Definition of Cross-media Convergence from the examiner

Cross Media Convergence is really a Business Studies term and refers to companies coming together vertically or horizontally (or both). The example often cited in exams is of Working Title making use of its parent company(s) to gain access to bigger stars and a better distribution network for their films. (We will learn some of these definitions next term so don't worry about them now)

—Synergy basically means companies working together to achieve an objective that couldn't be achieved independently. 1 + 1 = 3

Cross-media convergence can help with synergy if companies are wise enough to take advantage of the links they have forged. Disney is an obvious example of a synergistic company from the top down from Film Studio to Kids' TV Channel (where it further plays and promotes its films) to the Disney Store (in the street and online) where your kids can pester you to buy all the merchandise and DVDs/CDs they've seen on the TV/Web or in the cinema

Definition of Technological Convergence from the examiner

Technological convergence refers to the process where new technology is moving towards single platforms delivering multiple media outputs that can be used to reach audiences, for example, a PS3's primary function is video gaming but you can download and watch movies from Lovefilm.com on it and also watch catch up TV and music videos.

—Convergent technology is technology that allows an audience to consume more than one type of media from a single platform. Lots of aspects of the internet e.g. social networking, YouTube, online editions of newspapers and magazines are convergent.

—If talking about film, candidates could, for example, point to facebook campaigns advertising a film or viral marketing spread via the internet.

—Digital projection is convergent technology because films that are produced digitally have moved away from the physical film medium and can be supplied to theatres in digital format (lower costs for distribution versus higher start up costs for theatres switching to digital technology).

— As the film is in digital format there are also cost savings as potentially less work needs to be done on the film to get it onto Blu-Ray, DVD, internet trailers etc as no physical conversion needs to take place because the film is already in digital format.

Essay plan

There is no word limit. Refer to your SKYFALL research blog and carry out INDEPENDENT research too- eg GRAVITY in 3D.

INTRODUCTION
Devise an introduction that places the advance and impact of technological convergence on the film industry in context.

INSTITUTIONS- US FILM STUDIO:

Discuss how technological convergence can create opportunities for cross media links. How can SYNERGY relate to the concept of CROSS-MEDIA promotion.

Hollywood and its marketing strategy. Find examples of SYNERGY,  Skyfall viral adverts interesting interractive features of a studio website etc etc. Refer to your spidergram work.

INSTITUTIONS- UK INDEPENDENT CINEMA
In contrast UK low budget films- niche marketing or scant low budget marketing. How do they create awareness using tech convergence?

How has Tech convergence impacted negatively- here discuss PIRACY and how the STUDIOS are combating this threat with tech converged products- eg Blu Ray.

AUDIENCE

How has tech convergence created benefits for the audience- what other ways are there to consume SKYFALL apart from the cinema?

Conclusion

Reflect on your investigation, what does the future hold?

1) You should include the figure for the respective budget and World or UK profits of each film you will use as evidence and comment on their relevance to your discussion.

2) You must also refer to other Film Industry examples aside from Skyfall to demonstrate independent research and thinking.

Ill Manors- good example of Low Budget niche marketing

See this website as possible evidence for your essay:

http://www.slideshare.net/sandraoddy2/the-distribution-of-ill-manors

Homework question- week beginning 25th Nov- deadline-first lesson of the week

Answer the question below, making detailed reference to examples from your case study material to

support the points made in your answer.

How important is technological convergence for institutions and audiences within a media area

 which you have studied? Candidates focus on one of the following media areas though you may make reference to other  media where relevant to your answer.

• Film

• Music

• Newspapers

• Radio

• Magazines

• Video games

Skyfall- complete by next lesson

Things to add
Blog post on:

UK and World Box office figures

Any awards for Skyfall

Who is the distributor and what other territories (countries) was it shown? screen shot of imdb.com for this. In this post mention what other films this distributor has promoted.

When did the film open in the UK and US?

Any fan sites for Skyfall

Interviews?

Behind the scene youtube clip,  interviews and photographs etc.

Premiere of film - youtube clip

Merchandising- tie ins

Press interviews- which newspapers- screen shots

The Selfish Giant - Case Study.

Case Study on The Selfish Giant

See trailer and identify the film's genre.

What marketing techniques does the Selfish Giant film use? Posters, social media, website etc.
Look up idmb.com and post.
Facebook
Twitter

Which cinemas was this film exhibited in?

What is the release pattern for this film i.e. when did it open in the countries it was shown?

Any related songs?

Find examples of some positive quotes from film reviews.

What is the budget and the box office figure for this film?

Who are the distributors of The Selfish Giant and what other types of films have they distributed?

What awards has it won?

What type of publicity has it received in the newspapers?