Synergy
Skyfall: the making of this movie saw Eon Productions working in synergy with distributors Metro-Goldwyn-Mayer and Columbia Pictures in order to promote and release the movie for cinema. http://www.jamesbondlifestyle.com utilized promotional tools from the movie in order to promote their own product, and in turn, promote the movie itself.
Above is an example of synergy between the movie and Coca-Cola which promotes both products. People who see this and like James Bond may think to themselves that they can feel like Bond by drinking Coca-Cola Zero. Product placement in the movie itself occurs:
This image shows Bond in the foreground with a Aston Martin DB5 in the background.
Ill Manors: production company Film London Microwave, BBC Films and Aimimage worked with distributors Revolver Entertainment to release the film to the general public. The film itself acted as a promotional tool for musician Plan B, with 6 original songs being featured for the movie. The iLL Manors album bore the same name as the movie and the music itself help drove the narrative of the movie, as the story follows several different characters and branching arcs.
Pictured above is the album, iLL Manors. The movie itself is represented by each original track from the album. Similarly, Adele's "Skyfall" theme song for the movie helped to promote it just as the release of iLL Manors helped promote its own. The album went straight to No. 1 in the Official UK Album Charts upon release in July 2012.
Cross-Convergence
Skyfall: as aforementioned, Adele's "Skyfall", which bore the name of the film, helped promote the theme and the music. This example of cross-media convergence sees both film and music work alongside one another in order to promote one another's material.
The song was awarded an Academy Award for Best Original Song in 2013, at the 85th event.
Ill Manor: the album by Plan B, iLL Manors, shared the plot and themes of the movie, as well as it's title. The album's popularity, being released at No. 1 in the Official UK Album Charts upon its release, helped both artist and movie. On a budget of just $100,000 it made $453,570 at the box office.
In Conclusion: synergy is a simultaneous release of different products to boost both. It is a promotional tool used most often by bigger companies as the different elements they put together to promote linked products across different media. Film/Soundtrack/Phone/Game are all examples of synergy and sees conglomerates (like Sony) are able to use synergy to boost profits because of their diversity - i.e. they own subsidiaries. These are all mutually beneficial to one another in their promotion.
Integration
The film Skyfall promotes the soundtrack, which promotes the film, which in turn promotes the game which in turn promotes TV through ads, then websites, the advent calendar which then promotes the movie etc. All products here, are say, Sony owned.
An example of vertical/horizontal integration:
Vertical (going down) and horizontal (going along) works differently but the end goal should prove beneficial in the promotion of the end product. Batman movie is being made in production, is distributed by a company and then exhibited in cinemas. This would be vertical. Come horizontal DC Comic perhaps release a comic in cohesion to the movie in order to promote both brands. In addition, Rock Steady Games release a new Batman game and promote the movie and comic, as well as the game itself.
Another example above of both vertical and horizontal integration.
Synergy: iLL Manors vs. Skyfall
When it comes to synergy, Skyfall offers the more marketable profitability when it comes to promotion. As part of the already established James Bond franchise, Skyfall already has a fanbase to fall back on as well as a major production company (Eon Productions) with a budget of $150-200 million. In addition, synergy between different companies make for more products in order to expand promotion, affordable through budget.
Furthermore, Skyfall has the ability to appeal to an international audience. This is not only due to its star power (Daniel Craig, Judi Dench, Ralph Fiennes, Javier Bardem etc.) but shooting locations and settings. it is exotic in style and makes for a more widened experience. Meanwhile iLL Manors was shot predominately in an urban landscape with a budget of just $100,000 to its name.
Convergence: Old Media & New Media
Particular magazines (old media) which have also established a website (new media) is an example of this. TV (old) that has constructed interactive channels (new), and film (old) which is now a downloadable product (new), are also examples.
Examples:
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