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“Cross-media convergence and synergy are vital processes in

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Henali Ramji

on 10 March 2015

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Transcript of “Cross-media convergence and synergy are vital processes in

“Cross-media convergence and synergy are vital processes in the successful marketing of media products to audiences.”
As technology is becoming more available for consumers, the British Film Industry has also decided to use cross-media convergence and synergy for their own marketing of their films.
An example of a British Film Industry that has done this is Working Title. Working Title is a subsidiary company of Universal which makes Universal the conglomerate parent company, it is a great advantage for Working Title to use cross-media convergence and synergy for their films. Universal manages the distribution and marketing of the film whereas Working Title focuses on the production of the film. An example of this is ‘The Boat That Rocked’ which was released in 2009. Due to Working Title being owned by Universal, Working Title had a budget of £50million which allowed them to think about ways they could use cross-media convergence and synergy to market their film. They had made iPhone apps and used Spotify to present the actors and films soundtrack. The use of digital marketing strategies was used to attract the audience between the ages of 16-24. Even with the use of cross-media convergence and synergy, the film wasn’t successful as the use of digital marketing strategies was not appealing to the target audience. Therefore, the film only made £36 million at the box office. This explains to us that just by using cross-media convergence and synergy will not help the film be successful without thinking about who the target audience is for the film.
Many British films studios do not have the budget to create a successful digital marketing campaign; an example of this is the film ‘1 Day’. This film was produced by Blast films and distributed by Vertigo films. The reason for why this film didn’t become successful was that they didn’t use any cross-media convergence and synergy to market the film due to their budget being only £750,000. However, instead of using cross-media convergence and synergy, they created posters and trailers for the film. Even though they were able to create a website they decided to rely on the word of mouth to their target audience. As the film did not use any cross-media convergence and synergy; it can be argued that the film was not successful and only made £15,000 at the box office. This shows the importance of cross=media convergence and synergy when marketing films to the audience.
It can be argued that cross-media convergence and synergy are vital processes in the successful marketing of a film to the audiences. This is shown in many British Films.
To what extent do you agree with this statement in relation to your chosen media area?
Cross-media convergence is vital in film industries as it allows the audience to engage with their products through different ways. Synergy and cross-media convergence has positively impacted films as they are able to engage the audience’s interest in the film even before the cinema release. For example ‘The Dark Knight’, released by Warner Brothers had created a website [whysoserious.com] which allowed the audience to do a hunt online to unlock the teaser trailer of the film. The use of cross-media convergence had helped the film before cinema release as consumers were very excited to see the teaser before it coming out. It also showed that the film was successful as the films gross was approximately $200 million in the opening weekend. This shows that films have been positively impacted even before the film release.
In conclusion, cross-media convergence and synergy can take a huge part when marketing films as it raises awareness of the film even before its release. Not only this, but it can help the film be a success with the way it’s used as using cross-media convergence and synergy can also bring a failure to the film. In addition to this, the budget of the film can also be an issue to why the film isn’t successful.
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