2. Convergence
Convergence is the process by which a range of media
platforms are integrated within a single piece of media
technology. For example, the new X Box 360 is a games
console, a DVD player, an internet modem.
The iphone is a phone, a camera, a video camera, an mp3
player, an FM radio, a games console, a web browser, a
palmtop computer.
This demonstrates ‘convergence’ of a wide range of
technologies.
Media institutions recognise that audiences enjoy using
converged technology, want to consume media in a variety
of different ways (including ‘on the go’) and provide short
form content for downloading eg video clips, trailers, music
videos, jingles, wallpapers, music tracks etc
3. Synergy
A Definition: Synergy
(from the Greeksyn-ergos, ,συνεργ ός meaning working together) is the
term used to describe a situation where different entities cooperate
advantageously for a final outcome. Simply defined, it means that the
whole is greater than the sum of its parts.
It’s the ‘strategy of synchronising and actively forging connections
between directly related areas of entertainment’.
New Technologies support this process – web, dvd, downloading. Media
institution exploit various platforms to sell various products related to one
film (e.g. film and soundtrack and video game).
Symbiosis is the linking up of various companies to make profits from one
product.
4.
5. Symbiosis
This is when different companies work together to promote a range of
related products. E.g. High School Musical the film will enable spin-offs
like Happy Meals, Easter Eggs, bed linen, toy characters etc and the
distributor will agree licensing deals for companies to make and sell
this merchandising. A percentage of the profits will go back to the
distributor .
Walt Disney pioneered symbiosis marketing techniques in the 1930s
by
granting dozens of firms the right to use his
Mickey Mouse character in products and ads, and continued to market
Disney media through licensing arrangements.
These products can help advertise the film itself and thus help to
increase the film's sales. For example, the Spider-Man films had toys of
‘web shooters’ and figures of the characters made, CD soundtracks,
video games, DVD’s and other merchandising.
6.
7. Vivendi Universal
• Working Title films is owned by Universal films
• Universal films is part of Vivendi Universal
• Vivendi Universal is a giant name in the world of
the privatised water industry all over the world,
from Brazil to the UK
• It also owns major phone companies in many
countries
• It also owns 60 publishing houses selling 80
million books a year / 40 million CD-ROMs a year
8. Vivendi Universal
• Vivendi Universal own Cineplex and Odeon
cinema chains- another distribution an
marketing outlet .
• Also owns MP3.com
• Also owns Canal+ (French TV subscription
channel) which has 14 million subscribers in 11
countries in Europe.
• Canal+ part finance Working Title Films
productions.
• Owns Universal records. (22% share of global
market across 63 countries)
9. Vivendi Universal
• Can produce their own T.V. shows and films at
Universal Studios.
• Have exclusive distribution rights of Working Title
films and soundtracks.
• Can distribute, market and exhibit films they own
through their own 13 cable channels, eg Chiller
channel for horror films, Movies 24 in UK and
Canal+ in Europe.
• Can market and exhibit content through their tv
channels and entertainment parks.
• They can distribute their content through their
partnership with Apple via i-tunes.
10. MP3.com
• Vivendi Universal own MP3.com They can use
this as a platform to distribute Universal owned
content
• They can also use the MP3.com as a platform for
advertising content and can sell advertising space
to other related companies eg CBS have links to
their film sites.
• Therefore the company benefit from audiences
owning converged technology such as a video-
ipod as this is where they will download and
exhibit their content
11. Vivendi Universal
As a company they have..
• integrated film, music, web and distribution
technology into the company,
including owning big stakes in cables and wires that
deliver these services.
• Therefore they are vertically integrated because they
own all the different companies involved in film, from
production to distribution to exhibition.
• They are also horizontally integrated because they
have all the expertise for producing media content
under one roof – films, tv, magazines, books, music,
games thus being able to produce all the related media
content for one film under the same roof (see synergy)
12. Why is this important to
Working Title Films?
• Points to think about…
• Production
• Distribution
• Marketing
• Exhibition
• Merchandising – increase profits
