Synergy

SYNERGY IS:... 

“The combined marketing of products or commodities across different media and other products which are often owned by the same corporation, so that the total effect is greater than the sum of the different parts” – Branston & Stafford (2010)

“Interconnected marketing and distribution of media products across a range of platforms and sectors” – McDougall (2008) 

“Creating a brand… requires an endless parade of brand extensions, continually renewed imagery for marketing, and most of all, fresh new spaces to disseminate the brand’s idea of itself” – Klein (No Logo 2009)

"The interaction of elements that when combined produce a total effect that is greater than the sum of the individual elements" - Dictionary.reference.com

Using these resources please create a post, showing how an independent UK film (A field in England) and a Major Studio US Blockbuster (Such as a Star Wars, or SPECTRE) use SYNERGY to efficiently and effectively market and promote their respective products. 

You should; 

• Have clear examples of synergy
• Be able to explain what synergy is
• Be able to show how your examples use synergy and why,
• Compare how synergy is used differently by Independents and Majors. 

A field in England:

One way in which film4 use synergy is that they decided to do a Ben Wheatley Season in which they broadcasted all of his previous films before the premiere of his new film 'A Film In England'. It is synergy as they are also promoting other films which means they will gain a higher viewing audience. 

Channel 4 also showed the film on film4 when it was released. 

Picturehouse also helped promote A field in England, 

Spectre: 

A way in which a Major Studio US Blockbuster us synergy efficiently and effectively market and promote their respective products is by joining up with other brands.   

 

Range Rover is to appear in the film, as a villain’s car, with the baddies also driving a Jaguar C-X75.

 he will be boozing a lot - quaffing Belvedere Vodka, Bollinger and The Macallan malt whisky. Whether he ends up also drinking a pint of Heineken again as he did in the last film is not yet clear but the lager will feature at some point.

Other brands to appear in Spectre include franchise returnee watchmaker Omega, which even featured by name in a cheesy dialogue exchange in Casino Royale, fashion label Tom Ford, a secondary character will be wearing Burberry, while gadget aficionado Q will be donning a Missoni striped sweater.

Sony has renewed its association with Bond, and 007 can be expected to be using an Xperia mobile to make calls and do smartphone stuff.

 Star Wars: 

A way in which Star Wars used synergy in order to promote and market Star Wars is mainly through companies in which Disney owns. The main premier was aired during American Football and through other companies. 

Film Distribution

Distribution is the highly competitive business of launching and sustaining films in the market place. Films don't become talking points, or find their place in the world, by accident. The distributor's challenge is to bring each one to market by:

1. Identifying its audience 
2. Considering why they’d go and see it 
3. Estimating the revenue potential across all the formats of its release
4. Persuading exhibitors (cinema operators) to play the film
5. Developing plans and partnerships to build awareness of and interest in the film
6. Aiming to convert as much interest as possible into cinema visits
     
   Questions:
   
   
   
   

   1.All of the Big Six majors own film distribution companies in the UK. This includes, Sony, Paramount, Warner Bros, Disney, Twentieth Century Fox, and Lionsgate.

        

             2.  

   
   

   
   

    Limited: Selective cinemas. 
   

   
   

   

   
   

   
   

   
   

   
   

   
   

   
   

                                                

    Saturation: Distribution all around the UK because they are well known films. Released everywhere, at once. Large Scale. STAR WARS WILL BE SATURATION DISTRIBUTED. 
   

   
   

   

   
   

   
   

   
   

     

   
   

   
   

          

   Key Cities: Major Cities which have more diverse and cultural audiences. 
   

   

   
   

     

   
   

   
   

   
   

   
   

   
   

   Wide: More common to see than not. All parts of the country. 
   

   

   
   

   
   

   
   

   
   

   
   

   Platform release:  a distribution strategy which is based on a release in 2-3 stages, where you start of small in about 10-50 screens, then in the next step increases the number of copies somewhat, and finally move over to the last step and open wide at 500+ screens.
   This distribution strategy is then of course often used to build an audience and word-of-mouth in smaller cities, before moving over to major areas.
   
   Non Theoretical: Not all pictures have a theatrical release, but some of course go straight to video/DVD/VOD and to foreign TV-markets etcetera. However, it’s important to prepare such a release in about the same way as if the movie had a theatrical release – within the technical end economic restraint that comes with a non theatrical release.
   
   
   
   FRANK distribution: FRANK was distributed onto Video on Demand (VOD) only three weeks after it was released theatrically.
   
