Synergy involves using multiple media platforms together to promote a single product, like a film. Convergence involves different media companies collaborating on a single product. The films Attack the Block and Super 8 both used synergy and convergence in their marketing. Attack the Block used social media, outdoor ads, and TV promotions. Super 8 had a viral marketing campaign, was promoted through other media like video games, and was released by multiple studios. Both approaches helped promote recognition of the films and boost their box office returns.

1. Synergy & Convergence
What is Synergy? What is convergence?
A synergy is when several media platforms work
together to create one product.
Facebook
Synergy in
advertising
Twitter
Websites
Magazines
Posters
Food packing
Busses
Synergy is
used to
market and
advertise the
film so the
audience
recognize the
product and
help to
promote the
film more.
Convergence is when two or more media
companies/institutions come together for one
product, for example product placement.

2. Synergy - Attack the Block
All marketing tried to direct the audience to
the social network sites and there was a large
TV and print campaign.
The opening weekend figures are £1,133,859 for the UK.
This was on 352 screens and it was third in the box office
results. This is quite unusual for a British film without a
major studio distributor, but is common for European co-
production.
Standout media included an E4 promotion for the young
audience, the social media such as Twitter and Facebook,
also a national 6 page outdoor campaign.
The estimated budget
costs is £9 million.
There were no initial plans for US distribution. One of the
reasons for this was the use of London accents and the slang
used by the teens.
The UK DVD and Blu-ray Disc release was on the
19th September 2011.
On play.com a limited edition
glow- in-the-dark box set is on
offer.
The USA DVD / Blue-ray Disc was
released on 25th October 2011. The
USA release of the DVD and Blu-ray
Disc actually traded on the accents
as a selling point.

3. Convergence - Attack the Block
The film was distributed by Optimum Releasing for
the UK. It was released on the 13th May 2011.
The opening weekend figures are £1,133,859 for the
UK.
This was on 352 screens and it was third in the box
office results. This is quite unusual for a British film
without a major studio distributor, but is common
for European co-production.
In the USA, it had a limited release to 8 screens and
took $137,580. It was eventually released to 66
screen across the USA. The US theatrical release was
on July 29th 2011.
Attack the Block is an independent film so they lack
in financial funding that a major company would
have so they are therefore limited.

4. Synergy- Super 8
Super 8 was promoted through an extensive viral marketing
campaign. The first trailer for the movie was attached to Iron
Man 2, released in May 2010.
The film was released on Blu-ray and DVD on November 22,
2011. The release was produced as a combo pack with a
Digital Copy, including nine bonus features and fourteen
deleted scenes.
The video game Portal 2 contains an interactive trailer
placing the player on board the train before it derails, and
showing the carriage being smashed open and the roar of the
alien within.
The official Super 8 website also contained an "editing room"
section, which asked users to find various clips from around
the web and piece them together.

5. Convergence - Super 8
Super 8 was released on June 10, 2011, in
conventional and IMAX theaters in the US.
The film was released on June 9, 2011, in Australia; June 10, 2011,
in the United States; and August 5, 2011, in the United Kingdom.
On June 8, Paramount also launched a “Super 8 Sneak Peek”
Twitter promotion, offering fans a chance to purchase tickets for an
advance screening, taking place on June 9, 2011, in the United
States.The film opened at #1 in the U.S. Box Office for that
weekend, grossing about $35 million.
Super 8 is the first original J. J. Abrams film project
produced by Amblin Entertainment, Bad Robot
Productions, and Paramount Pictures.

6. The benefits of...
Synergy could be used in film advertising, it keeps
a constant image throughout all its
advertising,this enables the audience to recognize
the film quicker and also promotes the film more.
It gets the viewers involved in different social implications of media.
For example internet services such as Facebook and Twitter so the
readers can update the breaking news regularly and read this
wherever they are.
The film is promoted by different platforms.Technology has changed
how we consume the news. Watching TV isn’t the only way we find
out the latest news. We can find the latest news on the internet by
checking the website of the News Company using downloads or
going on social network sites which are updated regularly. Smart
Phones now have an internet access, so they can check the news out
anywhere. With social networking sites developing, we can engage
with other members of society on the related subject
...Synergy in film. ...Convergence in film.