Homework

 June 2012


 Section B: Institutions and Audiences Answer the question below, making detailed reference to examples from your case study material to support the points made in your answer. 2 “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  

Cross-media convergence and synergy I believe has a big impact on how successful film marketing is. Cross-media convergence and synergy are very similar topics however, synergy is the simultaneous release of different products this  benefits for all products and cross-media convergences is the combining of two or more mediums and can happen at any of the three stages (production, distribution and exhibition) also this but also includes non-media related products such as, the coke advertisement of the film Skyfall.
   
Without cross-media convergences and synergy marketing a film would be difficult. The film Skyfall used both synergy and cross-media convergence a lot, the film had, a well-known artist release a song which was featured on the film, advertisement with coke, a James Bond fragrance, games, t-shirts, toy cars and many more marketing projects. All these benefited the film because they promoted it but it also benefited the product, for example: the coke advert would be associated with a popular film which would have promoted coke as-well. 

Skyfall was a very successful film which took a profit of about 1 billion worldwide, in comparison to ill Manors which took just under half a million. These two figures are totally different and I think this was mainly down to the budget the films had but how the film was marketed. ill Manors used synergy when Plan B released an album alongside the film however Skyfall did the same and much, much more. 

The release of Adele's single, Skyfall, created a wider range of possible consumers, but this also benefited Adele because her music was heard by a wider range of consumers and promoted her music. Adele is signed with Columbia Records which is owned my Sony and Eon productions are partners with Sony, this is an example of vertical integration. I believe that when companies work together the more people become aware of there products and this is a win win situation.

In conclusion I believe that cross media convergence and synergy are very important fro the marketing stage of promoting a film when it is used in the correct way and the film has a  significant  budget.