Case Study: Films & Synergy

Movie: Harry Potter and the Philosopher's Stone 

In 2000 AOL and Time Warner merged. the promotion of this movie by AOL Time Warner is a good example of synergy. Ads for the movie were shown on HBO and WB, both American TV channels which are subsidiaries of Time Warner. The soundtrack of the movie was released on Atlantic Records, part of Warner Music. Articles about the movie appeared in newspapers and magazines owned by Time Warner AOL's internet service was offering merchandise, and ticket pro,onions tied to subscriptions for AOL's services.

This example of synergy is also a great showing of the utilization of subsidiary companies under their conglomerates, exhibiting just how expansive they truly are. Cross media convergence and integration is shown here as well, with various media platforms (newspapers, TV and internet) being used. Synergy works when different elements within a media conglomerate promote and link different products. Each distinct element promotes one another.

Another Example

The movie of High School Musical is another example of promotion through synergy. It promoted the DVD, which promoted the soundtrack, which promoted other products and on various other media platforms.

Vertical Integration Marketing

Using these movie titles:

• The Creepy Tale of Slenderman - horror, suspense thriller, found-footage
• Last Stand of the Wreckers - sci-fi, animation
• Maximum Ride - superhero, drama

The Creepy Tale of Slenderman: obviously inspired by the horror game of the same name, it already has a foundation to build upon, as well as a fanbase. A video game can be produced along side the full-length feature movie, in order to boost public awareness and revenue come release date. They both work-off one another. Plus figurines or toys could be made of the Slender Man himself. Being it a horror based story, it will attract fans of the genre.

Tagline: "Don't look or it takes you."
Soundtrack: Heavy rock/metal based i.e. Marylin Mansion (possible music from the game)
Target Audience: adults, angst-teens
Release time: October, Halloween season

Last Stand of the Wreckers: somewhat similar to that of the Transformers, this animation would appeal to those who like animation and action-packed films. In fact it is based of off a comic from the series. It also appeals to children in multiple forms, with Disney and Pixar utilizing animation movies for years in order to draw the demographic. In addition, synergy between companies can produce various merchandise, being it clothes, toys or other accessories that kids would aspire to collect.

Tagline: "Impossible odds, weird brain bullets... it doesn't much better than this!"
Soundtrack: Garage rock, alternative rock i.e. Linkin Park
Target Audience: children, young teens
Release time: Summer for movie release, Christmas time for DVD/Blu-Ray addition.

Maximum Ride: from the looks of the poster, this appears to appeal to a young adult, teen demographic, as it features a woman with wings overlooking a skyscraper filled city. This reminds me of Divergent trilogy of books and movies, which appeared to the same demographic and looks similar. This would no doubt attract a young female audience due to it's female lead, as she will be looked upon as a role model. This is indeed an adaption of a Japanese manga, that is identified as a series of young adult fantasy novels.

Tagline: "You've got to soar to survive." 
Soundtrack: Pop, R'N'B i.e. Rihanna
Target Audience: teens, young adults
Release time: Autumn, wind-down between seasons.

Synergy, Cross-Convergance and Integration

The two movies we will be looking at for this specific topic:

• Skyfall 
• Ill Manors

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: 

• from Private Eye magazine to it's very own website. Old and new.
• BBC and the BBC iPlayer. Watching the news on TV to watching on your phone or game station via an app.
• Deadpool being available in cinemas or to download via Amazon Prime for a price, thus being viewed online.

Music Video Example: "Sober" by Tool

"Sober" by Tool is the music video I have chosen to showcase. Released as part of their first full-length feature album Undertow in 1994, "Sober" is a song that details the dangers of addiction, most specifically the addiction to alcohol. It was inspired by a friend of the band, who apparently "was only creative when under the influence." The accompanying music video utilizes clay figures and stop-motion animation. It has a very disturb tone, much like the song itself, making for a hauntingly memorable atmosphere.

The video itself follows a clay-like figure who is seemingly entrapped in a rundown apartment building. The figure wanders almost aimlessly around the apartment, usually carrying, inspecting and opening a mysterious box. This box is similar to that of Pandora's box in that the figure constantly opens it and unleashes his problems, in this case alcoholism (or perhaps drugs). When the box is opened it is a seemingly bottomless, dark pit that offers nothing. It is symbolic in that it contains the empty dreams and promises made while under the influence.

