Cross-media convergence & Synergy

1. Cross-media
convergence &
Synergy
Benefits for Case Studies

2. Cross- media convergence
 Cross-media convergence is the coming together of two companies either
horizontally or vertically (and sometimes both).
 In collaboration, the two companies work together in order to assist in the:
production, distribution or exhibiting of a film. Cross media convergence
can also be used to market a film.
 For example, the independent company of Working title has been able to
apply cross media convergence through their merging and collaboration
with the conglomerate Universal studios, Working Title in which they were
able to benefit from the influence of Universal Studios in order to gain
access to high profile actors. Thus increasing their overall mainstream
potential audience appeal.

3. Synergy
 Synergy is when two companies, specialising within 2 different industries, work
together in order to achieve something that could not have been done
independently.
 The two companies work together, in which both work upon the same idea,
which can be used to promote their own company, yet benefits both
collaborating groups.
 During synergy both collaborating company's release their products at the
same time.
 Examples of synergy can include that of merchandise (such as games,
soundtracks and posters- which are used to entice its audiences and further
promote the film)- synergistic collaboration focuses upon the creation of non-
media products in order to support the film.

4. The difference between the two:
 Cross media convergence- this term refers to
companies working together, either horizontally of
vertically, in which they produce media products,
and are able to advantage from this collaboration.
 Synergy- this term refers to 2 companies working
together to produce two media products that are
released at the same time and benefit both
companies- these products can be non-media
related, like that of merchandise

5. Benefits of cross media convergence
for: Marvel
 Benefits:
By working with Disney Marvel has been able to broaden the quality of their products. For example, when
creating ‘Guardians of the Galaxy’ Marvel was able to take of advantage of Disney’s high dominance within the
film industry in order to gain access to well known actors, such as Chris Pratt, Vin Diesel and Bradley Cooper.
This was an advantage that Marvel may not have been able to gain one their own, and thus Disney is effective
in enhancing the capabilities of Marvels creation of media products. Also Disney’s distribution of the film
allowed for Marvel to gain coverage for reaching their intended target audiences, as by having Disney’s name
associated with the film, this also allowed for an increased audience appeal, as Marvel were able to build upon
their own fan base with that of Disney’s successful audience following. Therefore, Marvel were also able to
gain an increased overall audience appeal and attraction for their film.
 Which media industries do they have presence in?
Marvel possess a presence within the: films, comic, television and gaming industries. These industries are also
heavily covered by Disney and thus Marvel are able to effectively compliment and enhance their stance within
these industries through the support of the great conglomerate Disney, therefore by being associated with
Disney, Marvels standing with the media industry has become increasingly dominant. Disney possesses a
standing within: television – Disney Channel, abc productions , Freeform and ESPN.
 How did different areas of the Walt Disney company work together to ensure the success of
Guardians of the Galaxy?
Disney contributed to the distribution of ‘Guardians of the Galaxy’, allowing for Disney’s conglomerate
dominance to enhance the overall audience appeal and reach this film was able to gain. Also by covering this
sector, Marvel were able to focus upon the creation of the film, in which through the extensive funding of
Disney, the heavily CGI dependent film was possessed the necessary funding in order to produce a films that
was a spectacle, and thus increasing the overall audience appeal through the increased quality of the film.
Also by assisting in distribution Disney’s dominating standing with the film industry allowed for the film to be
released internationally, thus reaching a greater range of audiences on a global basis, thus benefiting both
companies in regards to audience appeal and revenue.

6. Benefits of synergy:
 By working in collaboration with companies specialising within
the industries, Marvel has been able to release a range of
products that help to promote their media products.
 For example Marvel worked in collaboration with Lego in order to
produce a range of products based upon Marvel’s ‘Guardians of
the Galaxy’, this was effective in enticing a greater target
audience for the film, as Lego’s successful customer following
with the toy industry, entices their members to find appeal within
Marvel’s film industry, thus by working together both companies
are able to gain a larger range of potential customers, as a result
of benefitting off of one another audience/customer appeal.

7. Benefits of cross media
convergence for: Lionsgate
 When producing ‘The Hunger Games: Mockingjay part 1’ Lionsgate were able to
successfully distribute the film, in which their rather dominant standing as a mini-
major company allowed for the film to possess a successful audience reach, both
nationally (within the US) and globally. However in regards to benefiting from cross-
media convergence this was only to an extent. This is because Lionsgate worked
with the production company of Colour force, although allowed for Lionsgate to focus
their funding more upon the distribution and marketing of the film, with the limited
influence that colour possesses in regards to production their presence did not
greatly benefit the film financially or in regards attracting a larger audience, as their
name lacks the recognisable reputation for quality that producers such as Universal
possess. However, in regards to Colour Force’s contribution to the production of this
film, this was rather great. This is because Colour force are somewhat revered for
their skill in creating films based upon books, such as their successful interpretation
of ‘diary of a wimpy kid’, this production skill resulted in successfully contributing the
success of the quality of the film, as the received great audience appeal, in which its
success can be inferred from its box office grossing of $755.4 million, which is a
great profit in comparison to their budget of $155 million. Thus revealing Cross
media convergence to have contributed to the overall quality and success of the
production stage, in which Lionsgate could then focus their influence upon ensuring
their film reached its intended target audience.

