A Level Convergence & Synergy in Media
November 2023
What is synergy and cross-media convergence?
Synergy may be defined as companies, or subsidiaries of conglomerates that work together to promote intellectual property. On the other hand, cross-media convergence is considered the combination of multiple media products into a single intellectual property. Synergy does not necessarily have to be all media products, but cross-media convergence must be all media.
The Super Mario Bros. Movie
This example represents synergy because they worked together with the Super Bowl LVII to promote the movie using a commercial. This benefits both the Super Bowl and The Mario Movie because they were sponsored to promote the movie during the commercial break This is also cross-media convergence because the Super Mario Brothers originated as video game characters. The movie worked with those video game characters and blended them together in order to create the intellectual property we now know as the The Super Mario Bros. Movie.
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