1. Practice Answer – Synergy & Cross Media Convergence

2. Remember The Mark Scheme
20 marks for Analysis & Argument
20 marks for Examples
10 marks for Terminology

3. Tidbits from Yesterday
The New York Times estimated the cost to make Avatar was $500 million (highest estimate I could find)
Avatar made almost $2.8B in cinema sales (Box Office Mojo)
Avatar has made almost $400M in DVD/Blu Ray sales (the- numbers.com)
TBTR cost 50 million to make, only took in 36 million globally
TBTR made just under 5 million from DVD/Blu Ray sales (the- numbers.com)

4. Introduction State the focus of the essay State your case studies
State a brief preview of your argument

5. Body Paragraphs
Discuss the implications of cross media convergence and synergy to the studio and audience with the specified audience
Cross-Media Convergence
Avatar Day (Imax and internet)
Avatar first consumption as marketing (Soundtrack ft Leona Lewis, Video Game, Film)
Including Global release date
The Boat That Rocked/Pirate Radio (months apart)
Piracy loss (46% of a studio's revenues comes from DVD sales) – How does it impact cinema sales for Pirate Radio?
The Boat That Rocked contest in The Sun for tickets to the premiere, London hotel and copy of the soundtrack
Seems small and insignificant if competing with global powerhouses
The Boat that Rocked via The Mail Online offered free Mp3 players and created Characters’ playlists via Spotify
Name change of The Boat That Rocked to Pirate Radio also eliminated a large amount of cross-media convergence and implicit marketing that already existed
Synergy
Symbiotic marketing with World Leading brands: Coca Cola, McDonalds, Disney, and Panasonic
Coke Zero campaign turning marketing into pull media
Symbiotic marketing suggests to the audience that Avatar will be world-level quality on account of their partnership
Additional licensing opportunities with clothing, toys, video games, books, etc
Also allows them to target a larger target audience for their ’12’ rated film
Also a part of Avatar Day with Mattel’s toy reveal
Additional revenue stream [ANCILLARY REVENUE] ($150M in 6 months)
The Boat That Rocked pursued some forms of ancillary revenue (t-shirts, posters, etc.) – 15 ranked, can’t market/license in the same way/methods to attract a larger audience