SYNERGY AND CONVERGENCE                                             Film Industry RevisionKey Points to remember:Synergy i...
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Pirates of The CaribbeanThe film used new media technologies using 3D cameras................................................
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Synergy and convergence film revision

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Synergy and convergence film revision

  1. 1. SYNERGY AND CONVERGENCE Film Industry RevisionKey Points to remember:Synergy is the meeting of 2 or more agents which have a larger effect than ifthey acted independently.Convergence can be recognised as media convergence and technologicalconvergence.Technological convergence: previously discreet (separate) technologiesforming into one- e.g. Mobile Phone and InternetMedia Convergence: two media industries working together to form oneproduction. E.g. Music and FilmInevitably: media convergence can also be a form of synergy as two agentsare working together to create a more effective product.However: Synergy is really about marketing and promotionTASK: Can you remember what the definitions are for the following terms?CrossPromotion .............................................................................................................................................................................................................................................................................................................................................................................................RelatedProducts .............................................................................................................................................................................................................................................................................................................................................................................................SimultaneousRelease .................................................................................................................................................................................................................................................
  2. 2. ............................................................................................................................................TASK: Write down whether you think the points below are media convergence,technological convergence or synergyAttack The BlockThe Hub for their campaign for the film was the Internet so they used OnlineMedia to grab the attention of their audience which created a viral marketingstrategy................................................................................................................................They worked with coverage, music and comedy TV channels to maximiseawareness................................................................................................................................They worked with LIVE MAGAZINE to reach their urban London targetaudience...............................................................................................................................They worked with Radio Stations to convey the tone of the film to their targetaudience................................................................................................................................StudioCanal (production company) worked with the distributing companyOptimum Releasing to distribute the film....................................................................................................................................................Play.com have an exclusive edition, with a Glow-in-the-dark sleeve, featuringone of the creatures rather than the cast..............................................................................................................................The soundtrack for the film was an original score composed by Simon Ratcliffeand Felix Buxton of the popular electronic dance music group Basement Jaxx................................................................................................................................
  3. 3. Pirates of The CaribbeanThe film used new media technologies using 3D cameras................................................................................................................................A Super Bowl TV spot was used to screen the trailer 3 months before therelease of the film...............................................................................................................................The tie ins were as followed: Lego toy set, lego related video game, a cellphone app, lines of nail polish by OPI, clothing from Hot Topic, jewellery fromSwarovski..............................................................................................................................................................................................................................................They also used further TV commercials................................................................................................................................They used Online Media to create a Facebook page and a POC web page................................................................................................................................Events at Disney Theme Parks...............................................................................................................................On April 2007, Disney bought the rights to Tim Powers novel On StrangerTides and decided to use as the basis for a fourth movie................................................................................................................................ Important Note: remember BIG VS SMALL companies. It is easier for a major to synergise then it is for smaller production companies. Majors own various industries within the media. E.g. Sony Pictures Entertainment may own the film company and soundtrack company which means they will need to approach less companies which will save them a lot of money.

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