SynergyWhat is Synergy?

Definition Synergy is the term used to describe a situation where different

entities cooperate advantageously for a final outcome. Simply defined, it means that the whole is greater than the sum of its parts.

It’s the strategy of synchronising and actively forging connections between directly related areas of entertainment.

New technologies support this process – web, dvd, downloading. Media institutions exploit various platforms to sell various products related to one film. (e.g. film and soundtrack and video game)

Symbiosis is the lining up of various companies to make profits from one product.

Dawn of The Dead example

Symbiosis This is when different companies work together to promote a

range of related products . Eg high school musical the film will enable spin offs like happy meals, Easter eggs, bed linen, toy characters etc. and the end distributer will agree licensing deals for companies to make and sell this merchandising. A % of profits go back to the distributer.

Walt Disney pioneered symbiosis marketing techniques in the 1930’s by granting dozens of firms the right to use his Mickey Mouse character in products and ads, and continued to market Disney media through licensing arrangements.

These products can help advertise the film itself and thus help to increase the films sales. For example, the Spider-Man films had toys of ‘webshooters’ and figures of the characters made, CD soundtracks, video games, DVD’s and other merchandising

Convergence Convergence is the process by which a range of media platforms are

integrated within a single piece of media technology. For example the new X Box 360 is a games console, a DVD player, an

internet modem. The iphone is a phone, a camera, a video camera, an mp3 player, an

FM radio, a games console, a web browser, a palmtop computer. This demonstrates ‘convergence’ of a wide range of technologies. Media institutions recognise that audiences enjoy using converged

technology, want to consume media in a variety of different ways (including ‘on the go’) and provide short form content for downloading eg video clips, trailers, music videos, jingles, wallpapers, music tracks etc

Scalpel Example

We could have the soundtrack to our film and a book released separately, however products such as toys

would be inappropriate due to the content of the film.