The Importance of Cross Media Convergence & Synergy in Production, Distribution & Marketing

The Importance of Cross Media Convergence & Synergy in Production, Distribution & Marketing KEY TERMS Convergence Synergy Cross-Promotions Symbiosis 360 Degree Products Definition: How all aspects of the media (websites, newspapers, television etc) are used to market a film. Show understanding of how companies work together to produce, distribute & market films.

Film: INTRO Watch this creative video on the topic of: Cross Media Convergence & Synergy. Pay close attention as it will help you understand this topic.

-QUESTION- What is CROSS-MEDIA? What is CONVERGENCE?

) TABLE 1 ) TABLE 2 ) TABLE 3 ) TABLE 4 GAMING MUSIC ONLINE SOCIAL NETWORKING PRINT CAMERA/IMAGERY SMART PHONE VIDEO ) TABLE 1 ) TABLE 2 ) TABLE 3 ) TABLE 4

Cross Media Convergence Film: Cross Media Convergence CMC relates to one text (Film) products that are consumed across different media platforms. On release, you can consume film elements on: Mobile Phone/iPod Laptop/Console/Internet Blu-Ray/DVD Magazine/Newspaper TV/Radio Blockbuster films utilise CMC on a grand scale by becoming 360 degree products through million $ campaigns with major distributors finances.

-QUESTION- What is SYNERGY?

Watch the three trailers -TASK- Watch the three trailers for your case study ‘Avengers Assemble’

List the similarities between the trailer & the campaign posters How do you know the poster and the trailer belong to the same film?

Film: Synergy Synergy (Working together) is the term used to describe a situation where different entities cooperate together for a final outcome. Synergistic market is created through various products displaying continuity: same styling, colour, typography etc. Symbiosis is the linking up of various companies to make profits from one product, thus helping advertise the film & increase the film's sales. It’s the ‘strategy of synchronising & forging connections between directly related entertainment areas.

Marketing CMC & Synergy DVD Game CD Toy

CMC & Synergy Marketing CMC & Synergy was achieved through cross-promotions with different entities (partner companies) working together. Achieving synergy through continuity. Avengers Assemble was first promoted in 2010 at San Diego Comic Con, where a teaser trailer was shown and an introduction to the cast. Then over a number of months leading up to the film’s release, 2 more trailers were released, alongside a huge marketing campaign that included billboards, posters and promotional partnerships with retailers. Lots of promotional partners were involved with the marketing. These included: Dr Pepper Farmers Insurance Harley Davidson Hershey They even had their own fragrances released.

Film: Overview CMC & Synergy refers to how film/media institutions cross-promote their films. In media economics, institutions can use their size (Horizontal integration) to sell their film (& products) on a number of different levels. Indies (such as Warp & Big Talk) cannot cross-promote their films to the same scale as Majors. The level of ownership (money available), has a large impact on how you can use CMC.

-TASK- Budget VS Use of CMC & Synergy Each table has a different budget. What part does money play in how you use CMC & Synergy?