Here are my findings from analyzing the marketing and promotional material for The Harry Potter series and This is England: - The Harry Potter print poster features the main characters and is clearly aimed at a young audience, capitalizing on the popularity of the book series. - Extensive marketing across multiple Warner Bros. properties like TV channels, music, and books shows synergy. The film soundtracks being released on record labels owned by the studio also demonstrates synergy. - Technological convergence is seen in the ability to watch the films online or on streaming services, as well as purchase soundtrack music digitally. This expands access. - This is England's marketing featured the gritty coming-of-age story and realist drama

1. CONNECT
SYNERGY AND
CONVERGENCE
Key words:
• Synergy
• Technological convergence
• Cross Media convergence

2. DISCOVER
TECHNOLOGICAL
CONVERGENCE
‘The trend for different technologies for the delivery of
content to start to resemble one another.’
For example, television sets will increasingly resemble
computers while computers will increasingly resemble
televisions; both will be used to download moving images from
the internet, and eventually the distinction between the separate
technologies are likely to be erased.
Such convergence has been made possible as a result of the
evolution of digital technology.
Can you think of examples of technological convergence?

3. DISCOVER
CROSS MEDIA
CONVERGENCE
‘Hardware and software coming together across media, and
companies coming together across similar boundaries. This
makes the distinction between different types of media and
different media industries increasingly dubious.’
’Media institutions delivering their product on more than one
media channel’
IMPACT ON FILM
Name all the places you can watch a film.
How has the experience changed?

4. DEVELOP
WHAT IS THE IMPACT?
Negative?
Film Piracy
Positive?
Reach audiences quickly
http://www.youtube.com/watch?v=6ILQrUrEWe8

5. DISCOVER
MEDIA SYNERGY
Media synergy is the way in which different elements of a
media conglomerate work together to promote linked
products across different media.
Example: Disney ‘High School Musical’

6. DISCOVER ‘HARRY POTTER AND
THE PHILOSOPHER’S
STONE’ (2001)
In 2000 AOL and Time Warner merged. The
promotion of ‘Harry Potter and the
Philosopher’s Stone’ by AOL Time Warner is a
good example of synergy.
Adverts for the film were The soundtrack was
shown on HBO and the released on Atlantic
WB, both American TV Records, part of
channels which are Warner Music.
subsidiaries of Time
Warner.
Articles about the film AOL’s internet service
appeared in was offering
newspapers and merchandise, and
ticket promotions tied
magazines owned by
to subscriptions for
Time Warner. AOL’s services.

7. DISCOVER
SYNERGY IN ‘SLUM DOG
MILLIONAIRE’ (FILM4)
Single
Soundtrack Original book uses film
image and is retitled
Music
Film poster video uses
promotes book imagery
from the
film

8. DEVELOP
HOW CAN YOU APPLY TECHNOLOGICAL
CONVERGENCE AND CROSS MEDIA
CONVERGENCE TO THE SOUNDTRACK?
Cross media convergence:
Soundtrack can be
accessed by purchasing a
CD or downloading on
iTunes and by listening to
the music whilst watching
the film.
Technological
convergence:
Soundtrack can be
accessed/purchased/consu
med via the internet, ipod,
mobile phone, I tunes,
youtube

9. How would you describe the following:
 Cross media convergence
 Technological convergence
 Synergy

10. STAR-PERFORMER-
PRODUCT SYNERGY
Development of a star persona across a range of media sites.
A pop star releases albums works on film
soundtrack/scores write books use song in advert
involved in rock documentaries etc
Example – Katy Price

11. DEVELOP TASK
Look at the marketing and promotional material associated with The
Harry Potter series and with ‘This is England’.
• Find the official print poster. – Who is the target audience? How
can you tell?
• Have they used any other marketing methods? Who does it appeal
to? How does this appeal to the audience?
• Has technological convergence impacted on the production,
distribution, exhibition or marketing of the film?
• Have they demonstrated any example of synergy in the promotion
of the film?
• Have they utilised cross media convergence for the exhibition of
the film? If so, what are the advantages of this?