1. Cross-media convergence – Combining of two or more mediums, and it can happen
in the film industry through production, distribution and exhibition, buy overlapping
technology.
 Skyfall song and Skyfall film
 Ill Manners film, with Plan B’s album, who also stars in it
Media synergy – The simultaneous release of different products to boost both. It is
often used by bigger companies with larger budgets to promote linked products
across different media.
 Products (can also be t-shirts or toys) or promotion
House of Cards
The US Netflix show was based on a successful British series, and was created with the
knowledge that it would be an inevitable success, due to the fact that Netflix
generally has a large range of audiences, and so the show was originally promising.
All episodes were published at once, which created a whole new perspective.
Netflix looked at data of their user’s habits to determine the characteristics of their
audience, and analyse their patterns. By combining these elements of data, Netflix
was able to create the ideal television programme.
Since Netflix is not reliant upon TV Networks or institutions, they are given the freedom
to market as they wish. They have promoted the show by letting their subscribers
know of new updates and promotions, and have put up high-profile billboards in
various states for certain programmes. As well as this, they managed to advertise on
TV during competitive time-slots.
The exhibition of the show was all done through Netflix, and the show was only
exclusive to their subscribers, which therefore encourages more people to subscribe
to Netflix, to be on top of the newest trends.
The target audience of the show is mainly an adult audience that take an interest in
politics and drama. Netflix would have attracted specific subscribers based on their
viewing history and what they have watched previously, and they would
recommend them themselves. Besides this, the general marketing would have
created more appeal and discussion over the series outside of the Netflix platform,
which would have enticed people who are interested into subscribing.
This could tell us that TV production, distribution and exhibition will mainly be online
based, and technology will be overlapped to market this film, so the appeal of the
film will branch out even further.
Netflix vs Film4
Skyfall
Marketing strategies included:
 Soundtrack, with Adele’s chart-topping title song, which was released before
the film itself
 The Coca Cola tie in the promotion of the film
 A specific phone used in the film, known as “the Bond phone” contributed
towards promoting the film as well
 Adverts created by Sony

2. Media synergy was important in the success of the film, particularly shown through
the soundtrack, and Adele’s song, considering the fact that she is a successful artist.
Both her song and the film itself are being promoted here.