1. The Importance of Cross Media Convergence & Synergy in Production, Distribution & Marketing

2. The Importance of Cross Media Convergence & Synergy in Production, Distribution & Marketing
KEY TERMS
Convergence
Synergy
Cross-Promotions
Symbiosis
360 Degree Products
Definition:
How all aspects of the media (websites, newspapers, television etc) are used to market a film.
Show understanding of how companies work together to produce, distribute & market films.

3. Film:
INTRO
Watch this creative video on the topic of: Cross Media Convergence & Synergy. Pay close attention as it will help you understand this topic.

4. -QUESTION-
What is CROSS-MEDIA?
What is CONVERGENCE?

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
Film:
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. Watch the three trailers
-TASK-
Watch the three trailers
for your case study
‘Avengers Assemble’

10. List the similarities between the trailer & the campaign posters
How do you know the poster and the trailer belong to the same film?

11. Film:
Synergy
Synergy (Working together) is the term used to describe a situation where different entities cooperate together for a final outcome.
Synergistic market is created through various products displaying continuity: same styling, colour, typography etc.
Symbiosis is the linking up 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.

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. Film:
Overview
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.

15. -TASK- Budget VS Use of CMC & Synergy
Each table has a different budget. What part does money play in how you use CMC & Synergy?