Section b synergy
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Transcript of Section b synergy
Synergy
LO: To be able to explain synergy, using appropriate terminology
What different types of movie merchandise can you think of?
What is it?
The way in which different elements of a media conglomerate work together to promote linked products across different media.
Harry Potter Synergy
The film of Harry Potter promotes the DVD which promotes the book which promotes the advent calendar which promotes the studio tour which promotes the film…
How does synergy work?
Synergy works when different elements within a media (film) conglomerate create linked products e.g. film, soundtrack, video game
Each distinct element promotes others
E.g. Harry Potter and the Philosophers Stone
In 2000 AOL and Time Warner merged. The promotion of
HPATPS by AOL and Time Warner are good examples of SynergyAdverts for the
film were shown on HBO and WB, both American TV channels which are
subsidiaries of Time Warner
The soundtrack was released on Atlantic Records, Part of Warner
MusicAOL’s Internet
service was offering
merchandise, and ticket
promotions tied to subscriptions
for AOLs services
Articles about the film
appeared in newspapers and
magazines owned by Time
Warner.
Can you complete one of these for the deathly hallows pt
2?
Harry Potter and the Deathly Hallows Part 2
Soundtrack – Warner Bros and Water Tower Music
Game – WB Games &EA Games (Publisher/Developer)
Wizarding World of Harry Potter – Harry Potter Studio Tour - WB Merchandise – WB Shop
Hollywood Media Synergy When and why did Hollywood switch its
focus to megafranchise movies? How are megafranchise movies
defined? How important are sequels in the film
industry? What is ancillary revenue? How
important is it? How important are video games to the
film industry?
Vertical vs Horizontal Integration
Vertical Integration Big Studio
MGM, Warner Bros, 20th Century Fox, Paramount &
RKO
Produce the FilmsThey owed studios to shoot in
and the stars to act in their films
ExhibitionThese big studios owned
their own cinemas. The only place to watch their films
No longer the case as the courts ruled that the studios had to sell off their cinemas as it gave them too much of a
monopoly on the industry
Horizontal Integration
Hollywood has moved from vertical integration to horizontal integration
Because of this they now focus on producing films which can be cross-promoted with other media texts.
Ancillary revenue has now become more important than box office revenue.
Constant media synergy
Every piece of media within the same brand promotes every other piece of media under that umbrella.
“The Disney stores promote the consumer products which promotes the parks which promote the television shows. The television shows promote the company.” Former Disney CEO Michael Eisner
Multimedia Supertexts
“The industry can scaresely be treated in terms of movie and videogames and theme-park rides as separate entities or isolated media texts. Rather, they are related aspects…of entertainment supertexts, multimedia narrative forms…the essential text within these media franchises is the Hollywood Blockbuster film” Thomas Schatz
Can you think of any other mega franchises?
James Bond Shrek Batman Twilight
Spectacle
Megafranchise films rely on the use of spectacle.
High budget productions with expensive set design and special effects.
This works as a ‘barrier to entry’ to lower-budget films, allowing the major studios to continue to dominate the film industry.
Task
Write a short paragraph explaining what you understand by synergy.