The document discusses marketing strategies for the Harry Potter franchise across various media platforms. It describes how Warner Bros. has partnered with other companies to develop over 400 video games based on popular franchises like Harry Potter. It also discusses the marketing campaign for the film Harry Potter and the Deathly Hallows Part 1, which included soundtrack releases and promotions on social media and mobile devices. Finally, it discusses the concept of convergence in media and how synergistic marketing can help advertise films by licensing characters and content across multiple products.

1. Marketing

2. Above the line marketing Below the line marketing

7. http://www.mugglehub.com/ http://harrypotter.warnerbros.com/harrypotterandthedeathlyhallows/mainsite/dvd/

8. Harry Potter and the Deathly Hallows Part 1 Soundtrack, released on the WaterTower label “ WaterTower Music (formerly New Line Records) is an American record label owned by Time Warner and operates as a division of Warner Bros. Entertainment”

9. “ For over a decade, Warner Bros. Interactive Entertainment (WBIE) has been dedicated to making AAA games by partnering with the best publishers and developers in the Interactive Industry. Working across all platforms, WBIE manages over 50 games a year for breakout franchises such as Harry PotterTM, The Matrix, Scooby-Doo, The Powerpuff Girls and Looney Tunes to name a few. To date, WBIE has launched over 400 titles from the old Atari console systems to today's next generation platforms.” “ A new game engine built specifically to leverage the technology of HD consoles ensures high definition graphics and intense combat gameplay that will immerse players in the action like never before! Under development by EA Bright Light Studio, Harry Potter and the Deathly Hallows - Part 1 and Harry Potter and the Deathly Hallows - Part 2 are being developed for the PLAYSTATION 3, Xbox 360, Wii, Nintendo DS, Windows PC, and mobile devices .”

14. http://www.monstersfilm.com/ “ In the weeks leading up to the UK release date of 3 December 2010 a marketing campaign using social network Foursquare was announced. Vue Entertainment and Cineworld Cinemas set up 'infected locations' which gave users access to exclusive Monsters content and the chance to win random on-the-spot prizes.” The soundtrack will see release at the end of November on the Domino sub-label Double Six Records London-based indie record label

15. Convergence in the context of media refers to the technology driven unification of different media channels. For many years different media were clearly separated: broadcast TV, broadcast radio, newspapers, books, video and film, recorded music etc. The internet and other digital methods of distribution have changed this. A digital connection or physical medium can carry any type of content. Video can be distributed on a mobile phone network or music over the internet. This not only means that different types of media are converging, but also that media and telecoms are converging. In addition to convergence at the distribution level there are areas in which the same content can be re-packaged across media: for example, computer games and films use the same content in different ways. This also creates powerful marketing synergies . Convergence is part of a much broader change in the media that is being brought about by new technology. Although this has not happened as fast or as profitably as many hoped during the dotcom boom, changes are nonetheless happening. From an investment point of view the key consequence is the potential impact of the change on established media companies revenue streams.

16. In media economics, synergy is the promotion and sale of a product (and all its versions) throughout the various subsidiaries of a media conglomerate, e.g. films, soundtracks or video games. Walt Disney pioneered synergistic 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 webshooters and figures of the characters made, as well as posters and games.