Sample Exam question- Section B-Media Contexts

     In the new day and age of modern film, cross synergy holds a crucial role in making successful movies and reaching target audiences across different platforms. With utilizing marketing tactics through advertisements, social media, campaigns, and movie premieres, production companies can quickly multiply their viewers to produce more revenue than with the newly released movie alone. 

    A great example of this is with Walt Disney Studios Motion Pictures, an American film production company. This company was founded in 1923 by Walt Disney and Roy O. Disney. The brothers started off with creating short films of their first character Mickey Mouse and eventually went up to making full-sized animations. They changed the family owned business to Walt Disney Productions soon after. Today, they have expanded to a much bigger, successful company, that have reached billions of people globally. 

    The movie Mufasa: The Lion King, shows a clear representation of cross synergy being used through marketing the film and type of animation. Disney got together with a smaller company named Fairview who assisted with all the equipment of CGI technology to make the film have a realistic look to it. They also partnered up with the brand Orijen Pet Food to promote the movie coming up with Mufasa inspired producers to attract outside marketing. The cross media convergence between the two allowed potential viewers to have exposure to the movie in their regular lives through feeding their dog. Disney also partnered up with a clothing brand, Actively Black, and they collaborate on a clothing line that was inspired by the movie characters. 

    To add onto that, Disney also had some partnerships and starred Beyonce as well as her daughter in the movie and they played important roles. Beyonce has a large influence on social media and across many platforms so this adds to the synergy and allowed Disney to gain viewers that admire Beyonce to potentially watch the movie she is featured in. Other than cross media convergence and synergy, Disney also pulled their own effort into promoting the movie. They posted to their social media pages with trailers about the movie and posted a Youtube Music Video of the hit song "I Always Wanted a Brother" to get fans excited about the soundtrack of the film. They also did a premiere and invited celebrities to watch the movie first so they can post about it on their platforms. Additional things like trailers (released during the Super Bowl), teasers, advertisements, and billboard ads were also done before the release of Mufasa. 

    In conclusion, cross media synergy does play a vital role in creating a hit movie. Disney obviously has the formula to those, after creating big successes, one after the other. Combining with smaller distribution companies allow to integrate talent and resources into one movie to promote something big. Mufasa: The Lion King was definitely a big hit and was able to reach a full wide range of the target audience and more due to the element of synergy.


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