Marketing Essay - Plan Included

Question: "To what extent has cross-media-convergence and synergy played a part in the success of the media texts you have studied?"

Note: plan is at the bottom

The most top grossing film for the year 2008 known famously around the worlds as "The Dark Knight"  used a very impactful method of local, national and international audiences to make itself known to the world before the movie was even released. They had a large budget of 180 million (USD) and used their own marketing campaign known as; "why so serious?" which was an alternate reality game that attracted more than 10 million players from across the globe all related to the release of The Dark Knight. It is known as "one of the most interactive movie-marketing campaigns ever hatched by Hollywood" This is mainly because the game was digitally distributed to over 70 different countries along with players using hundreds off  different web pages and synergistically spilling out across the world. Mobile phones, print, email, real world events and gatherings, videos and even unique collectables were all part of this great marketing scheme. This viral marketing paid off as in 2009 was recorded as the top grossing film of the year, coming to a worldwide total of $1,003,045,358 (USD) and today it is still the thirteenth highest grossing film of all time.

In 2018, it as announced that the top three grossing films (domestically) were all produced by Disney. This massive accomplishment for them just proves how much of a conglomerate this company really is. Their top grossing film ever made is Frozen II (1.450 billion). We are subconsciously surrounded by media, especially Disney for that matter. Most films watched today are produced by the well known parent company, Disney. But how did this film studio become so big? In 2018, they had the highest market share than any other studio and a total revenue of 59 billion (USD). But its not only films that keep Disney thriving. Disney has merchandise such as clothing, parks and resorts which bring in 20.3 billion (USD) alone. Meanwhile their total revenue for studios is 10 billion (USD).When Disney took over 20 century fox in 2019, reducing the big six to the big five it was game changing because due to that horizontal integration purchase, Disney now dominates almost every major film studio in Hollywood and even America itself. Cross media convergence used by Disney is massive, from original DVDs to Netflix and even creating their own streaming platform known as Disney plus. Disney also uses synergy which helps the sales of their films increase by millions. An example of how Disney has used synergy is the movie 'The Pirates of the Caribbean' which was originally based from a Disneyland ride which was then promoted and advertised as a Disney owned company which is a form of vertical integration used by Disney.

Many of these viral cross promotional videos like this were made as the hobbit was being filmed in 2012 - 2014.  The technique of these promotional releases is about creating awareness for both New Zealand as a culture which encourages tourists to come to the home of 'Middle Earth' as well as markets both the 'Lord of the rings' and 'the hobbit'. Making their marketing scheme entertaining and humorous to audiences by joining two relevant ideas and using the films to create an evident theme. It is also an attracting marketing technique as the director himself, Peter Jackson. which is synergistically  beneficial to the advert, but also promotes Peter Jackson as a director. 

Black panther used social media platforms as its main method of marketing. The synergy used by Black panther is also significant as books, comics, films (eg captain America) and even an animated film series. It was also released onto DVD and multiple streaming platforms as its distribution after originating from the cinema which is an example of how cross media convergence was used for this film. There is also a Black panther video game which was released by marvel on the 16th of August 2018, therefore continuing to promote the movie even after its official release.

WWDITS is a humorous comedy and an independent film which used a lot of synergy to market. They even made $83,555 (2.4% of total gross) on opening weekend alone. Some examples of how they marketed include; At the Q and A, two vampires from the film hid at the back of the audience under umbrellas to protect themselves from the sun, Art competitions were held, The sign of the city was changed from 'Wellington' to 'Vellington', A trade me account was made to sell certain artifacts from the original set (even the auctions were done in character), online dating profiles were made on the iconic NZ dating site known as 'Find someone' and even funny Facebook posts were made. All of this unique and iconic promotion schemes increased the popularity and distribution of this film massively as it is now a well - known film around the world.

Another example of a blockbuster film and how both synergy and cross media convergence was used is Endgame. Marvel partnered with McDonalds, Coca -Cola,  Audi, Google and even Ziploc all to promote this film across the globe, which created a cross promotion to all the partnerships marvel used to create awareness by vertical integration.

Plan:

First point - The Dark Knight

• The most top grossing film for the year 2008 known famously around the worlds as "The Dark Knight" Used a very impactful method of local, national and international audiences to make itself known to the world before the movie was even released.
• Had a budget of 180 (USD)
• "why so serious?" An alternate reality game that attracted more than 10 million players from across the globe all related to the release of The Dark Knight. It is known as "one of the most interactive movie-marketing campaigns ever hatched by Hollywood" This is mainly because the game was digitally distributed to over 70 different countries along with players using hundreds off  different web pages and synergistically spilling out across the world.
• Mobile phones, print, email, real world events and gatherings, videos and even unique collectables
• This viral marketing paid off as in 2009 was recorded as the top grossing film of the year, coming to a worldwide total of $1,003,045,358 (USD) 
• Today it is still the thirteenth highest grossing film of all time.

Second point - Disney

• In 2018, it as announced that the top three grossing films (domestic) were all produced by Disney. This massive accomplishment for Disney just proves how much of a conglomerate this company really is. We are subconsciously surrounded by media, especially Disney
• Most films watched today are produced by the well known parent company, Disney. But how did Disney become so big? In 2018, Disney had the highest market share than any other studio and a total revenue of 59 billion (USD). But its not only films that keep Disney thriving. Disney has merchandise such as clothing, parks and resorts which bring in 20.3 billion (USD) alone. Meanwhile their total revenue for studios is 10 billion (USD)
• When Disney took over 20 century fox in 2019, reducing the big six to the big five it was game changing. Cross media convergence used y Disney is massive, from original DVDs to Netflix and even creating their own streaming platform known as Disney plus.  
• Disney also uses synergy which helps the sales of their films increase by millions. An example of how Disney has used synergy is the movie 'The Pirates of the Caribbean' which was originally based from a Disneyland ride which was them promoted and advertised as a Disney owned company which is a form of vertical integration.

Third Point - Air New Zealand viral safety video

• Many of these viral cross promotional videos like this were made as the hobbit was being filmed in 2012 - 2014.  The technique of these promotional releases is about creating awareness for both New Zealand as a culture which encourages tourists to come to the home of 'Middle Earth' as well as markets both the 'Lord of the rings' and 'the hobbit'. Making their marketing scheme entertaining and humorous to audiences by joining two relevant ideas and using the films to create an evident theme.
• It is also an attracting marketing technique as the director himself, Peter Jackson. which is synergistically  beneficial to the advert, but also promotes Peter Jackson as a director, 

Fourth Point - Black Panther 

• Black panther used social media platforms as its main method of marketing. The synergy used by Black panther is also significant as books, comics, films (eg captain America) and even an animated film series. 
• It was also released onto DVD and multiple streaming platforms as its distribution after originating from the cinema which is an example of how cross media convergence was used for this film.
• There is also a Black panther video game which was released by marvel on the 16t of August 2018, therefore continuing to promote the movie even after its official release.

Fifth Point - What We Do In The Shadows

• WWDITS is a humorous comedy and independent film which used a lot of synergy to market this film. 
• Some examples include; At the QandA, two vampires from the film hid at the bake of the audience under umbrellas to protect themselves from the sun, Art competitions were held, The sign of the city was changed from 'Wellington' to 'Vellington', A trade me account was made to sell certain artifacts from the original set (even the auctions were done in character), online dating profiles were made on the iconic NZ dating site known as 'Find someone' and even funny Facebook posts were made.