2.  Technologies coming together. For example, a mobile phone you can use as a still and moving image camera, download and watch moving images on, use as an MP3 player and recorder and access the internet with.  Production and distribution across several media. For example, a newspaper with an online version and audio podcasts.

3. The concept formally known as The audience:  THE audience – one entity  Audiences – fragmented Advantages and disadvantages for the audience? Advantages and disadvantages for the film industry?

4.  Csigo (2007) suggests that media institutions are no longer interested in keeping the audience together, but in ‘triggering engagement’ in people.  This characterises the shift from ‘push media’ to ‘pull media’.  consumers decide what they want to do with the media and access it in ways that suits them.

5.  The promotion and sale of a product (and all its versions) throughout the various subsidiaries of a media conglomerate. e.g. films, soundtracks or video games.  (Walt Disney pioneered synergistic marketing techniques in the 1930s by granting dozens of firms the right to use his Mickey Mouse character in products and ads, and continued to market Disney media through licensing arrangements. These products can help advertise the film itself and thus help to increase the film‘s sales.) (Walt DisneyMickey Mouse  Interaction of two or more forces working together creates a greater effect than the sum of their individual efforts.  Advertise linked product across different media.

6.  To be able to use the terms synergy and cross media convergence using appropriate terminology in the right context.

7.  Who can come up with the biggest list of different types of products that were simultaneously released for these two films?

8.  What benefits are there when different products come together when a film is produced, distributed and exhibited?  What new experiences do we get?  What are the advantages?

9.  Synergy is the simultaneous (at the same time) release of different products to boost both.  Synergy can be used most often by bigger companies as the different elements them (often a media conglomerate) work together to promote linked products across different media.

10.  Synergy releasing 2 or more products at once that will promote each other  They have a large effect than if just one product existed alone – they have a mutually beneficial relationship. (this means they are symbiotic).  Film / Soundtrack / Phone / Game

11.  The film of Avatar promotes the soundtrack which promotes the DVD which promotes the game which promotes the television (Panasonic) which promotes the website which promotes the advent calendar which promotes the film etc etc.......

12.  Synergy works when different elements of companies (a media conglomerate does this best) promote each other.  Eg a film studio, record label, video game division all create linked products eg the film, soundtrack, video game.  Each distinct element promotes each other.  Fox can use SYNERGY much more as it is a conglomerate which owns various smaller companies (subsidiaries)

13.  Fox’s Avatar is released (17/12/09) at the same time as the Fox Soundtrack CD. (15/12/09) and the video game (1/12/09)  The Boat That Rocked is released the same time (1/4/09) as The Boat That Rocked’s soundtrack (30/4/09), but not the U.S. release (13/11/09), (10/11/09)  Panasonic (in partnership with Fox) released a new TV and new adverts featured Avatar when promoting it

14.  Besides Panasonic, Avatar licenses were also used by market leaders McDonald’s, Coca- Cola, Disney and LG Mobile  125 licensed products across four major categories -- toys, apparel, publishing and video games.  Over $153M in the first 6 months in retail sales

15.  The combining of two or more mediums.  Different mediums are TV / film / computer graphics / radio/ website etc  Media convergence in the film industry can happen in production, distribution or exhibition.  It happens when the music industry comes together with the film industry when Adele releases the new single for Skyfall.

18.  Synergy and cross media convergence are quite similar.  The key difference is that cross media convergence involves media products and synergy can involve non media products eg. merchandise.  The distributors of ‘The Boat That Rocked’ cant use synergy in the same way as Sony can, and this is a major disadvantage.  This is one of the key differences to understand......its another example of where it is an uneven playing field between conglomerates and small independent companies.

19.  Synergy and cross media convergence: 2 or more products being released together to gain exposure from each other’s audience  Tie ins - this isnt really synergy as products are released which have been produced by other companies (other than the production /distribution companies) which are related to the film.  With tie ins, there is not really a symbiotic relationship as its debatable how much publicity the film gets from the products, eg with Apple products in most films, the films get promoted off the film, but Apple don’t promote the film in the same way.

20.  Synergy and cross media convergence:  Film and CD, DVD, game (media related products)  Synergy ONLY - film Panasonic TVs, computers that have any links to Avatar, licensed products (not media related products)

21. Marketing - Above The Line Strategy  Traditional marketing ◦ Film Trailers ◦ Radio Spots ◦ Print Advertisment

22. 22 Cross-Media Promotion (below-the-line strategies): working in synergy with other companies for the benefit of both For the ladies For the gents For the mass audience on The Tonight Show

23. 23 Cross-Media Promotion (below-the-line strategies): working in synergy with other companies for the benefit of both For the ladies For the gents For the mass audience on Jimmy Kimmel live

24. Avatar Day James Cameron releases Avatar trailer globally via internet and releases 15 minutes of 3D footage for free at IMAX theatres round the globe.

31.  Synergy and cross media convergence:  TBTR film, DVD and Blu-Rays, the website.  Synergy ONLY:  Any clothing, calendars, that are released at the same time as the film

32.  Synergy in Avatar (benefits) ◦ Major current star in Leona Lewis  Technological convergence in Avatar ◦ Push Media to Pull Media ◦ Ability to incorporate below the line marketing  Synergy in The Boat That Rocked (disappointing soundtrack – reduced sales, reduced exposure)  Unable to bring in 3 rd party licensing