Cross Media convergence and Synergy implemented for Skyfall

Skyfall

“Cross-media convergence and synergy are vital processes in the successful marketing of Skyfall media products to audiences”

I concur totally with the statement stated above. Both synergy and cross media convergence play an equal role in aiding films to produce far more revenue than normal. Synergy is defined as the interaction between two or more organisations to produce a combined effect greater than what could be achieved on their own. In contrast cross media convergence is where a media product is promoted across other media platforms. In Skyfall’s case the movie was promoted via a music track (Adele’s song Skyfall) and vice versa.

Synergy implemented for Skyfall

The use of synergy was very effective for the movie Skyfall. Synergy enabled Skyfall to become more established within the movie industry, generating more public awareness. An example of synergy is Adele’s newly released song ‘Skyfall’ which is used to promote the new James Bond movie also known as Skyfall. This active use of synergy to promote from one platform to another is clearly evident. Any fan of the James Bond series will be more inclined to check out Adele’s single, and fans of Adele are also inclined to check out the James Bond Skyfall, so it benefits both parties. In some respects the song incorporated such a valued commodity of the Bond series, and that is Bond’s motif. The soundtrack which plays usually at the beginning of the movie is used to manipulate the audience’s feelings because we all know as soon as we hear that, something good, energetic and ebullient is going to transpire.  Synergy doesn’t have to be the combined forces of a media product; it can range from anything; like McDonalds promoting Skyfall merchandise.

 How has Sony cross promoted Skyfall across other subsidiaries of the media conglomerate?

Sony has promoted Skyfall on a plethora of media conventions, from television to social networks, the internet, merchandise etc. They have used every platform available to publicise the film in which doing so enables them to become more successful. The means of making a film more established to the public can ensure maximum public awareness.

 Another example of synergy used within another film would be the Twilight saga breaking dawn part 1 were Bruno Mars’s song ‘it will rain’ was used to help promote the film and of course vice versa.

In my opinion i feel the use of synergy and cross media convergence to be exceedingly effective. Although cross media convergence seems to have a greater effect first off because of the augment in promotion via the same form of platform...media. Seeing that synergy is predominately effective once the film has been established only then does synergy have an impact.

 

Charlie Serra