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0000009607 00000 n This is known as trans-media storytelling (the coordinated extension of a cohesive story world, across multiple media platforms). There are many benefits of using social media sites to promote a film, as it attracts larger and a range of demographics. Synergy is the use of similar branding across a range of platforms – where a symbol, colour, or sound allows for a synchronised promotional campaign (a unified brand) – this maximises audience awareness, (360 campaigns is used to ensure you get information about the product from every angle possible – using every media platform of how people consume and distribute films). The most common type of marketing used to sponsor a film is vertical integration and synergy. This is high even for a Hollywood blockbuster film so the institution needed to … Looks like you’ve clipped this slide to already. If you continue browsing the site, you agree to the use of cookies on this website. The development of the Avengers Alliance Facebook game is another example of cross-media convergence and synergy, with the Disney Interactive division developing a game to promote the Avengers film through social media. For example: the Spider-Man films had toys of ‘web-shooters’ ad figures of the characters made, CD soundtracks and other merchandising which not only sold the products, but also promoted the film. ( Log Out /  Media institution exploit various platforms to sell various products related to one film (e.g. A company like Disney can promote its films though the different media platforms and companies they own. See our Privacy Policy and User Agreement for details. Scribd will begin operating the SlideShare business on December 1, 2020 Films do not necessarily need to be promoted during shows or programmes. 30 46

  • New Technologies support this process – web, dvd, downloading. Like with Disney and Pixar, the combination of Disney and Marvel has caused some stir, however there are some obvious benefits both companies will gain from being part of a vertical integration company, for example: Marvel will take knowledge from Disney by their use of marketing and entertainment; and Disney can also publicise Marvel, by using techniques which will attract larger demographics. An Avengers animated series took on some of the tone, humour and attitude of the films – whilst Marvel produced video games. Disney's major theme parks are all used as large-scale advertising tools. The unusual choice to release the movie in many major international markets before releasing it in the United States built a “global countdown” buzz for The Avengers – and also reduced piracy. Synergy is when a conglomerates subsidiary’s promotes a product owned by the company themselves. The Avengers also promoted their film through their official website – which has an immediate link to their Facebook and YouTube page (placed either on the top of the website or at the bottom for easy access). Also, it interlinks with a scene from the film; nevertheless the idea of advertising and combining a family car with a family film, emphasises the connection between the two products. 0000006382 00000 n Digital technology has enabled different medias to converge together to promote and market a film. An example of this is 20th Century Fox working with MySpace, to create a viral marketing campaign. Convergence is the process where several media channels come together to exist and operate in synergy. Vertical integration companies in a supply chain are united through a common owner (conglomerate), or in other words, a company which owns large numbers of companies in various mass media, such as: television, radio, publishing, movies and the internet. 061. 0000001907 00000 n Now customize the name of a clipboard to store your clips. �)&G.�Mqݴ-�!cq��ڶ �)��@��@,-�̅� 0000004464 00000 n Universal Pictures held the rights on Hulk, Paramount for Iron Man, Captain America and Thor, and now Disney had combined them altogether for The Avengers. For instance, mobiles phones do a lot more than act as hand-held telephones; you can download and watch films and TV programmes, as well as use them for constant alerts on new releases and competitions. They can also dominate the global animation market as there would be less competition, and it would create a universal audience, resulting in more money/profit. Learn more. Cinema’s also make most of their money from drinks, popcorns and nachos. One key and most noticeable USP of the film, The Avengers, is the wide range of superheroes featured in the film. 0000001594 00000 n Scribd is … The Avengers is another example of a major film promoting its film using synergy, cross media convergence and symbiosis. Clipping is a handy way to collect important slides you want to go back to later. The better the merchandising and franchising; the more recognition the film gets, and the more interested the audience are and aware of the film. Marvel did deals (synergy/symbiosis) with other companies helping them market and promote the film. 0000080400 00000 n %PDF-1.4 %���� Create a free website or blog at WordPress.com. Media convergence is having an enormous impact on the film industry because of the ways in which institutions can produce and market for audiences on a widening range of platforms. 