Synergy and convergence in case studies

1. Synergy and Convergence
By Simon Cheshire

2. Synergy
• Synergy is the simultaneous release of
different products to boost the films sales, it
can be used by bigger companies at the
different elements ‘then work together to
promote linked products across different
media’s

3. Synergy in my case studies
• Lego Movie:
• The Lego movie was very good at using synergy to help promote the film.
• Themed Lego events were held to show how the film and the product
Lego connects together.
• Actual Lego sets of the film were released meaning fans could recreate
actual sets of the film.
• In McDonalds eight limited cups were released with every Kids Happy
Meal, these were released at the same time of the film to help promote it.
• Mini figures have been released of the majority of the characters.
• Lego land has it own section devoted to The Lego Movie the main
characters constantly walk round meeting children and posing for photos.
• Costumes of the main characters have been released for both adults and
children.
• Clothing such as t-shirts have been released with the main characters on.

4. Synergy in my case studies
• Mrs Browns Boys D’Movie:
• A calendar of the main characters in action have
been released.
• A fancy dress costume of the main character Mrs
Brown has been released along with the film.
• Also clothing such as t-shirts and jumpers with
Mrs Brown’s face or the films logo has been
released with also boosts the films word of
mouth advertising.

5. Convergence
• Convergence is combining two or more
mediums, this can happen in production,
distribution or exhibition of a film. For
example it happened when the music industry
came together with the film industry when
Adele released a new single for the film
Skyfall.

6. Convergence in my case studies
• The Lego Movie:
• Two types of video games have been released for the Lego Movie,
this includes a normal edition or a limited edition which comes with
a special edition mini figure of the main character.
• A soundtrack album of all the films music has been released on
many types of platforms such as ITunes, Spotify, YouTube and CD.
• A theme song called ‘Everything is Awesome’ has been released
and this has been without meaning to be done and has been copied
by other artists and posted on YouTube which is a good use of cross
media convergence for the film.
• YouTube clips of the main actors have been released talking about
the characters they play and what their characters impact is on the
film.

7. Convergence in my case studies
• Mrs Browns Boys D’Movie:
• A soundtrack of all the films songs have been
released on CD.
• A autobiography of Brendan O'Carroll which
includes him talking about the production and
distribution of the film.
• Video clips of the main film being produced
have been released to excite the fans of the
film.