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

2. 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?
DISCOVER

3. 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?
DISCOVER

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

5. 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’
DISCOVER

6. ‘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
shown on HBO and the
WB, both American TV
channels which are
subsidiaries of Time
Warner.
The soundtrack was
released on Atlantic
Records, part of
Warner Music.
Articles about the film
appeared in
newspapers and
magazines owned by
Time Warner.
AOL’s internet service
was offering
merchandise, and
ticket promotions tied
to subscriptions for
AOL’s services.
DISCOVER

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

8. 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
DEVELOP

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. TASK
Look at the marketing and promotional material associated with
‘Pacific Rim’ and ‘A field in 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?
DEVELOP