0000036457 00000 n Film companies also monitor these sites to know what their fans are saying. If you continue browsing the site, you agree to the use of cookies on this website. 0000006284 00000 n If you continue browsing the site, you agree to the use of cookies on this website. Disney is now the largest animation studio in the world – they now own Marvel and Pixar. a presentation on the effect of synergy and convergence referring to working title Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Disney now has agreements in place to sell hit ABC prime time shows, such as: “Desperate Housewives” and “Lost”, as well as content from ABC Sports and ESPN on Apple’s popular iTunes music and video store. 0000085920 00000 n 0000001687 00000 n Cinemas tend to show The Avengers more than Sket at peak time and days, due to the content of the film. Maker Studios. 0000081252 00000 n This is when different (including non-media) companies, work together to promote a range of related products, e.g. To conclude, it’s one thing promoting a film using static methods, such as: posters, billboards and advertisements; however cross media convergence, synergy, vertical integration and symbiosis offer a whole ‘nother perspective and vessel to promotion; that’s why films such as The Woman in Black and The Avengers are considered as block buster’s due to the range of different marketing and promotional campaigns carried out by the film distributors. In addition to Disney and Pixar’s collaboration, Walt Disney Co also agreed to buy Marvel Entertainment Inc. for $4 billion. Cross media convergence is also used by higher concept film industries as it involves two media companies collaborating for the purpose of generating profits (synergy). trailer Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. Synergy The interaction or cooperation of two or more organizations, substances, or other agents to produce a combined greater product Convergence The combining of different forms of media in order to make a single form of media (Such as computers and television) Different form Merchandising and franchising is important, because for many major films, the money made from official products is more than the money made from box office sales. Convergence means the combining of different forms of media in order to make a single form of media (such as computers and televisions). 0000002361 00000 n 0000008752 00000 n An example of a campaign objective from a block buster is the film “The Woman in Black”. x�b```a``�e`c`��� Ȁ ��@Q�9��5kO$('00��9�i���Љ���2�85v$�q�m��–���Aa��N�. In order for a film to be successful, it must; as well as follow a good narrative and have a wide range of a-list actors; market and promote itself using a wide range of techniques. Synergy can also be described as the ‘strategy of synchronising and actively forgiving connections between directly related areas of entertainment’. Change ), You are commenting using your Facebook account. 0000002260 00000 n Disney is a great example because they are one of the first ones to really incorporate synergy. The benefits of this are that not all of the partners are necessarily aimed at children, but also aimed at adults (e.g. 0000014378 00000 n Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. 0000007235 00000 n Merchandising and franchising are fundamental in terms of making money as effective merchandising can enhance a brand’s exposure to the public and increase sales. Advertisements which appear between shows can also encourage audiences as it is an easy, yet effective way of grabbing the audience’s attention and interest. ( Log Out /  Synergy : The term used to describe a situation where different entities cooperate advantageously for a final outcome. 0 The Avengers were in cinemas worldwide. Disney and Apple have already announced several online programming deals during the past few months. Convergence and synergy plays its part here as it helps larger organizations and production houses such as “The 20 th Century Fox” or “Disney” in attracting the massive audience. Bookmark the permalink. Posted on January 29, 2013, in The importance of Cross media convergence and synergy during distribution. Nevertheless, it also creates more businesses to be made, resulting in more employment. These products can help advertise the film itself and thus help to increase the film’s sales – synchronised marketing. Official sites, such as: YouTube (which has approximately 200 million views daily), Twitter and Facebook pages (estimated to have around 1 billion users), have an online community as they are forms of social media, and so attract audiences from all over the world easily and for free. Learn vocabulary, terms, and more with flashcards, games, and other study tools.

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