Sample Exam question - Section B


Explain the importance of cross media synergies in the media area you have studied.

In the world of media, evolving technology and roles played by different media companies tend to drive film makers to collaborate in different media platforms. Throughout the filming industry, media companies rely on each other to produce, market, and distribute films for the ultimate to earn revenue. This is the point of cross media synergy, to ensure revenue throughout collaborative work of different media forms.

20th Century Studios, Inc., once known as 20th Century Fox, is an American film production and distribution company owned by the Walt Disney Studios. It was founded in May 31, 1935. Their most notable productions/media texts were Star Wars films, X-Men, Ice Age, Avatar, and Planet of the Apes, Deadpool, Rio, and Alvin and the Chipmunks. They created Free Guy, a film made for kids, teens, and young adults, which worked with numerous media companies. In the production of Free Guy, 20th Century worked with Ryan Reynolds' (one of the producers and the actor of the main character 'Guy') production company Maximum Effort worked with 20th Century in terms of production, following their three-year first-look deal. They also worked with Walt Disney Studios Motion Pictures International as Disney owns 20th Century.

Free Guy based its marketing on the synergies of medias loved by kids and teens, the target audience. One form of media these kids and teens enjoys is video games. The popular video game Fortnite, owned by Epic Games, was one of the most notable collaborations. Fortnite added a skin and emote (cosmetics) related to Free guy, advertising Free Guy to millions of players. In return the movie advertised Fortnite through easter eggs. They also collaborated with famous content creators and YouTube, such as Lazarbeam, DanTDM, and Ninja. These YouTubers are loved by millions, if not billions, of kids and teens who would want to watch the movie to see their favorite content creators. There is also a Free Guy Instagram account to advertise and tease media users (teens) with behind the scenes action and trailers. The collaborative use of marketing drove kids and teens to watch the movie, allowing for better revenue.

Free Guy was released during the Covid-19 period. This means that despite being released in theaters, they would have to use other ways of distribution to ensure people watch the movie. This was done through synergy as after 45 days of its release, it was then released on the streaming platform Disney+. This collaboration with Disney Studios comes to no surprise as 20th Century is owned by them. This allowed audience to watch Free Guy from home, following the social distance protocol and growing the audience amount. DVDs for the movie were sold through Amazon and Walmart. Amazon's shopping system allows for people to order and receive the movie from home. The use of synergies here allows for more of an audience as they may watch in the comfortability and safety of their home, boosting their revenue.

Due to the shifting role of technology and media platforms, media companies must adapt to reach the attention of consumers. Cross media synergies ensure that media companies may stretch their influence across various media platforms in order to earn revenue. Companies like 20th Century may remain relevant and successful so long as they remain relevant and influential throughout the ever changing world of media done through cross media synergies.

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