Convergence and Synergy | Super 8 & Attack The Block

CONVERGENCE AND SYNERGY

IN ATTACK THE BLOCK AND SUPER 8

Convergence is the idea of a TV/film production and media technologies merging together to create digital items. E.g. iPhone as it has various outputs as it can also be a video camera, music player, radio, gaming

device, internet browser etc.

Synergy is when two or more institutions use a range of platforms to promote, sell and distribute their

products. An example would be McDonalds and Happy Meals to promote a film or merchandise. Though media convergence is based on the media industry whereas

synergy can be two institutions from any industry.

DEFINITIONS:

CONVERGENCE IN ‘ATTACK THE BLOCK’

Animation for the use of the aliens therefore the film had to partner with a CGI/animation company to make it look realistic and bring the aliens to life. The creatures began with

two men in gorilla-like suits with animatronic jaws but puppets were also

used.

The sounds by the aliens was by using dolphin sonar, also known as Sound Navigation And Ranging, mixed digitally with other sounds from other animals as well as a woman's

scream.

The joining together of Big Talk Productions, Film 4, Studio Canal and UK film council was important as otherwise the film wouldn't of been a success; Released on May 13th 2011.

DVD and Blu-Ray UK on 19 September 2011 & the trailers March 2011.

SYNERGY IN ‘ATTACK THE BLOCK’The film had partnered with various

websites such as E4 and Love Film whereby they promoted ‘Attack the Block’ by placing an advert as their

banner and by having offers such as the trial.

In other ways of promotion, the film also had billboards and merchandise such as

t-shirts with the jaws of the aliens.Play.com had an exclusive Blu-ray and

DVD double play edition offer with a glow in the dark sleeve, including a bio-luminescent jaw of one of the creatures.Soundtrack released for the film by an electronic dance group ‘Basement Jaxx’.

E4 & Love Film.com

Soundtrack

Merchandise

ATB Game

CONVERGENCE IN ‘SUPER EIGHT’Super 8 was released on June 10, 2011 by

Paramount Pictures.

It was the first original J. J. Abrams film project produced by Amblin Entertainment,

Bad Robot Productions, and Paramount Pictures.

As it was promoted through an extensive viral marketing campaign, the first trailer for the movie was attached to Iron Man 2,

released in May 2010. 

CGI was also used for effects for the explosions and aliens.

DVD and Blu-Ray copies were released on November 22nd 2011. It was released as a combo pack with a Digital Copy, including 9 bonus features and 14 deleted scenes.

It also had a Soundtrack which won 2012 Saturn Award for Best Music.

Soundtrack

DVD

SYNERGY IN ‘SUPER EIGHT’The Super 8 website also contained an ‘editing room’ section,

which asked users to find various clips from around the web and piece them together.

The film also created a video game ‘Portal 2’ which contains an interactive trailer placing the player on board the train before it crashes, and showing the carriage being smashed open and

the roar of the alien.

COMPARISION

Convergence and Synergy really depends on budget. A major like Paramount have financial backing from the company and can expand on budget. However an independent film such as

‘Attack the Block’ lack the financial funding that a major company has therefore will be limited.

After all of the marketing, ‘Attack the Block’ was still only a small budget film which with being British, was a disadvantage when trying to promote the film, especially outside of the UK.

BENEFIT OF CONVERGENCE IN FILM

It gives other media institutions to gain promotion and recognition if

the audience know that the company helped the film.

Advertisement meaning more engagement and promotion.

BENEFIT OF SYNERGY IN FILM

The two companies are able to work together to promote, sell and

distribute their products.It helps the film to gain promotion

as if a bigger company helps a financially low budget film, it’ll create awareness and gain a bigger target audience and

reputation in order to sell well.