The lyrics go well with the video itself:
There's a shadow just behind me,

Shrouding every step I take,

Making every promise empty,

Pointing every finger at me.

Waiting like a stalking butler

Who upon the finger rests.

Murder now the path of "must we"

Just because the son has come.

Jesus, won't you fucking whistle

Something but the past is done?

Jesus, won't you fucking whistle

Something but the past is done?

Why can't we not be sober?

I just want to start this over.

Why can't we drink forever.

I just want to start this over.

I am just a worthless liar.

I am just an imbecile.

I will only complicate you.

Trust in me and fall as well.

I will find a center in you.

I will chew it up and leave,

I will work to elevate you

Just enough to bring you down.

Mother Mary won't you whisper

Something but the past is done.

Mother Mary won't you whisper

Something but the past is done.

Why can't we not be sober?

Just want to start this over.

Why can't we sleep forever.

I just want to start this over.

I am just a worthless liar.

I am just an imbecile.

I will only complicate you.

Trust in me and fall as well.

I will find a center in you.

I will chew it up and leave,

Trust me [x5]

Why can't we not be sober?

Just want to start things over.

Why can't we sleep forever.

I just want to start this over.

I want what I want [x4]

Media Ownership: The Big Six

The film industry is by far and largely dominated by a select group of very large, rich and powerful companies, known as media conglomerates. These companies have grew and become large enough through:

• Personal success
• More money
• End result

The big six media conglomerates in the U.S. are as follows:

• Disney - a list of movies made under the Disney conglomerate include: Snow White and the Seven Dwarfs, Pinocchio, Fantasia, Dumbo, Bambi, Cinderella, Alice in Wonderland, Peter Pan and much more.
• General Electric (G.E.)
• Viacom
• Time Warner
• CBS
• News Corp

The combined North American market share of the big six make up to 90% of the market in the film industry. The big six film studios in North America include:

• Warner Brothers
• Paramount
• 20th Century Fox
• Walt Disney Pictures
• Columbia Pictures
• Universal Pictures

Key terms that apply to this topic include the following:

• Convergence -  the merging of mass communication outlets – print, television, radio, the Internet along with portable and interactive technologies through various digital media platforms. An example: the PS4 being able to perform and enable multiple apps, such as Netflix and YouTube.  
• Synergy - used to describe a situation where different entities cooperate advantageously for a final outcome. An example: McDonalds and a toy company partnering up in order to sell toys with "Happy Meals". 
• Concentration of media ownership - a process whereby progressively fewer individuals or organizations control increasing shares of the mass media. An example: Rupert Murdoch, owner of News Corps and 21st Century Fox.
• Cross-media ownership - the ownership of multiple media businesses by a person or corporation. These businesses can include broadcast and cable television, film, radio, newspaper, magazine, book publishing, music, video games, and various online entities. An example: Rupert Mudroch. 
• Conglomerate - a company that owns numerous companies in various mass media; i.e. television, radio, publishing, motion picture, theme park and the Internet. An example: Disney who owns Pixar, amongst others.
• Subsidiary - a company controlled by a holding company. An example: Pixar, a subsidiary under the conglomerate Disney.
• Oligopoly - a state of limited competition, in which a market is shared by a small number of producers or sellers. An example: the auto industry is another example of an oligopoly, with the leading auto manufacturers in the United States being Ford, GMC and Chrysler.

Media Ownership: Rupert Murdoch - Media Mogul

A relative U.S.A. Today article concerning the products and enterprises owned by Mr. Murdoch.

Murdoch is Chairman and C.E.O. of global media holding company News Corporation, which is currently the world's 2nd largest media conglomerate, and it's successors, News Corps and 21st Century Fox, after the conglomerate split on 28th of June 2013.

