Week 7 - Essay Question

Cross Media Convergence and Synergy are vital processes in the successful marketing of a media product to audiences. To what extent do you agree in relation to you case studies?

We rely heavily on technology for many areas of our lives, including the marketing and distribution of media products. I believe that technology makes it possible to market a film with ease and to wider audiences. However, I think it is more difficult for smaller budget films to use synergy or cross media convergence due to a lack of finances and not being well known to worldwide audiences.

‘The big six’ global institutions (Universal, paramount, 21st century Fox, Warner Bro’s, Sony and Disney) all find producing films a lot easier and will continue to be successful as they have the money to distribute and advertise their creations to worldwide audiences.

A movie produced by Disney titled “Guardians of the Galaxy” is a good example of a movie that successfully used synergy. A ‘Guardians of the Galaxy’ Animated Series is planned to be shown on Disney XD. Disney is always looking for multiple platforms to increase brand recognition and to introduce a wider audience. Disney looks to the small screen for new opportunities as well as huge cinematic releases. An animated series will no doubt appeal to younger fans (i.e. children) that don’t necessarily fall into the film’s PG-13 demographic. Attracting a younger audience will not only lead to increased ticket sales, but also a higher level of interest in the merchandise (especially toys) that will showcase Rocket Raccoon, Groot, and space action.

Cross media convergence was also a vital part of the film and its ongoing success. When director James Gunn began assembling the soundtrack for his Marvel superhero movie, he wanted familiar hits but not music that is overplayed on the radio.

As he worked, the director compiled a playlist of tunes, most from the Seventies, that he thought the character would have liked. David Bowie, the Runaways and the Jackson 5 all make appearances.  A week after its release, Guardians of the Galaxy: Awesome Mix Vol. 1 topped the album charts, becoming the first soundtrack ever to do so without having a single original song.

It is clear that these processes added to the success of the film but it would have been successful even without synergy or cross media convergence due to the brand recognition by the audience and the large budgets that large media conglomerates have.

On the other hand, small budget, independent films would benefit a lot more from synergy and cross media convergence but it is a lot more difficult for them to get involved in these processes. 

An example of an independent film that was successful with synergy and cross media convergence is “Honey Trap”.

The director of the film, Rebecca Johnson, collaborated with a number of people to create her movie. She collaborated with Sarah Sulick, to produce the film – David Raedeker who directed the photography – Tracy Granger who edited the film. They all contributed in the production of the film. She also collaborated with Julie Fawcett who is the Community Liaison and it was her permission that was needed to film in the Community Trust Neighbourhood Centre and she was able to gather enough youths for the production.

An example of synergy is the music used in the film that was compiled and produced by Bucks Music Group. Artists on board include critically acclaimed grime artist MC Killa P.

The cross media convergence of the film also helped its distribution and marketing. The film is linked in to other film festivals but does not have any major conventions. However it is going to be made as a co-production between Bright Pictures and Fierce Productions.

To conclude, I believe synergy and cross media convergence has a different importance for smaller budget films than it does for huge media producers and conglomerates. I think large media conglomerates use these processes to create as much money as possible and keep large successful films successful for as long as possible. On the other hand, smaller budget films use it to gain the recognition they may desperately need to reach as wide an audience as possible; therefore, it is a lot more meaningful for smaller film producers.