The document discusses synergy and cross-media convergence in the film industry. It defines synergy as the simultaneous release of multiple related products to promote each other, like a film and its soundtrack. Cross-media convergence involves combining different mediums, like film, television, and websites. Large media conglomerates can best take advantage of synergy by using all their subsidiary companies to promote linked products. For example, a film studio and record label under the same parent company can work together to promote a film and its soundtrack. The document also discusses how synergy was used for The Hobbit film franchise through related products and marketing across media.

2.  To be able to use the terms synergy and cross
media convergence using appropriate
terminology in the right context.

3.  What benefits are there when different products
come together when a film is produced,
distributed and exhibited?
 What new experiences do we get?
 What are the advantages?

4.  Synergy is the simultaneous (at the same time)
release of different products to boost both.
 Synergy can be used most often by bigger
companies as the different elements them
(often a media conglomerate) work together to
promote linked products across different
media.

5.  Synergy releasing 2 or more products at once that will
promote each other
 They have a large effect than if just one product existed
alone – they have a mutually beneficial relationship. (this
means they are symbiotic).
 Film / Soundtrack / Phone / Game
 Conglomerates (like Sony) are able to use synergy to boost
profits because of their diversity – i.e. they own lots of
different companies.

6.  A film of promotes the soundtrack
which promotes the DVD which
promotes the game which promotes the
TV, which promotes the website which
promotes the advent calendar which
promotes the film etc etc.......
 All products are owned by the same
organisation.
 This is Vertical Integration.

7.  Synergy works when different elements of companies (a
media conglomerate does this best) promote each other.
 Eg a film studio, record label, video game division all
create linked products eg the film, soundtrack, video
game.
 Each distinct element promotes each other.
 Sony can use SYNERGY much more as it is a
conglomerate which owns various smaller companies
(subsiduaries)

8.  Using the Mac’s how was synergy used was
used with our case studies: Fifth Estate, Shifty
& Hobbit

9.  The combining of two or more mediums.
 Different mediums are TV / film / computer
graphics / radio/ website etc
 Media convergence in the film industry can
happen in production, distribution or
exhibition.
 It happens when the music industry comes
together with the film industry when e.g.Adele
releases the new single for Skyfall.

12.  Synergy and cross media convergence are quite
similar.
 The key difference is that cross media convergence
involves media products and synergy can involve
non media products eg. merchandise.
 The distributors of ‘Shifty’ cant use synergy in the
same way as ‘The Hobbits’ can, due to financial
power and this is a major disadvantage.
 This is one of the key differences to understand. .....its
another example of where it is an uneven playing
field between conglomerates and small independent
companies.

13. How was it used in the Hobbit?

14.  Synergy and cross media convergence: 2 or more products
being released together to gain exposure from each other’s
audience
 Tie ins - this isnt really synergy as products are released which
have been produced by other companies (other than the
production /distribution companies) which are related to the
film.
 With tie ins, there is not really a symbiotic relationship as its
debatable how much publicity the film gets from the products,
eg with Tom Ford clothing, the clothes get promoted off the
film, but the clothes don’t promote the film in the same way.

15.  How do large companies benefit more from
synergy and cross media convergence than
smaller companies?

16.  Refer to the exam question earlier in the
PowerPoint and create a resource (1 side of A4)
to help you answer the question
 Include key points
 Link to your case studies
 Examples of the synergy etc relating to your
case study