Defining synergy and convergence.

For our homework this week, we were asked to define the termms "Synergy" and "Convergence". Following on from this, we were asked to discuss how film companies use these microfeatures. Synergy - The idea that the whole is greater than the sum of it's parts. It is the method of synchronising and actively forging connections between directly related ares of entertainment. Technologies that support synergy are DVD's, CD's, websites and downloading. These are used as one platform to sell different products related to a particular film or television programme. For example, the Disney film "High School Musical" (Which has three hit movies)was released along with DVD copies of the film, CD's of ther soundtrack, toys and websites in which fans of the film could visit to play games, buy products and find out information about the film. This supports the idea that the whole product is better than the some of it's parts. A film may have been released and become a hit movie, but the film is not as great on it's own as it would be with DVD's, webistes and Soundtracks. When speaking about films, franchising use this theory almost religously in order to get the best out of their products. Convergence - The process by which a range of media platforms are intergrated within a single piece of media technology. This process can almost push the original idea of a certain product away from the actual use and turn it into a new, mainstream idea. For example, a mobile PHONE is a standard communication device that people can carry around easily without hassle. However, mobile phones also include a camera, a music player, a hole for headphones and many more features that an older phone wouldn't have or indeed need. In the film industry, this idea can be used when promoting the film. For example, if a new film is being released, then the company behind the film are most likely to release a teaser trailer, a full cinematic trailer, posters and other methods of promiting a film. This isn't quite identical to the example of the mobile phone - but it is still a wave of this method, in the sense that you can take something and make lots of other things from it.