synergy and cross-media convergence

synergy and cross-media convergence

synergy

  • the working together of conglomerates to market a media product; thus maximising exposure and profit.
  • the linking up of various companies to make profits from one product, thus helping advertise the film & increase the film's sales.
  • working together with another company or another part of the same company, to achieve something that benefits all around
examples:
  • Black Panther --> under 'one' company (Disney + Marvel)
    • comic book
    • book
  • Black Panther --> under two different companies
    • LEGO
    • toys (Hasbro)
  • film promoting the film with happy meals at McDonald's
  • wonder woman
    • dr pepper

cross-media convergence

  • relates to one text (Film) products that are consumed across different media platforms.
  • you can consume media on:
    • mobile phone
    • tv
    • radio
    • magazines
    • DVD
the difference between cross-media convergence and synergy:
  • cross-media convergence involves only media products while synergy involves merchandise.



  • The level of ownership (money available), has a large impact on how you can use CMC.

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