Practice Answer – Synergy & Cross Media Convergence

Remember The Mark Scheme 20 marks for Analysis & Argument 20 marks for Examples 10 marks for Terminology

Tidbits from Yesterday The New York Times estimated the cost to make Avatar was $500 million (highest estimate I could find) Avatar made almost $2.8B in cinema sales (Box Office Mojo) Avatar has made almost $400M in DVD/Blu Ray sales (the- numbers.com) TBTR cost 50 million to make, only took in 36 million globally TBTR made just under 5 million from DVD/Blu Ray sales (the- numbers.com)

Introduction State the focus of the essay State your case studies State a brief preview of your argument

Body Paragraphs Discuss the implications of cross media convergence and synergy to the studio and audience with the specified audience Cross-Media Convergence Avatar Day (Imax and internet) Avatar first consumption as marketing (Soundtrack ft Leona Lewis, Video Game, Film) Including Global release date The Boat That Rocked/Pirate Radio (months apart) Piracy loss (46% of a studio's revenues comes from DVD sales) – How does it impact cinema sales for Pirate Radio? The Boat That Rocked contest in The Sun for tickets to the premiere, London hotel and copy of the soundtrack Seems small and insignificant if competing with global powerhouses The Boat that Rocked via The Mail Online offered free Mp3 players and created Characters’ playlists via Spotify Name change of The Boat That Rocked to Pirate Radio also eliminated a large amount of cross-media convergence and implicit marketing that already existed Synergy Symbiotic marketing with World Leading brands: Coca Cola, McDonalds, Disney, and Panasonic Coke Zero campaign turning marketing into pull media Symbiotic marketing suggests to the audience that Avatar will be world-level quality on account of their partnership Additional licensing opportunities with clothing, toys, video games, books, etc Also allows them to target a larger target audience for their ’12’ rated film Also a part of Avatar Day with Mattel’s toy reveal Additional revenue stream [ANCILLARY REVENUE] ($150M in 6 months) The Boat That Rocked pursued some forms of ancillary revenue (t-shirts, posters, etc.) – 15 ranked, can’t market/license in the same way/methods to attract a larger audience