1. CONNECT
Synergy
Recap

2. DISCOVER
Media Synergy
Media synergy is the way in which different elements of a media conglomerate work together to promote linked products across different media.
Example: Disney ‘High School Musical’

3. ‘Harry Potter and the Philosopher’s Stone’ (2001)
DISCOVER
‘Harry Potter and the Philosopher’s Stone’ (2001)
In 2000 AOL and Time Warner merged. The promotion of ‘Harry Potter and the Philosopher’s Stone’ by AOL Time Warner is a good example of synergy.
Adverts for the film were shown on HBO and the WB, both American TV channels which are subsidiaries of Time Warner.
The soundtrack was released on Atlantic Records, part of Warner Music.
Articles about the film appeared in newspapers and magazines owned by Time Warner.
AOL’s internet service was offering merchandise, and ticket promotions tied to subscriptions for AOL’s services.

4. synergy IN ‘Slum Dog Millionaire’ (Film4)
DISCOVER
synergy IN ‘Slum Dog Millionaire’ (Film4)
Single
Soundtrack
Original book uses film image and is retitled
Music video uses imagery from the film
Film poster promotes book

5. Synergy
Synergy also relates to media products combining in a synergistic way. This is often demonstrated through their marketing material. How do they create synergy through the choice of images, font, shot types, sound, language, slogans etc For example, a poster for the film may use the same logo, font and main image as the DVD cover and the poster. This creates synergy. It cross promotes the product.

7. Cross Promotion
The cooperative marketing by two or more companies of one another's products. Cross promoting different companies, products or individuals that work together. Cross promotion is an example of synergy.

8. Filmed interview with ‘Tribute Movies’ (Canadian online film magazine)
Cross promotion of the lead actors Charlie Hunnam and Idris Elba.
DVD cover
Filmed interview with ‘Tribute Movies’ (Canadian online film magazine)

9. Pacific Rim Is this why it didn’t prove very commercially successful?
No cross promotion deals with fast food chains
No obvious product placement
No promotional song/sound track
why-pacific-rim-is-most-anti.html

10. Can you see any other examples of synergy in:
Viral marketing
Trailers
Merchandise
Spend 20 minutes exploring the synergy created in the promotional material for ‘Pacific Rim’ and for ‘A field in England’.

11. 1 hour
What significance does the continuing development of digital media technology have for media institutions and audiences?