It is my understanding that cross media convergence and synergy are very important for the success of the film/media product, as it creates awareness of the film and a variety of other products that link to the film like, for example; Batman, they have toys of batman and the other action figures. Also, ‘High school musical’, the film was highly advertised over TV, had clothes, toys and its only CD sold in the Disney store and was also a huge success. However, it has been undoubted that it isn’t a vital aspect to take into deep consideration because; many films do not use cross-media convergence and synergy, for example; ‘House of Cards’ which is on Netflix, this series was not highly advertised. Also, ‘The Kings Speech’ was not advertised however it was a very big success, this example demonstrates that it is not a must that cross-media convergence and synergy are needed to make the film successful.
Media convergence is in the film industry which can happen in production, distribution or exhibition. Synergy is the simultaneous release of different products to boost the release of them both, like for example; ‘High school musical’ the film and the ‘CD’s of the musical help each other get out there therefore become more successful, so it benefits the both types of products and, can be used most often by bigger companies as the different elements then work together (often a media conglomerate; like Sony) to promote linked products across different media. The combining of two or more media industries: TV, film, radio, games, website, CD's/DVDs etc. Furthermore, by using both of these (media convergence and synergy) the film companies can appeal to a mass target audience.
Furthermore, Batman: The Dark Knight Rises also used media convergence and synergy as they had a very high budget of $250-300 million, their viral campaign was massive. Also, they had pages on Twitter and Facebook, which would help reach out to more potential target audience; they also had a soundtrack. Therefore, by using such high cross media convergence it proved to be successful as the audience became very involved and the film being a huge success.
For instance, ‘Skyfall’illustrates a great use of the convergence and synergy, with $29 million being spent on the film in total, which includes; marketing. Also, with a song also being released alongside it (an example of convergence) by Adele, the song was very popular and made it to the top charts which created a high awareness of the film, an app was also made. Also, an example of the synergy used by the marketing team was them releasing aftershave, a Sony phone called the ‘Skyfall phone’. To appeal to a more teen audience they approached them through Twitter and Facebook ect. By releasing these products gave the film high recognition with a mass target audience.
On the other hand, the film‘The lone ranger’ was very highly advertised being a Disney film however; it was as a huge success as other films like, ‘The little mermaid’. Also, it almost left Disney bankrupt. They had adverts and CDs for the use of convergence and synergy appealing to all ages.
Similarly, The Kings Speech has become one of the most popular films without using cross-media convergence/ synergy. The film relied more on the story line, casts and other production practices to make the film a success. Therefore, this shows that media convergence and synergy are important for marketing and success but not as much.
In conclusion, I think that cross-media convergence and synergy plays a big part however, not vital so it isn't really a must, because; many movie do not use cross-media convergence and synergy.
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