SYNERGY

CONNECT

Recap

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’

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.

DISCOVER

SYNERGY IN ‘SLUM DOG MILLIONAIRE’ (FILM4)

Original book uses film image and is retitled

Film poster promotes book

Soundtrack

Single

Music video uses imagery from the film

DISCOVER

SYNERGYSynergy 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.

CROSS PROMOTIONThe 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.

Filmed interview with ‘Tribute Movies’ (Canadian online film magazine)

DVD cover

Cross promotion of the lead actors Charlie Hunnam and Idris Elba.

PACIFIC RIM

http://piercetheheavens.blogspot.co.uk/2013/07/5-reasons-why-pacific-rim-is-most-anti.html

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

http://www.huffingtonpost.com/christopher-rosen/pacific-rim-box-office_b_3595944.html

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’.

1 HOUR

What significance does the continuing development of digital media technology have for media

institutions and audiences?