Synergy and Cross-Media Convergence.

You MUST be able to define and use the terms synergy and cross-media convergence

You SHOULD be able to identify the differences between the two

You COULD evaluate their impact of Disney’s profit margins.

Objectives

• You MUST be able to define and use the terms synergy and cross-media convergence

• You SHOULD be able to identify the differences between the two

• You COULD evaluate their impact of Disney’s profit margins.

You MUST be able to define and use the terms synergy and cross-media convergenceYou SHOULD be able to identify the differences between the two

You COULD evaluate their impact of Disney’s profit margins.

• Hollywood conglomerates are successful because they have the money to– Horizontally integrate the company– Vertically integrate the films– Use synergy with other companies for mutual

benefit– Create cross-media convergent products.

You MUST be able to define and use the terms synergy and cross-media convergenceYou SHOULD be able to identify the differences between the two

You COULD evaluate their impact of Disney’s profit margins.

Synergy• Two companies working together for a mutual

financial benefit.

• Synergistic Marketing Techniques:Walt Disney granting liscence for their

characters to appear on other products and adverts.

You MUST be able to define and use the terms synergy and cross-media convergenceYou SHOULD be able to identify the differences between the two

You COULD evaluate their impact of Disney’s profit margins.

• How do Disney use synergy with their• 2D animation?• Live Action film?

You MUST be able to define and use the terms synergy and cross-media convergenceYou SHOULD be able to identify the differences between the two

You COULD evaluate their impact of Disney’s profit margins.

High School Musical 3• During the marketing of the film what synergy

was used.• For each stage of synergy discuss what the

benefits were for each company.

Choose a Disney subsidiary film of your choice. Research and make a list of all the synergy that was used.

You MUST be able to define and use the terms synergy and cross-media convergenceYou SHOULD be able to identify the differences between the two

You COULD evaluate their impact of Disney’s profit margins.

• Cross – Media Convergence.

• Developing products across different mediums.

1.What other media products were made when HSM3 was launched?

2.Who profited from them and why?

You MUST be able to define and use the terms synergy and cross-media convergenceYou SHOULD be able to identify the differences between the two

You COULD evaluate their impact of Disney’s profit margins.

1. Why is cross-media convergence important?2. How can cross-media convergence be an

example of synergy?

• Creates an opportunity for more profit to both companies.

• It can be an effective marketing tool.

You MUST be able to define and use the terms synergy and cross-media convergenceYou SHOULD be able to identify the differences between the two

You COULD evaluate their impact of Disney’s profit margins.

• Choose a film you know. Create a case study for it.

What cross-media products were made to accompany the film.

What profits were made because of these ancillary products.

Reflect

• You MUST be able to define and use the terms synergy and cross-media convergence

• You SHOULD be able to identify the differences between the two

• You COULD evaluate their impact of Disney’s profit margins.