8. Benefits of Synergy
Lionsgate worked with the companies of: Yahoo, Kabam, Samsung and
Tumblr. This was highly beneficial for Lionsgate in increasing the overall
audience appeal for both ‘The Hunger Games-Mockingjay Part 1’ as well as
the participating collaborating companies. This is because, for example
through Kabam’s release of ‘The Hunger Games; Mockingjay’ app mobile
game, the product company's success was enhanced by the popularity of
Lionsgate's film, and Lionsgate’s potential audience members were
broadened through people who became enticed to see the film through
entertainment provided by the film based game. Also through possessing
pages upon online sites such as Tumblr, the overall target audience
regarding the reach of the film was increased. This collaboration also helped
Tumblr, whose ‘The Hunger Games: Mockingjay’ Page gained an increased
popularity and potential audience members as a result of fans of the newly
released film.

9. Benefits of cross media convergence
for: Heyday Films
 By relying upon the expertise of Studio canal when distributing
Heyday’s film, ‘Paddington’, Heyday films were able to benefit from
the dominance that this company possesses in regards to reaching
specific target audiences . Through this distribution coverage,
Heyday were able to contribute the majority of their efforts upon the
creation of their film, thus saving funding in regards to contributing
the overall film experience, for example the realism of the CGI of the
film’s animal protagonist, in which the films effects were met with
highly positive reviews. Also as a distribution company this was also
able to benefit Studio Canal I which their film distribution coverage
was able to be increased with the collaboration of such films,
therefore proving successful in assisting Heyday films in
establishing a good target audience reach and appeal (as Studio
Canal helped to distribute the film internationally) and thus
increasing the overall film revenue and audience success.

10. Synergy
 In regards to the synergy of ‘Paddington’, Heyday productions
worked in collaboration with ITunes, in which the company
released Paddington app based upon the released film. This
collaboration was effective in enticing a greater audience for both
ITunes, in which fans of the film were able to find the film based
game more relatable and appealing, as well as benefitting the
audience appeal of Heyday film’s ‘Paddington’ as audience
members of ITunes would most likely come into contact wit the
existence of this product, thus raising an awareness of the film
and therefore that of the potential target audience. Thus Heyday
were able to benefit from synergy in this way. However, their
overall audience did also derive from the iconic children’s books
in which the film is based.

11. Benefits of cross media
convergence for: Warp Films
 In regards to the production stage of Warp Film’s ‘71’ this was able
to benefit greatly in regards to film quality through the cross media
collaboration of: Crab Apple Films, Warp Films, Film4, BFI Film
Fund, Screen Yorkshire, Creative Scotland. These companies
were effective in assisting Warp in the creation of a realistic film,
contributing to the historical accuracy of the films content well as
assisting in the speed in which the film was able to be produced.
However in regards to the effectiveness of this collaboration it can
be seen that although a high quality film was created, in regards to
the profits produced, this was not a success. This is because the
film was unable to raise in revenue above their initial budget (in
which the figures were: a budget of £8.1 million yet a $2.9 million
revenue). Therefore in regards to this collaboration the production
stage benefitted however , the actual exchange of the film did not,
as this was evidently not high enough in order to create a profit.
 This also reveals that the films collaboration with the highly
established distribution company of Studio Canal was somewhat
unsuccessful as although their influence may have increased the
revenue slightly, this still evidently lacked the impact that Warp
needed in order for the film to emerge a financial success.

12. Synergy
 In regards Warp Films application of synergy when promoting their film ‘71’, this
played a somewhat unsubstantial role within the company. This is because unlike
that of conglomerate companies, Warp Films holds the status of an independent. As
a result of this status in comparison to the dominance4 of conglomerates, such as
Disney and Universal Studios, Warp Films possessing a significantly less amount of
influence and reputation within the film industry. Therefore in regards to convincing
institutions of company and product release collaboration, Warp Films lacks the
capability and recourses to achieve this, in regards to highly revered conglomerates.
Also however, due to Warp’s ethos to create films that celebrate and express the art
and originality of film, rather than to appeal to a mass audience, using such a
technique is not a priority that Warp holds, as the release of two products and
collaboration with another company, may both take away from the companies initial
focus to produce an artful and creative film and may also possess audience
increasing effects that independents, like Warp films, are not particularly interested
in. Therefore in regards to synergy this was used very little by Warp Films, however
some collaboration with companies such as SavyPress in order to advertise their film
was used (therefore revealing their marketing reliance to be far more dominant within
cross media convergence rather than spending funds upon the creation of additional
film promoting products).