“Cross-media convergence and synergy are vital processes in the successful marketing of media products to audiences.” To what extent do you agree with this statement in relation to your chosen media area?

“Cross-media convergence and synergy are vital processes in the successful marketing of media products to audiences.” To what extent do you agree with this statement in relation to your chosen media area?

In order to answer the question above, we must first establish what cross-media convergence and synergy actually are in terms of media. Cross-media convergence is defined as the combining of two or more mediums i.e. TV/film/computer/websites/radio etc. Whereas, synergy is the releasing of 2 or more products at once that promote one another. Synergy works when different elements of companies work together. This is best done by a media conglomerate (big companies that own the different elements). Synergy has a much larger effect than if one product were to exist alone. They have a mutually beneficial relationship as they are symbiotic. The marketing proportion of a film is defined as the action or business of promoting and selling products or services, including market research and advertising. In order for the film to be successful, it must be marketed correctly and efficiently in order to advertise and make sales.

Cross-media convergence and synergy are very important processes when dealing with the marketing of films. This is due to the fact that these different types of marketing allow for a larger effect. This therefore means that a wider audience can be reached and this means that there is a higher chance for a potential profit to be made. Cross-media convergence and synergy have been used for films like Skyfall and Ill Manors. Sony Pictures' Skyfall was released at the same time as Sony-owned soundtrack CD (which placed at number 1 for weeks in the charts). This CD charting benefited both the soundtrack and the film. This was due to the fact that the soundtrack made money and profit but also promoted and created hype about the film.This was similar to Ill Manors where the film was released the same time as Plan B's CD and soundtrack which charted number one in the UK charts. This benefited both the soundtrack and film similar to Skyfall. Due to the fact that the artist who sung Skyfall was more famous than the artist who soundtracked against Ill Manors, the popularity and hype was bigger for Skyfall than it was for Ill Manors. Due to the fact that Sony are a wide company, they were able to release a new TV and adverts which featured Skyfall when promoting it. Both of the DVDs were advertised on the websites of each individual film. Due to the fact that Skyfall are a bigger company than the company who created Ill Manors, merchandise was able to be marketed in order to create a hype about the film. The selling of the merchandise encouraged people to talk about the film. By selling merchandise, profit can be made and therefore gross of the film becomes more than that of Ill Manors.