Synergy and convergenceBy Holly Etty

Synergy and convergence with my case study Frozen

Frozen had a lot of synergy with a lot of the Disney franchise. For example, Frozen was promoted heavily at several Disney theme parks including:• Disneyland’s Fantasyland• Disney California Adventure's World of Colour• Epcot's Norway pavilion• Disneyland Paris' Disney Dreams! Show. Disneyland and Epcot both offered meet-and-greet sessions involving the film's two main characters, Anna and Elsa. On November 6, 2013, Disney Consumer Products began releasing a line of toys and other merchandise relating to the film in Disney Store and other retailers, highlighting the synergy Frozen created within the Disney Company. Frozen also had convergence, for example the trailer could be viewed on multi-media platforms such as iPhone, Android, PC and Laptop and this is where Frozen’s website, app, soundtrack, digital posters and merchandise could be viewed, downloaded or purchased.

Frozen also made use of social media in having Twitter and Facebook pages, as well as the conventional methods of promotion (trailer, website, posters).

Synergy and convergence with my case study 12 Years A Slave

12 Years A Slave did not have as much synergy as Frozen due to it being an independent production, however they did use their partner Channel 4 TV channel and Film4’s website to promote the film. During its marketing campaign, 12 Years a Slave received unpaid endorsements by celebrities such as Kanye West and Sean Combs which aided in the word-pf-mouth and viral hype marketing for the independent film.

12 Years A Slave also made use of social media in having Twitter and Facebook pages, as well as the conventional methods of promotion (trailer, website, posters).