Download presentation
Presentation is loading. Please wait.
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?
Similar presentations
© 2025 SlidePlayer.com Inc.
All rights reserved.