   

   
   
   

   Veronica Mars distribution:
   
   
   
   
   When Veronica Mars was almost finished, Warner Bros. Pictures came aboard and agreed to give the film a wider theatrical release in the United States.[1] The film was released on March 14, 2014,[38] with a majority of its showings held by AMC Theatres.[39] In Australia there was a handful of "fan screenings" held at select Hoyts cinemas in each state. On this same day, the film also became available to rent and buy through video on demand and online platforms.[40] Veronica Mars was the first film distributed theatrically and for home viewing at the same time in the United States by one of Hollywood's six major studios.[41] The film was released in DVD and Blu-ray formats on May 6, 2014.[42]
   
   The film had its world premiere at the South by Southwest film festival on March 8, 2014,[43] and a panel was held at PaleyFest on March 13, 2014.[44]
   
   The first footage premiered during the San Diego Comic-Con on July 19, 2013.[13] Following the completion of filming, additional footage was shown at the Austin Film Festival.[45] An official trailer was released on January 2, 2014.[46]
   
   The revival of the series has also sparked continuations through different mediums. On July 15, 2013, it was announced that Veronica Mars creator/director Thomas and Alloy Entertainment signed a two-book deal with Vintage Books.[47] Picking up where the film ends, the first book in the deal will be published on March 25, 2014.[48] In addition to the book series, The CW announced plans for a web series centered on Ryan Hansen as a version of himself trying to make a Dick Casablancasspin-off of Veronica Mars.[49]
   
   

Merlin

When writing about the representation of class, I need to remember to use the correct terminology and use a range of examples, especially for sound and editing. I need to be clearer about what it says about the upper class and how they are represented.

Social Class

Class divisions still exist through aspects of English life and culture 

Foreigners are bewildered 

Occupation is no longer a guide to where you stand in the pecking order

Judge social class in much more subtle and complex ways

Class is chosen from how you speak

The words you use and how you say them 

Nancy Mitford coined the phrase "U and Non U" referring to upper class and non upper class words. 

How you say specific words- "pardon" - lower/middle person

"Sorry?" Upper class

"What?" Upper class and working class

When you have your main meals 

What type of school you go to

Some upper class disagree that all upper class people are prestige. 

The way you pronounce and choice of words you use determines your class status (eg, mum and dad is a lower class, whereas "mummy and daddy" is more upper class, demonstrated by Prince Charles)

Type of test: m&s test-

Upper class but food in food halls and m&s underwear and occasional plain, basic item

Never buy a party dress or shoes from the store 

Middle class buy m&s food but basic cereals from sainsburys or tesco some would buy m&s clothes 

Lower middles buy m&s food but usually as a special treat and see the house accessories as "very nice but a bit too prices"

Choice of vehicle (the mlre huffy English people are about the suggestion that they drive, the mlre insecure they are about their own position in the social hierarchy.

Type and breed of your pet 

Upper echelons prefer Labradors, King Charles

Lower class like Alsatians poodles chihuahuas

Cats are less popular in  upper class though those who live in grand country houses find them useful for keeping nice and rats at bay

Lower social ranks may keep mice as pets as well as Guinea pigs hamsters and goldfish 

Upper class own "horseys" 

Middles middles and below are likely to dress up their dogs and cats in coloured collars and bows 

Upper middle and upper class dogs are usually just wear plain brown leather collars

Middle middle classes and lower middles are also more zealous than those at the tol and bottom of the scale when it comes to cleaning jk after dogs. 

Exam Question

 "Evaluate the role of Digital Technologies in the marketing and consumption of products in the media area you have studied"   

One film that has used digital technologies in marketing is the upcoming film, Star Wars: The Force Awakens.

One way in which this film uses digital technologies is through the use of Youtube. The Youtube channel contains all of the important videos and trailers. The videos all have links to the official star wars website, as well as the Twitter, Facebook, Instagram and Tumblr. Furthermore, by using Youtube also allows it to be accessed and watched by anyone at any time because of peoples access to convergence devices, such as, smartphones, tablets, game consoles. This helps promote the brand because before the video finishes playing, they have pops up to further videos and social networking sites.  The Youtube channel is also like a 'social hub' where fans can

Another way in which Star Wars uses digital technologies is through the use of social networking sites, with the use of unofficial hashtags which fans make to interact and share their experiences and opinions on the new film. Examples of hashtags are, #starwars , #theforceawakens , #darthvader. This is a form of viral marketing as it is promoted by people interacting with each other. They also had a viral trend of #ForceFriday, was
'the day when Star Wars licensed merchandise goes on sale, is shaping up as a force to be reckoned with and could produce $1 billion in sales for U.S. retailers.'

In addition to this, Star Wars have also created a digital app via Apple and Android. The app contains access to all social media sites, access to trailers and back stage videos. The use of the technological convergence of a mobile phone, (iPhone) , allows the app to access the camera which allows them to take selfies with the Star Wars characters. They are then encouraged to share and retweet their pictures, this is an example of viral marketing. The app also contained sound effects, and games too. This engaged the audience to continue watching and to stay updated with the latest information on Star Wars. 

The British Class System

TV Drama- Hustle

How does camera, miss en scene, editing and soundtrack represent gender?

One way in which the camera presents the woman as emotional and frantic is through the use of the hand held camera moving quickly following the woman when she is searching for her ring. This represents women as hysterical and emotional. 

Another way in which women are presented as emotional is is through the fast paced editing and when the music speeds up. This shows that she is frantic and follows the stereotype that women are emotional. Yet, when she has slightly calmed down, she becomes controlling and assertive. When in the dialogue she says "call in all your staff"to find the ring. This represents that women are demanding.

