruction to find a terminal where they can swipe it to find out what happens next. Alternatively, delegates may visit thetruthiscatching.com the url seeded in the trailer screened before every film.

Players then pair with other members of their team to boost their level. If a player pairs with someone from a different team, there is a battle with the higher level more likely to win. The winner goes up a level while the loser has to start again on the opposite side.

As RFID cards look the same, players can obviously bluff about which side they are on which will make for the best game-play.

On Saturday afternoon, basic game-play will end with players set on either team. They can then download MP3 instructions for a live final during the last night party, where prizes will be awarded to the top players in each team.
About Doc/Fest:

The Sheffield International Documentary Festival is the UK’s premier event for international documentary professionals, and showcases some of the finest examples of documentary film from across the globe.

Sheffield Doc/Fest is a film festival, industry conference and market place, offering pitching opportunities, discussion panels and filmmaker masterclasses.

Now in its fifteenth year, Sheffield Doc/Fest 2008 will be held between Wednesday November 5 and Sunday November 9. For the third year running Doc/Fest will be CO2-free.

All Sheffield Doc/Fest delegates must register by 8 October 2008.
www.sheffdocfest.com