Pemberley Digital’s The Lizzie Bennet Diaries recently took home a Creative Arts Emmy for Original Interactive Program for its web adaptation of Jane Austen’s Pride and Prejudice. The web series reframed Austen’s classic in a modern setting, allowing the characters to live out their fictional lives outside the show’s main YouTube channel, interacting freely across dozens of social media platforms. On October 7th, the team at Pemberley Digital will be returning to play in Jane Austen’s universe with the release of their next major production, Emma Approved. But between The Lizzie Bennet Diaries and Emma Approved, Pemberley Digital turned to one of Jane Austen’s lesser-known works for an experiment in transmedia storytelling with Welcome to Sanditon.
As one of California’s many Gold Rush boomtowns, the town of Sanditon California was no stranger to rapid change. In The Lizzie Bennet Diaries, William Darcy’s company Pemberley Digital developed an experimental video recording platform, Domino. Sanditon’s mayor Tom Parker met up with Gigi Darcy at SXSW, and signed up his town as a partner community, giving interested townsfolk the chance to share their lives on the platform through blogs, pictures, and videos. Mayor Parker’s aspiration for Sanditon was to transform the city into a vibrant, health-conscious vacation spot, and much of the plot revolved around complications that arose for townsfolk and business owners when the mayor’s idealized version of the city conflicted with its reality.
This comes to the fore through the story’s main plotline, following the interactions between Sanditon Scoops owner Clara Breton, whose ice cream parlour is targeted for a mayoral-encourage rebranding to juice bar, and Parker’s reluctant assistant Edward Denham, who shows a delightful passion for obscure British television. Glitches in the early release of the Domino platform also resulted in bringing a budding romance between the two to the town’s attention, resulting in equal parts consternation and glee. While Gigi Darcy has largely stepped into the town to serve as an embedded narrator, Welcome to Sanditon allows her to complete her own narrative arc. Executive producer Jay Bushman viewed Gigi’s character as the strongest test cases for transmedia storytelling in The Lizzie Bennet Diaries, making her reprisal through Welcome to Sanditon the end of an 18-month long journey.