1. SYNERGY AND CONVERGENCE
Film Industry Revision
Key Points to remember:
Synergy is the meeting of 2 or more agents which have a larger effect than if
they acted independently.
Convergence can be recognised as media convergence and technological
convergence.
Technological convergence: previously discreet (separate) technologies
forming into one- e.g. Mobile Phone and Internet
Media Convergence: two media industries working together to form one
production. E.g. Music and Film
Inevitably: media convergence can also be a form of synergy as two agents
are working together to create a more effective product.
However: Synergy is really about marketing and promotion
TASK: Can you remember what the definitions are for the following terms?
Cross
Promotion .............................................................................................................
...............................................................................................................................
...............................................................................................................................
..................
Related
Products ................................................................................................................
...............................................................................................................................
...............................................................................................................................
...............
Simultaneous
Release ..................................................................................................................
...............................................................................................................................

2. ...............................................................................................................................
.............
TASK: Write down whether you think the points below are media convergence,
technological convergence or synergy
Attack The Block
The Hub for their campaign for the film was the Internet so they used Online
Media to grab the attention of their audience which created a viral marketing
strategy.
...............................................................................................................................
They worked with coverage, music and comedy TV channels to maximise
awareness.
...............................................................................................................................
They worked with LIVE MAGAZINE to reach their urban London target
audience
...............................................................................................................................
They worked with Radio Stations to convey the tone of the film to their target
audience.
...............................................................................................................................
StudioCanal (production company) worked with the distributing company
Optimum Releasing to distribute the film.
...................................................................................................................................................
Play.com have an exclusive edition, with a Glow-in-the-dark sleeve, featuring
one of the creatures rather than the cast.
.............................................................................................................................
The soundtrack for the film was an original score composed by Simon Ratcliffe
and Felix Buxton of the popular electronic dance music group Basement Jaxx.
...............................................................................................................................

3. Pirates of The Caribbean
The film used new media technologies using 3D cameras.
...............................................................................................................................
A Super Bowl TV spot was used to screen the trailer 3 months before the
release of the film
...............................................................................................................................
The tie ins were as followed: Lego toy set, lego related video game, a cell
phone app, lines of nail polish by OPI, clothing from Hot Topic, jewellery from
Swarovski...............................................................................................................
...............................................................................................................................
They also used further TV commercials.
...............................................................................................................................
They used Online Media to create a Facebook page and a POC web page.
...............................................................................................................................
Events at Disney Theme Parks
...............................................................................................................................
On April 2007, Disney bought the rights to Tim Powers' novel On Stranger
Tides and decided to use as the basis for a fourth movie.
...............................................................................................................................
Important Note: remember BIG VS SMALL companies. It is easier for a major
to synergise then it is for smaller production companies. Majors own various
industries within the media. E.g. Sony Pictures Entertainment may own the
film company and soundtrack company which means they will need to
approach less companies which will save them a lot of money.