The importance of cross media convergence and synergy in production, distribution and marketing,

The importance of cross media convergence : 

Cross media convergence is when lots of different types of media are used to the same ends, for example - when a film is promoted and advertised on TV, Magazines and on the radio.

Synergy is when two separate companies/groups of people that are very good on their own, join forces and the end product is even better when they work together. 

I'm going to explore and try to understand how different medias are advertised and sell different film. Also, how companies work together when producing marketing and distribution films by comparing "Avatar" to "This is England"

 VS. 

Avatar 

• Produced by : James Cameron

• Distributed by 20th Century Fox 

• 20th Century Fox has also produced very large films such as: 'Ice Age', Aliens in the Attic', 'Marley and Me' and 'Mirrors'

This is England

• Produced by : Warp Films

• Distributed by : Optimum Releasing

Warp Films only big film has been 'Law Abiding Citizen' which had an opening weekend of $21,039,502 in the USA.

Distribution:

20th Century Fox is one of the six major American film studios as of 2011- the studio is a subsidiary of News Corporation. 20th Century Fox’s most popular films include : Die Hard, Home Alone, Dr.Dolittle, Night at the Museum etc.

Exhibition : DVD Release

When Avatar got released it was the fastest-selling home entertainment release of all time in North America, shifting 6.7 million DVDs and Blu-rays in just four days. It was also the biggest-selling Blu-ray release ever.

When Avatar got released in the UK the story was pretty much the same, With many stores deciding to open at midnight. The supermarket Tesco opened 180 of its stores at midnight to meet the demand for the DVD. On the 26th April the day of the release  222,824 copies were sold, selling more in one day than previous record-holder The Dark Knight sold in its first week of release.

Below are all the dates that Avatar was released on dvd and blu-ray.

• Belgium: April 21
• France: April 21
• Netherlands: April 21
• Spain: April 21
• Brazil: April 22
• United States: April 22
• Canada: April 22
• China: April 22
• Russia: April 22
• Germany: April 23
• Japan: April 23
• Mexico: April 23
• Switzerland: April 23
• UK: April 26
• Denmark: April 27
• New Zealand: April 28
• Norway: April 28
• Sweden: April 28
• Australia: April 29
• Finland: April 30
• Italy: May 6

Distribution and Marketing : Other

All-though Avatar had a number of media products that promoted the movie including social networking, posters and trailers, Avatar also got a big promotion when the film hit the shops on dvd.

Avatar that was released to dvd on 26th April got a big weekends promotion on the 24th -25th April at Rockingham's Speedway Racing Track. When driver James Nash raced a black vauxhall vectra with Avatar dvd adverts all over it (shown below) , in the 2nd Round of the Dunlop MSA British Touring Cars Championship.

Exhibition : Box office gross (opening weekend, domestic, foreign)

In the opening weekend they ended up making :  $81,033,231 in the USA with 4264 screenings join between two release dates (29 August 2010 & 20 December 2009) In the UK it made £8,509,059 on the lease date 20th December 2009 with only 503 screenings. However, in foreign countries such as Russia where it was released, it did not gain as much money - $1,221,393 starting from the 20th December with only 105 screens.
These opening weekend results show that Avatar may of been more widly advertised in the UK and USA, which would of meant more people going to see it as they have would of seen the trailers and advertising, however in places such as Russia, it doesn't seem to have as many screenings, which may prove that there was a lot less advertising for the film.  

The domestic total lifetime gross for Avatar in the UK & USA was $554,981,691 and $1,303,580,507 oversea's, this goes to show that oversea's it was more watched in the domestic theaters than when it was released in cinema, this could be to do with how publiciesd the film got after it was released in cinema's from being such a popular, spectacular film. This also could be to do with the second release in Cinema's in the UK, which could mean other people going to see it again, therefore not buying it as soon as it arrives on DVD/Blue-ray.

Exhibition : Theatrical Release Dates

Avatar was released on many different dates, depending on where about you were in the world. However, the UK was the first place for it to be released on the 10th of December, 2009 and the very last was 16th October 2010.

 What i think is quite different about these release dates compared to other films, is that it was released quite a way in front in the UK before America by 6 days. I find this unusual because normally big films like this are released on America, at least a few weeks before its bought to the UK.

As well as this, the UK date was at least 5 days before any other release dates, because after they this, they were released in blocks starting from the 15th of December.

Distribution and Marketing : Social Networking

Avatar has some advertising done on Facebook, this was either having users of Facebook post Trailers to show to their friends, or by by the Social Media Marketing(Facebook Advertising) 
Having advertisement on Facebook would of had a great impact of getting people well known with the film/wanting to find out more about it - seeing as Facebook is now the worlds most popular social network, with millions of users. As well as this, Facebook also has a very large target audience, which means the advertising will be towards lots of people. Especially as Avatar is a family film, it'll hit all ages and both genders. 

