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Media convergence and synergy film

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The document discusses media convergence in the film industry. It explains that media convergence occurs when old and new media combine in production, distribution, and exhibition. Examples provided include magazines producing websites, TV creating interactive channels, and films being distributed digitally. The document also discusses how different industries like film, TV, and video games collaborate through media convergence and synergies to create larger effects than working independently.

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Film Industry
Media Convergence  Questions to think about  What happens when different types of media come together? What new experiences do we get? What are the advantages?
Media Convergence  The combining of Old and New Media in production/distribution/exhibition  The combining of two or more Mediums Production/distribution/exhibition
Old and New Media  Particular Magazines (old media) which have also produced a website (new media)  TV (old media) which have constructed interactive channels (new media)  Film (old media) which is now a downloadable content (new media)
Combining of 2 or more mediums  TV industry which work with the animation industry  Film industry which work with the music industry  Video game industry which work with Online Media
Synergy  This also works with Media convergence.  Synergy is the meeting of 2 or more agents which have a larger effect then if they acted independently.  Difference: media convergence is based on media industry whereas synergy can be two agents from any industry.
Synergy  You may recognise synergy at all stages of production/distribution/exhibition  Production: when a film is produced and the producer is required to work with another agent e.g. Music professionals = synergy
Synergy  Distribution: when distributing your film or placing a marketing campaign you may need to work with other agents for a larger impact. Distribution company + Online organisation + Retail organisation = larger effect on release method = Synergy
Synergy and Marketing  Cross promotion: 2 or more agents working together to gain exposure from one another's audience  Related products: also known as merchandising. Products which have been produced by other agents which are related to the film  Simultaneous release: For companies that have got similar products coming out it makes sense for the release dates to be the same so the marketing push can be schedule for one big launch.
Quantum:  Production: media convergence can be recognised in this stage through the production team working with 3D specialists and hand animation specialists to create the effect of Bond using a motorbike to vault from a jetty onto a cargo ship.
Quantum  Distribution: Synergy  Heineken Pilsener: released as Quantum beer  Avon: perfume featuring Bond girl  Coke: rebranded coke zero as coke zero zero seven.
Quantum  Synergy: Cross promotion  Sony: Competition ‘mission for a million’ Registered players to use products to complete tasks. Each completed mission = chance to win $1 million + trip
Attack the Block  Media Convergence: worked with online media. ‘Online provides the hub for the campaign’.  Worked with radio. ‘radio used to convey the tone of the film’  Worked with TV industry: core of the plan
Attack the Block  Media convergence: Social Hub: Facebook: ‘Targeted ads to start early on to build early awareness and encourage users to ‘defend their block.’ Also aimed to generate VIRAL spread.
Attack the Block  Synergy Channel Mix: working with TV in order to maximise awareness through coverage channels, comedy and music. Live Magazine: reach urban London teen audience.
Attack the Block  Synergy Simultaneous release: ‘High reach mass press was used to drive awareness on day of release. Metro and The Sun.

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Media convergence and synergy film

  • 2. Media Convergence  Questions to think about  What happens when different types of media come together? What new experiences do we get? What are the advantages?
  • 3. Media Convergence  The combining of Old and New Media in production/distribution/exhibition  The combining of two or more Mediums Production/distribution/exhibition
  • 4. Old and New Media  Particular Magazines (old media) which have also produced a website (new media)  TV (old media) which have constructed interactive channels (new media)  Film (old media) which is now a downloadable content (new media)
  • 5. Combining of 2 or more mediums  TV industry which work with the animation industry  Film industry which work with the music industry  Video game industry which work with Online Media
  • 6. Synergy  This also works with Media convergence.  Synergy is the meeting of 2 or more agents which have a larger effect then if they acted independently.  Difference: media convergence is based on media industry whereas synergy can be two agents from any industry.
  • 7. Synergy  You may recognise synergy at all stages of production/distribution/exhibition  Production: when a film is produced and the producer is required to work with another agent e.g. Music professionals = synergy
  • 8. Synergy  Distribution: when distributing your film or placing a marketing campaign you may need to work with other agents for a larger impact. Distribution company + Online organisation + Retail organisation = larger effect on release method = Synergy
  • 9. Synergy and Marketing  Cross promotion: 2 or more agents working together to gain exposure from one another's audience  Related products: also known as merchandising. Products which have been produced by other agents which are related to the film  Simultaneous release: For companies that have got similar products coming out it makes sense for the release dates to be the same so the marketing push can be schedule for one big launch.
  • 10. Quantum:  Production: media convergence can be recognised in this stage through the production team working with 3D specialists and hand animation specialists to create the effect of Bond using a motorbike to vault from a jetty onto a cargo ship.
  • 11. Quantum  Distribution: Synergy  Heineken Pilsener: released as Quantum beer  Avon: perfume featuring Bond girl  Coke: rebranded coke zero as coke zero zero seven.
  • 12. Quantum  Synergy: Cross promotion  Sony: Competition ‘mission for a million’ Registered players to use products to complete tasks. Each completed mission = chance to win $1 million + trip
  • 13. Attack the Block  Media Convergence: worked with online media. ‘Online provides the hub for the campaign’.  Worked with radio. ‘radio used to convey the tone of the film’  Worked with TV industry: core of the plan
  • 14. Attack the Block  Media convergence: Social Hub: Facebook: ‘Targeted ads to start early on to build early awareness and encourage users to ‘defend their block.’ Also aimed to generate VIRAL spread.
  • 15. Attack the Block  Synergy Channel Mix: working with TV in order to maximise awareness through coverage channels, comedy and music. Live Magazine: reach urban London teen audience.
  • 16. Attack the Block  Synergy Simultaneous release: ‘High reach mass press was used to drive awareness on day of release. Metro and The Sun.