I think that cross media convergence and synergy do help to make a movie, programme or a show more successful however there are cases where cross convergence and synergy were not used but the media product became very successful. An example of that is Netflix's House of Card which was not highly advertised. However an argument against this statement could be High School Musical, this movie was highly advertised on TV, in Disney stores, had CD's, toys and clothes and was very successful because of that.
An example of a good use of cross convergence and synergy is Skyfall. With a high budget of $29 million being spent on production, distribution and exhibition the movie became successful because of its high anticipation within the James Bond fan base. An example of convergence used to advertise this movie is a song by Adele released alongside the film. The song became very popular and created a good awareness of the film. An example of synergy used to advertise Skyfall is releasing an aftershave called 'James Bond 007', Sky had a channel dedicated to all the James Bond Movies and Sony released a phone called the 'Skyfalll phone'. I think this kind of marketing is mainly targeted at the adult audience.
Another example of using cross media convergence to promote a movie is The Boat That Rocked/Pirate Radio. To advertise this movie, Amazon started selling CD's and soundtracks before the actually release date of the film. 'The Boat That Rocked' had an app in the app store available for apple users to share information and opinions about the film. Spotify created playlists for each of the 9 DJ's featured in the movie. This marketing campaign made the movie very successful and popular in US after a failure in the UK.An example of a good use of cross convergence and synergy is Skyfall. With a high budget of $29 million being spent on production, distribution and exhibition the movie became successful because of its high anticipation within the James Bond fan base. An example of convergence used to advertise this movie is a song by Adele released alongside the film. The song became very popular and created a good awareness of the film. An example of synergy used to advertise Skyfall is releasing an aftershave called 'James Bond 007', Sky had a channel dedicated to all the James Bond Movies and Sony released a phone called the 'Skyfalll phone'. I think this kind of marketing is mainly targeted at the adult audience.
An argument against this statement could be The Lone Ranger. Being produced and distributed by The Walt Disney Pictures which is a very large vertically integrated media conglomerate, The Lone Ranger wasn't very successful and almost bankrupted Walt Disney Pictures. The film was promoted on Disney channel and in the Disney stores however this has not guaranteed the success in this case.
In my opinion cross media convergence and synergy are very important to attract the audience's attention to a new film however they don'tb always guarantee the success.
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