Marketing essay (synergy and cross-media convergence)
To what extent has cross-media convergence and synergy played a part in the success of the media texts you have studied? Cross-media convergence and synergy play a massive role in the overall success of a film. Cross-media convergence is the coming together of media companies to promote a media text that will benefit all parties involved. In a similar way; synergy also promotes a media product by the coming together of conglomerates who benefit from the exposure but it is rather a media product that is tangible like merchandise. Cross-media convergence is seen more heavily in regards to the big Hollywood films. This plays an important role in why the oligopoly; the Big 5 (Disney, Sony, Universal, Paramount, Warner Brothers) are able to dominate the film landscape. We are able to understand the effect of these strategies as we look at the large overall success of big Hollywood blockbusters and compare it to that of the less wealthy and smaller indie films. Like mentioned befor...