To be able to use the terms synergy and cross media convergence using appropriate terminology in the right context.

What benefits are there when different products come together when a film is produced, distributed and exhibited?

What new experiences do we get? What are the advantages?

Synergy is the simultaneous (at the same time) release of different products to boost both.

Synergy can be used most often by bigger companies as the different elements them (often a media conglomerate) work together to promote linked products across different media.

Synergy releasing 2 or more products at once that will promote each other

They have a large effect than if just one product existed alone – they have a mutually beneficial relationship. (this means they are symbiotic).

Film / Soundtrack / Phone / Game Conglomerates (like Sony) are able to use synergy

to boost profits because of their diversity – i.e. they own lots of different companies.

A film of promotes the soundtrack which promotes the DVD which promotes the game which promotes the TV, which promotes the website which promotes the advent calendar which promotes the film etc etc.......

All products are owned by the same organisation.

This is Vertical Integration.

Synergy works when different elements of companies (a media conglomerate does this best) promote each other.

Eg a film studio, record label, video game division all create linked products eg the film, soundtrack, video game.

Each distinct element promotes each other. Sony can use SYNERGY much more as it is a

conglomerate which owns various smaller companies (subsiduaries)

Using the Mac’s how was synergy used was used with our case studies: Fifth Estate, Shifty & Hobbit

The combining of two or more mediums. Different mediums are TV / film /

computer graphics / radio/ website etc Media convergence in the film industry

can happen in production, distribution or exhibition.

It happens when the music industry comes together with the film industry when e.g.Adele releases the new single for Skyfall.

Synergy and cross media convergence are quite similar.

The key difference is that cross media convergence involves media products and synergy can involve non media products eg. merchandise.

The distributors of ‘Shifty’ cant use synergy in the same way as ‘The Hobbits’ can, due to financial power and this is a major disadvantage.

This is one of the key differences to understand. .....its another example of where it is an uneven playing field between conglomerates and small independent companies.

How was it used in the Hobbit?

Synergy and cross media convergence: 2 or more products being released together to gain exposure from each other’s audience

Tie ins - this isnt really synergy as products are released which have been produced by other companies (other than the production /distribution companies) which are related to the film.

With tie ins, there is not really a symbiotic relationship as its debatable how much publicity the film gets from the products, eg with Tom Ford clothing, the clothes get promoted off the film, but the clothes don’t promote the film in the same way.

How do large companies benefit more from synergy and cross media convergence than smaller companies?

Refer to the exam question earlier in the PowerPoint and create a resource (1 side of A4) to help you answer the question

Include key points Link to your case studies Examples of the synergy etc relating to

your case study