"Facebook Advertising:Social Media Marketing :
James Cameron’s new film Avatar has become a massive hit in the box office. It is a wonderful combination of a virtual world and a real world. It is also a no-brainer to predict that it will be released as an online version at some stage. Today’s virtual online worlds have attracted millions of users, reasonable venture capital and even impressive revenues once in awhile. The futuristic term “virtual world” means different things to different audience. Some of the popular ones include Sims, Gaia Online, Habbo or Kaneva. Then we have the  large-scale multiplayer games like Blizzard’s World of Warcraft and Diablo. One of the pioneers in this area was the open-ended 3D play ground Second Life which took the world by storm in 2005."


As well as having advertising on Facebook, there was also sidebar adds on other websites - such as Google, Myspace etc, these were mostly advertising Avatar wallpapers for your computer or mobile phone.  

Distribution and marketing : Trailers

The first trailer for Avatar was released on the 21st Aug 2009. The trailer was around two minute's long and it gave the public its very first glimpse of the alien world of Pandora dreamed up by James Cameron. This trailer not only gave the public the first glimpse of the alien world it also gave people the first glimpse of the Na’vi  people, these being the  Pandora’s 10-foot-tall, blue-skinned natives.

The fast-paced action clip doesn't contain much dialogue and shows the dazzling bright flora colours of alien world Pandora, the distant moon where the movie’s sweeping action unfolds.

Distribution&Marketing : Posters

This was the very first Avatar poster to be released - this was : August 3, 2009.
The poster was a preview of the Na'vi character played by Zoe Saldana.

This poster doesn't really tell you much about the film, however this is good because it makes you intregued on what the film is going to be about. Also, as it has 'From the directors of Titanic' written across the top makes you think/realise that this is going to be a very good well, known film. Especially seeing as they havn't even mentions James Cameron's name from how popular the film has been. Even though the poster doesnt tell you anything about it, it's very eye-catching, even though there are dullish colours used, the yellow eye colour really stands out and has a very good contrast between the colours. 

This poster was unveiled 10 days before Avatar hit the theaters, (this being a IMAX version) that has been seen around display at movie theaters only. This would of been the final bot of imergery that will represent this film forever as a success. This is a much better poster than the origional because you finally get to see Jake Sully 'compared' to a Na'vi, which helos to show that there is human acting within this film. As wella s this, is also has a blue and orange colour scheme, which helps to make it more eye-catching as they are contrasting colours - the orange landscape at the bottom also shows that this film shows a range of creativity, as the 'animal' shown is not what you see everyday or even in a foreign country. Which will make you feel more intised to watched.

This poster also involes James Cameron's name, where as the first poster did not, but it also consists of more of his well known films that he's directed, which once again, will give it a good hype on being a good film.

Production : Cast

Director : James Cameron
James has done a handful of very well known and successful films, including : Titanic, Aliens, The Terminator. He has probably been used as director, because of how successful his past films have been - linking his name in with this film will make people think/realise how great this new film is going to be.  

Sam Worthington : Jake Sully
He's become famouse through blockbuster films including : Clash of the Titans, Terminator Salvation & Mc.Beth. He has probably been used to reprisent the military look, from of the way he looks. Also, seeing as he's been in a good few well known action/drama films, from having a very tough character - he carries on this character in Avatar, from being strong minded.

Zoë Saldana : Neytiri
Zoë has been in a few very well known/popular family films, this makes her a popular choice for another. As well as this, seeing as she is not very well known/main characters normally, this will make her 'not as much' as very mainstreme actors which will help with the cost. The films she has been in are : Pirates of the Caribbean - Curse of the HBlackPurl, Star Trek 2009, Crossroads.

Sigourney Weaver : Dr.Grace
She has been in a range of Alien films , starting from 1979 up to 1997, she's also been in a Disney Pixar - Wall-E family film. The reason behind her being casted may be from James Cameron directing Aliens, which means he'll know how well she can act, but also, seeing as she's been in a popular family film, this will help to build up good impression on how the film will be. 

Production : Locations

All of the locations used in Avatar are :

• Hamakua Coast, Hawaii,USA
• Hughes Aircraft - 909 N. Sepulveda Boulevard, California, USA
• Kaua'i, Hawaii. USA (rainforest)
• Los Angeles. California. USA
• O'ahi. Hawaii, USA
• Playa Visya, California, USA
• Stone Street Studios, Wellington, New Zeland
• Wellington, New Zeland

Production : Budget

The estimated budget for Avatar is $237,000,000 and an estimated $150 million for marketing, noting that about $30 million in tax credits will lessen the financial impact on the studio and its financiers. Other factors that would contribute to the cost are : CGI, visual effect, traveling, sound tracks/music, lighting, cast etc.

Production : Institution

AVATAR

• Twentieth Century Fox Film Corporation, 
• Dune Entertainment, 
• Ingenious Film Partners 
• Lightstorm Entertainment 

Twentieth Century Fox Film Corporation is the main production company. Some of their previous films consist of: Ice Age 1, 2 and 3, Aliens in the Attic, Marley & Me and X-Men Wolverine. News Corporation owns Twentieth Century Fox, News Corp is the world's third-largest media conglomerate. News Corp is a publicly traded company listed on the NASDAQ(National Association of Securities Dealers Automated Quotations), with secondry listings on the Australian Securities Exchange.