“Cross-media convergence and synergy are vital processes in the successful marketing of media products to audiences.” To what extent do you agree with this statement in relation to your chosen media area? You must choose to focus on one of the following media areas. You may also refer to other media in your answer. Film - Music - Newspapers - Radio - Magazines - Video games
Synergy is the simultaneous release of different products to boost both. Synergy is used more by bigger companies as they are able to use media conglomerate to promote linked products across different media. Cross media convergence is the combining of two or more mediums. This can either happen in the production, distribution and exhibition stage. Synergy and cross media convergence can be seen a most vital in the marketing stage of a film for many reasons however it is also dependent on the companies budget.
In today’s society we no longer need to buy DVDs as we can download them online or watch them on YouTube. Blu-Ray DVDs carry more features than the original DVD and it can be played on HD TV. The Inbetweeners Movie was released on Blu-Ray which included features and an extended cut. You could also rent the film on 4OD and on LoveFilm. It can be seen that the release of the DVD for ‘The Inbetweeners Movie’ was going to be successful due to the success in the series of The Inbetweeners, this gave an advantage for the company as they knew that their target audience was going to be interested in this new release. This is therefore suggesting that cross media convergence is vital in successful marketing as The Inbetweeners Movie may not have done as well as it did without the TV series coming out first. However due to them being a Independent company they relied heavily on social networking sites such as Facebook and Twitter where they would be able to communicate with their target audience.
On the other hand when look a big budget film cross media convergence and synergy are used in different way. An example of a good use of cross convergence and synergy is Skyfall. With a high budget of $29 million being spent on production, distribution and exhibition the movie became successful because of its high anticipation within the James Bond fan base. An example of convergence used to advertise this movie is a song by Adele released alongside the film. The song became very popular and created a good awareness of the film. An example of synergy used to advertise Skyfall is releasing an aftershave called 'James Bond 007' and also Sky had a channel dedicated to all the James Bond Movies. This is only possible due to them being a major company.
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