SYNERGY ANDCONVERGENCE

Key words:• Synergy• Technological convergence• Cross Media convergence

TECHNOLOGICAL CONVERGENCE

WHAT ARE ALL THE THINGS YOU CAN DO ….

EFFECTS?PRODUCERS? AUDIENCES?

CROSS MEDIA CONVERGENCE

‘Hardware and software coming together across media, and companies coming together across similar boundaries. This makes the distinction between different types of media and different media industries increasingly dubious.’

Julian McDougall – Media Studies: The Basics

 

CROSS MEDIA CONVERGENCEThe combining of old and new media

Film which you can see at the cinema (old) or download via Netflix, Amazon, etc (new).

Advertising a film in a newspaper/ trailer (old) and online (new) via a scavenger huntThe combining of two or more mediums

Film industry working with the music industryVideo game industry working with the film industryMagazines subscriptions linked to films

WHAT IS THE IMPACT?

‘Did you know’

WHAT IS THE IMPACT?Negative?

Positive?

MEDIA SYNERGY Media synergy is the way in which different elements of a media conglomerate work together to promote linked products across different media.Some times this involves looking outside the conglomerate eg West End version of High School MusicalExample: Disney ‘High School Musical’

MEDIA SYNERGY Different to cross media convergence because media convergence is based on combining at least 2 different parts of the media industry whereas synergy can be 2 agents from ANY industry. Often works best which is uses very different industries.Overall the effect created is larger that if they act independently

MEDIA SYNERGYProduction – need to produce music with current musical talent (eg Adele and Skyfall, Ed Sheeran and I See Fire – 200m views)

MEDIA SYNERGYDistribution company + Online organisation + Retail organisation = larger effect on release method

MEDIA SYNERGYMarketing – Cross promotion, Related Products, Simultaneous release of new products

James Bond and Sony Xperia

The James Bond Lifestyle

How would you describe the following:

Cross media convergence

Technological convergence

Synergy

TASK

Look at the marketing and promotional material associated with our case studies, including the official websites.

• Find the official print posters. – Who is the target audience? How can you tell?

• Have they used any other marketing methods? Who does it appeal to? How does this appeal to the audience?

• Has technological convergence been used in the production, distribution, exhibition or marketing of the film?

• Have they demonstrated any example of synergy in the promotion of the film?

• Have they utilised cross media convergence for the distribution/exhibition of the film? If so, what are the advantages of this?

POSSIBLE QUESTIONS‘The current revolution in technology is changing the way both producers and audiences think of film and the film experience’. How far do you agree with this statement?

How far are new technologies changing the way audiences watch films?

How has the experience of watching films changed in recent years and how do you think it might develop in the future?

What role does the internet play in enabling people to develop their interest in films?