The document discusses synergy and convergence in film promotion, illustrating these concepts with case studies of 'Teenage Mutant Ninja Turtles (2014)' and 'Mrs. Brown's Boys D'Movie'. Synergy involves various marketing strategies like soundtrack release, merchandise tie-ins, and promotional events to enhance a film's visibility, while convergence refers to the combination of different media platforms for distribution and audience engagement. The analysis highlights how both films successfully leveraged these strategies to boost audience interest and sales.

1. Synergy and Convergence
Janakan Loganathan

2. What is Synergy?
• Synergy is the simultaneous release of
different products to boost up the films’ sale.
It can be used by bigger companies like
Warner Bros, Universal, Paramount Pictures
and more at the different elements in order to
work together to promote linked products
across the different medias.

3. Synergy (Case Studies)
Teenage Mutant Ninja Turtles (2014 film):
• The Teenage Mutant Ninja Turtle movie was very capable, qualified and well taught when it came to
promote the film.
• The soundtracks (including the bonus track) were produced using American rappers such as (Wiz
Khalifa, Juicy J, Kill The Noise, Ty Dolla Sign and Madsonik) it show how the film and the artists are
connected together to give the movie itself a wider audience so that the film can be successful.
• In McDonald’s Teenage Mutant Ninja Turtles toys were released with the kids’ Happy Meal as this will
create awareness to the kids to watch the movie in the cinema and the Happy Meal boxes were
featured with the four turtles to persuade the kids to take their parents to watch the movie. The toys
were released before the movie was ready to be released first in Los Angeles and New York City.
• On June 18, 2014 Playmates Toys announced they have a new product line of toys based entirely on
the film, including action figures, vehicles and role play gear.
• Nickelodeon Consumer Products also announced a complete merchandise line-up of movie-based
products that will be available in all major retailers from July 2014 through holiday season.
• Teenage Mutant Ninja Turtles can be notified within a second because the movie is a reboot of the
Teenage Mutant Ninja Turtles film series.
• Clothing such as t-shirts, jumpers, socks, hoodies, onesies and tracksuits for kids and adults have been
released with the main characters on in order to promote the movie.
• Costumes of the main characters have been released for kids and adults.
• TMNT has its own section devoted to the Teenage Mutant Ninja Turtles (2014 film). The four main
characters walk around shopping centres to promote the film by letting children taking and posing for
the photos.

4. Synergy (Case Studies)
Mrs. Brown’s Boys D’Movie:
• The common pink costume of the main character Mrs. Brown has been released to promote
the film.
• Mrs. Brown’s costumes can be purchased from Very.co.uk, Amazon.co.uk, Ebay.co.uk and
Play.com
• Alternatively, Mrs. Brown clothes such as t-shirts and jumpers have been printed with her
face on it alongside with her main phrases such as “Feckin’ Hell Mrs. Brown”
• Official Mrs. Brown’s Boys 2015 Wall Calendar was revealed when the film was released in
Savoy Cinema in Dubin.
• Pink Mrs. Brown’s Boys “Feckin’ Mug/Cup was released just before the film was about to
release in order to create awareness.
• Mrs. Brown’s Boys sound greeting cards were also released to promote the film to a wider
audience.

5. What is Convergence?
• Convergence is combining two or more
mediums. This can happen in distribution or
exhibition of a film. For example, it happened
when the music industry came together with
the film industry when Adele released a new
single for the film Skyfall featuring James
Bond.

6. Convergence (Case Studies)
• Teenage Mutant Ninja Turtles (2014 film):
• Magic Pockets released a Nintendo 3DS game based on the film on August 8, 2014 to
coincide with the movie. A mobile game, also based on the film, was released on July 24,
2014 so people who use their phones 24/7 can get the access to play the game from
downloading it from iTunes or Google Play
• A soundtrack album of all the film music has been released by Atlantic Records on August ,
2014. It was on many types of platforms such as iTunes, Spotify, YouTube, Google Play and
CD.
• Trailers of the film have been released constantly to promote the film to a wider audience.
• The trailer reached over 31.4 million views on YouTube in its first week. A second version of
the trailer was released on April 30, 2014.
• Footage of the film was show at CineEurope with an introduction from Megan Fox.
• On August 4, 2014, Pentatonix released a new song titled “We Are Ninjas” and a music video
as part of the promotion of the film.
• Paramount released a new trailer which includes the single “Reptile’s Theme Song” by
Skrillex.

7. Convergence (Case Studies)
• Mrs. Brown’s Boys D’Movie:
• A soundtrack album have been released on CD to promote the film.
• Video clips of the main film being produced have been released to excite the audiences of
the film.
• Trailers of the film have been released on YouTube to get a wider audience.
• An autobiography of Brendan O’Carroll who is the writer and the main character in Mrs.
Brown’s Boys D’Movie , includes him talking about the production and distribution of the
film.