As per U.S.A. Today:

21st Century Fox

Cable

• Fox News (Fox News Sunday, Fox News Edge, Fox News Radio Network)
• Fox Business Network
• FSN – Fox Sports Net Inc. (National Sports Programming, Yankees Entertainment, Fox Sports Go)
• Fox Sports 1
• Fox Sports 2
• SPEED
• Fox College Sports
• Fox Soccer Plus
• Big Ten Network
• FX (and FXnow online)
• FXX
• FXM
• National Geographic U.S.
• FIC (Fox International Channels) (including Fox Channel, Fox Life, Fox Crime, FOX Traveller, Voyage Channel, STAR World, STAR Movies and Chinese channels, National Geographic HD, Nat Geo Adventure Channel, Nat Geo Wild, Nat Geo Music, NGC Network International, Elite Sports Limited, Baby TV, Fox Sports Latin America, MundoFox Broadcasting, Eredivisie Media and Marketing, Channel V Thailand, CJ E&M Korea, Fox Sports Japan)
• STAR India (International Cricket Council matches, Asianet Communications, Vijay Television Private Limited, Balaji Telefilms Limited)
• Rotana (operates in the Middle East)
• Moby Group Holdings
• Fox Sports Asia
• Phoenix Satellite Television Holdings (operates in China)
• PT Visi Media Asia (operates in Indonesia)

Television

• Fox Television stations (WNYW, WWOR, KTTV, KCOP, WFLD, WPWR, WTXF, KDFW, KDFI, WFXT, WTTG, WDCA, WAGA, KRIV, KTXH, WJBK, KSAZ, KUTP, WTVT, KMSP, WFTC, WOFL, WRBW, WJZY, WMYT, KTBC, WHBQ, WOGX)
• FOX Broadcasting Company
• MyNetworkTV distribution service

Film

• Twentieth Century Fox Film (Fox 2000, Fox Searchlight Pictures, Twentieth Century Fox Animation, Fox International Pictures, Twentieth Century Fox Home Entertainment)

Production

• Twentieth Century Fox Television productions
• Fox 21 Inc.
• Twentieth Television
• FtvS (Fox Television Studios)
• Shine Limited
• All films in the Fox Library

Broadcast

• Sky Italia
• Sky Deutchland

Other

• BSkyB (U.K.)
• Hulu (30% stake)
• Tata Sky
• Bona Film Group
• CMC-News AsiaVice Holding (Vice News)

News Corp.

News and Information

• Dow Jones (Wall Street Journal, CIO Journal, CFO Journal, CMO Journal and international WSJ editions, Wall Street Journal Digital Network, Factiva, DJ Risk & Compliance, Dow Jones Newswires, Barrons, MarketWatch, Dow Jones Private Market, DJX)
• News Corp Australia (The Australian, The Daily Telegraph, Herald Sun, The Courier Mail, The Advertiser, taste.com, CareerOne.com, Busienss Spectator, Eureka Reports, carguide.com, FOX SPORTS PULSE, and local dailies)
• News UK (The Sun, The Times)
• New York Post
• News America Marketing (SmartSource inserts)
• Storyful

Cable Network Programming

• Fox Sports Australia
• Digital Real Estate Services
• REA Group (digital advertising, international versions of Realestate.com, Realcommercial.com, myfun.com, AtHome.com, Atoffice.com)

Book Publishing

• HarperCollins

Digital Education

• Amplify (Amplify Insight, Amplify Learning, Amplify Access)

Stages of Production

Production: "the action of making or manufacturing from components or raw materials, or the process of being so manufactured."

Pre-Production

This is work done on a product, before full-scale production begins. This includes actually getting the go ahead, or green light, from the production company that the idea is pitched too. Finances and funding is fundamental to this part of the process, as well as storyboarding the idea and issuing a script. In addition, additional research into settings and locations, as well as contacts made to agents in order to hire roles is a necessity.

Production

As aforementioned above, this concerns the making and manufacturing of the actual project. The putting together of things, so to speak. Actual shooting and filming of the product would be well under way, with cameramen, actors and other cast members plus crew playing out their roles.

Post-Production

Concerns the editing and refurbishing of shot footage in order to look over for any errors or necessary edits. Visual effects and special effects would be edited at this stage in the production. This would include the adding of music and other noises. Furthermore, contacts will be made with companies in order distribute their product so a profit could be made. Adverts could be made to promote the product in a variety of ways, as well as getting sponsors and additional revenue.