Additionally, this extract creates a anti-stereotype of men through the use of editing and mise-en-scene in the sequence when David Walliams goes into the changing room to get the dress. His walk is very camp and flamboyant and he swishes the curtain into the camera, creating a wipe to the next seen of the woman in the dress. 

The camera conveys the woman to be a sexual object through the use of the close up and tilt shot on the woman's body this objectifies her and creates the representation that women are to be looked at. This is reinforced with the diegetic sound of her squealing in excitement.

Furthermore, when the older lady is looking in the shop and is unable to purchase the dress, the use of the cutaway to the younger women suggests that she is judgemental. However, the close up on her facial expressing suggests that she sympathises with the older woman because she cannot afford the dress.

When the man sets off the alarm, the dietetic sound of the alarm implies that he is incompetent. This creates a counter-stereotype as the man repeatedly says "shh! shh! shh!" to the alarm as if it would turn off. The stereotype of men being capable to work with electronics is challenged.

Marketing and Distribution of Film 4's film FRANK

The way in which Indie films market, distribute and exhibit their films differently to how Major film companies do. This is due to the difference in money in which they have to produce and distribute their film.


FRANK
                                                                               Frank premiered at Sundance in January 2014 and played at SXSW and Sundance London before being released in the UK on September 9 2014. Frank has been nominated for five awards at the BIFAs including Best Director for Lenny Abrahamson, Best Screenplay for Peter Straughan and Jon Ronson, Best Supporting Actress for Maggie Gyllenhaal, Best Supporting Actor for Michael Fassbender and Best Technical Achievement for Stephen Rennicks' music. Frank is available on DVD and Blu-ray now. .The film premiered at the Sundance Film Festival on 17 January 2014. When audiences went to see the film at Sundance, they were all given masks similar to that worn by Frank in the film. The film premiered in Europe at its European premiere in Dublin on 25 April 2014. The film was released in cinemas nationwide in the Republic of Ireland on 2 May 2014and in the United Kingdom on 9 May 2014. Additionally, fake twitter accounts were set up for the characters of the film. This is to allow the audience to interact with the characters, and also gain a insight into their views and also what is happening to them in the film.

Actor: Domhnall Gleeson, Scoot McNairy, Maggie Gyllenhaal, Michael Fassbender

Director: Lenny Abrahamson

Screen Writer: Jon Ronson, Peter Straughan

Producer: David Barron, Andrew Lowe, Ed Guiney

Photographer: James Mathers

                 

Country:

UK | Ireland | USA

Language:

English | French | German

Release Date:

9 May 2014 (UK) See more »

Also Known As:

Frenk See more »

Filming Locations:

Albuquerque, New Mexico, USA See more »

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Box Office

Opening Weekend:

$16,056 (USA) (15 August 2014)

Gross:

$644,906 (USA) (5 December 2014)

See more »

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Company Credits

Production Co:

Runaway Fridge Productions, Element Pictures, Film4 See more »

Show detailed company contact information on IMDbPro »

Desperate Housewives Opening Sequence

Susan Mayer plays 'The Damsel in Distress' the vulnerable woman who must breezed by the hero. She is often used as a trap to ensnare the unsuspecting hero. This is conveyed in the title sequence when a younger woman flirts with the wife husband and the woman is then visually sealed/trapped into a sardine can. This presents men as easily tempted and can easily discard their wives. This also presents women as easily being replaced and that they have to be young and attractive, and when they get old they have past their sell buy date and are chucked out.

Lynette Scavo plays 'The Earth Mother' a symbolic of fruition, abundance and fertility. This character offers spiritual and emotional nourishment to those with whom she comes in contact. Often depicted in earth colours with large breasts and hips symbolic of her child bearing capabilities.  This is portrayed when it shows the Egyptian woman physically drowning in children. This conveys women as unreliable and incapable of coping alone.

Gabrielle Solis plays 'The Temptress' a character of sensuous beauty, this woman is one to whom the protagonist is physically attracted and who ultimately brings about his downfall. This is portrayed in the opening title sequence when they show Adam and Eve and the apple falls off, this shows how Eve is tempted by the apple and picks it. This portrays men are hurt by women actions, and women are devious and sneaky/sly.

Bree Van De Kamp plays the 'Unfaithful Wife' she is a woman who is married to a man who she sees as dull or distant and is attracted to more virile or interesting men. This is presented when the husband watches his wife sweep the banana peel of the floor (which he has just eaten). This reinforces the stereotype that women are supposed to be domestic wives and are represented as servile to their husbands.

The sequence ends with a woman punching her husband, this ultimately shows that woman win.

Gender Stereotypes

Emotional	Prudent	Co-operative
Community minded	Compliant	Rational
Efficient	Competitive	Individualistic
Ruthless	Submissive	Sensitive
Dependent	Independent	Demure
Controlling	Confident	Strong
Ambitious	Aggressive	Assertive
Selfish	Selfless	Domesticated
Violent	Powerful	Competent