Twilight
Was convergence/synergy used by any of these releases?
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· Interview in sugar magazine – synergy
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· Books changing their front covers to reflect the film posters – synergy & tie-in release
· Converses creating twilight shoes – synergy & horizontal integration with converse
Why were certain companies able to afford this?
As a commercial company produced and distributed this film they were able to afford the convergence, synergy and other marketing strategies they used to promote their film
Monsters
Was convergence/ synergy used by any of these releases?
Monsters was produced and distributed by Vertigo Film, an independent film company in London, so did not have the funds for convergence and synergy to promote the film.
However Vertigo Film teamed up with a digital agency called ‘Thinkjam’. They promoted their film by marketing promotional materials, which would also create a better cinematic experience for the audience.
“This was through the location-based social networking site ‘Foursquare’, and was designed to boost overall visibility of the film and add an element of something new and exciting to the main, more traditional PR campaign, which tied in with the ‘infected zones’ elements of the film.”
Why were certain companies able to afford this?
As stated before, Vertigo Film were not able to use convergence or synergy for Monsters so they used Horizontal Intergration to market and promote their film through promotional materials.
How did Monsters think outside the box in terms of new technology and marketing?
Monsters thought outside the box in terms of new technology as the director of the film used software on his laptop to edit the film and create animation, which is a cheap alternative.
In terms of marketing, they again used a cheaper alternative to promote their film and encourage the audience to go and watch it by creating a better cinematic experience. Vertigo also promoted the film online, using forms of social network such as Facebook. This is cost effective and also targets the demographic of the film, which are young people.
