Convergence, Synergy & Symbiosis

Cross-media Convergence

“Cross-media convergence is when multiple media platforms come together in order to use an idea that can be promoted but that benefits them all, all products are released at same time.”

Cross-media convergence in the film industry involves combining two or more mediums in order to promote a film, but that benefits both media platforms. All products are released at the same time as a means to promote the other products. For example, media convergence involves the coming together of the music industry and film industry.

Cross-media convergence is important in the film industry as it means that two media conglomerates can come together in order to generate profit. If two of the most famous media conglomerates come together in cross-media convergence, it will boost people’s interest in watching the film.

Technological Convergence

“Technological convergence is the process by which a range of media platforms are integrated within a single piece of media technology”

Technological convergence is when new technologies are made that incorporate multiple media platforms. Take a phone, camera, video camera, MP3 player, a games console and computer, for example. A few years ago, these all existed as separate pieces of technology. Since then, smart phones have emerged in the technological industry, and have incorporated all of those things into one single device, that is portable and can fit in your pocket. Mobile phones are able to call and text, take photos and videos, play music, browse the internet and download apps to play games. 

This has come as a very large advantage to media institutions as it means that they can make their products more accessible to their audience. On one single device, someone can stream or download their film, listen to the soundtrack of the film, play games based on the film, watch the trailer of the film and cast interviews on YouTube and use the internet to view the official website of the film. Not only this, but technological convergence has also allowed for more convenient advertising, as institutions can use social media platforms to advertise their films to a large number of people. 

There are downsides, of course, to technological convergence. This includes digital piracy, which is becoming an increasing threat to the film industry. The increase of convenience of mobile devices, has meant that it is easier than ever for people to illegally download films, or to use illegal film sites or to download illegal film apps. As a means to attempt to combat increasing levels of piracy, institutions are attempting to make going to the cinema an ‘experience’ as opposed to simply somewhere to go to watch a film when it is released. To do this, they have invested in 3D and 4D films, IMAX cinemas have been established, and certain cinemas now have booths within for private hire.

Synergy

“Media synergy is the way in which different elements of a media conglomerate work together to promote linked products across different media”

Synergy in the film industry is the simultaneous release of different products in order to promote the other product. An example of this is the James Bond movie, “Skyfall”. When the film was released in cinemas, the single ‘Skyfall’ was released by Adele at the same time. The simultaneous release of both of these elements, resulted in promotion of their counterpart. If either of the products were released without the other, they would not have had as much awareness of them raised, meaning it would result in less profit for the media institutions.

Walt Disney has one of the most prominent uses of synergy out of all production companies. The company has theme parks, incredible amounts of merchandise, soundtracks and increasing amounts of films. Each of these elements promote all of the others within the Walt Disney company. 

The former CEO of Disney, Michael Eisner, once said: “The Disney Stores promote the consumer products, which promote the parks, which promote the television shows.” All of this in turn promotes the company of Walt Disney. 

Symbiosis 

“Symbiosis is when different companies work together to promote a range of related products.”

Walt Disney was the pioneer of symbiotic marketing techniques. During the 1930’s, the company granted multiple films permission to use Disney’s most well-known character, Mickey Mouse, in/on their products. Marketing Disney through licensing arrangements proved to be incredibly successful due to the ever growing success of Disney. 

A modern day example of symbiosis in film is Cath Kidston and Disney. Featuring Disney characters amongst Cath Kidston prints on their products, serves as a benefit to both Cath Kidston, and Disney. People who are fans of Disney will be inclined to buy the Cath Kidston products, and people who are fans of Cath Kidston will be inclined to watch the Disney films that feature the characters. 

Here is an extremely useful PowerPoint that I found that has plenty of detail and examples on both synergy, symbiosis and convergence: