Working Title Films utilizes synergy by leveraging its ownership by Universal Films and NBC Universal to market and distribute its films across multiple platforms. As part of a large media conglomerate, Working Title Films can produce and distribute television shows and films through Universal's production studios and distribution networks. It can also promote its content through NBC's television channels and theme parks. This level of integration allows Working Title Films to exploit various related products from one film across different outlets to increase profits.

1. Synergy
A Definition:
 Synergy (from the Greek syn-ergos, συνεργός meaning
working together) is the term used to describe a situation
where different entities cooperate advantageously for a
final outcome. Simply defined, it means that the whole is
greater than the sum of its parts.
 It’s the ‘strategy of synchronising and actively forging
connections between directly related areas of
entertainment’.
 New Technologies support this process – web, social media,
blu-ray, streaming. Media institution exploit various
platforms to sell various products related to one film (e.g.
film and soundtrack and video game).
 Symbiosis is the linking up of various companies to make
profits from one product

2. An example of synergy from Disney
CD
Game
DVD
Outlets

3. An example of synergy from Working Title Films….
DVD
Sound Track

4. Convergence
 Convergence is the process by which a range of media
platforms are integrated within a single piece of media
technology.
 For example the PS4 is a games console, a blu-ray player,
social platform, marketplace, internet, VOD and more.
 The iphone is a phone, a camera, a video camera, an
streaming device, radio, a games console, a web browser, a
computer and more.
This demonstrates ‘convergence’ of a wide range of
technologies.
Media institutions recognise that audiences enjoy using
converged technology, want to consume media in a variety
of different ways (including ‘on the go’) and provide short
form content for downloading eg video clips, trailers, music
videos, jingles, wallpapers, music tracks etc

5. NBC Universal
 Working Title films is owned by Universal films
 Universal films is part of NBC Universal, which in
turn is owned by Comcast.
 Comcast corporation is a US-owned global
telecommunications conglomerate.
 It also owns companies involved in broadband,
broadcasting, phones, pay TV, film, theme parks
and TV production.

6.  Can produce their own tv shows and films at
Universal Studios
 Can distribute, market and exhibit films they own
through their own cable and satellite channels, eg
Sky or NBC
 Can market and exhibit content through their tv
channels and entertainment parks
 They can distribute their content through their
partnership with Apple via i-tunes
 They are part of a global conglomerate
NBC Universal

7.  As a company they have..
Have integrated film, music, web and distribution
technology into the company, including owning
big stakes in cables and wires that deliver these
services.
Therefore they are vertically integrated because
they own all the different companies involved in
film, from production to distribution to exhibition.
They are also horizontally and laterally integrated
because they have all the expertise for producing
media content under one roof – films, tv, theme
parks, internet and distribution thus being able to
produce all the related media content for one film
under the same roof (see synergy)
Comcast

8. Why is this important to
Working Title Films?
Points to think about…
 Production
 Distribution
 Marketing
 Exhibition
 Merchandising – increase profits
 Use the links on my journal to help you