1. CROSS MEDIA CONVERGENCE & SYNERGY
The Importance of
CROSS MEDIA CONVERGENCE & SYNERGY
in Production, Distribution & Marketing

2. -TASK- Watch the following ‘Powtoon’ Video on CMC & Synergy
Pay close attention as it will help you understand this topic.
DISCUSS YOUR FINDINGS IN GROUPS (TABLES)

3. The Importance of
CROSS MEDIA CONVERGENCE & SYNERGY in Production, Distribution & Marketing
Cross Media + Convergence + Synergy + Cross-Promotions
+ Symbiosis Degree Products
KEY TERMS

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

5. CROSS-MEDIA: Different Media Platforms
CONVERGENCE: Elements ‘Coming Together’

6. ) 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

7. Cross Media Convergence
SUMMING UP:
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.

8. -QUESTION-
What is SYNERGY?

9. SYNERGY: ‘Working Together’ - different companies working on the sale of a film

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

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

12. Marketing
CMC & Synergy
DVD
Game CD
Toy

13. 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.

14. SUMMING UP:
Synergy
Synergy (Working together) is the term used to describe different entities cooperating together for a final outcome.
Synergistic market is created through various products displaying continuity: same visuals, colour, typography etc.
Symbiosis is the linking 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.

15. ? HORIZONTAL INTEGRATION
If you are a Major Studio or Subsidiary Studio that is ‘Owned’ by a large Media Conglomerate, you can use its other multiple companies in other divisions to your advantage…. How?
PRODUCTION
MARKETING
MARKETING
CMC & SYNERGY
For example The Walt Disney Company owns:
Walt Disney (Distribution) - Disney Land Park resorts - Disney Publishing - Disney Home Entertainment - The Disney Store – Disney Cruises etc.

16. SUMMING UP: CMC & SYNERGY
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.

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