Friday 15 March 2013

Homework: Media Synergy Task

In the film industry, how has one media conglomerate used synergy successfully? 

Film:
Harry Potter started off as a series of 7 novels written by J.K.Rowling. The main narrative follows Harry's ultimate journey of wizardry to defeat Lord Voldemort with his friends Ron and Hermione. Obviously, Harry Potter is a franchise and the narative continues throughout all of the films. Each film grossed different overall amounts:
  • Harry Potter and the Philosopher's Stone = $317,557,891
  • Harry Potter and the Chamber of Secrets = $261,970,615
  • Harry Potter and the Prisoner of Azkaban = $249,358,727
  • Harry Potter and the Goblet of Fire = $289,994,397
  • Harry Potter and the Order of the Phoenix = $292,000,866
  • Harry Potter and the Half Blood Prince = $301,956,980
  • Harry Potter and the Dealthy Hallows (part 1) = $294,980,434
  • Harry Potter and the Dealthy Hallows (part 2) = $380,955,619
Games:
There are 11 Harry Potter video games, 8 correspond with the films and books and 3 are spin-offs. The games are released to coincide with the films and contain imagery and details from the films. It is said that Ea "worked closely" with Warner Brothers to include scenes from the films.
Numberous non-interactive games have been released also such as:
- Cluedo Harry Potter Edition
- Scene It?
- Harry Potter and Lego Harry Potter models
To the right I have taken a screenshot from Google's Shopping tab where I searched 'Harry Potter Games'. Games from varying formats appeared: Xbox, Wii, PSP and PC games appeared with the generic puzzle games appearing too. Many of these games are renditions of games already available with the branding of Harry Potter attached to make more sales to Harry Potter fans. But some are made solely for the purpose of Harry Potter. I don't think the games would be anywhere near as successful without Harry Potter's brand because the creators are engaging the fanbase which will make them more profit as it's a well known brand.
Attractions:
The 'Wizarding World of Harry Potter' in Orlando, Florida is the 7th expansion to be built outside the original Universal Orlando Resort. A recreation of Hogsmead is what the visitors are greeted by, following this multiple shops that are from the books and films can be visited to make them feel as if they're part of the book. As well as this, there are themed rides and restaurants that are "heavily inspired" by their appearences in the books and films. In total, $265 million was spent developing the attraction site, however capacity crowds should see a profit made over time. 
The Warner Bros Studio Tour opened to the public on 31st March 2012. Each visit lasts around 3 hours and they get around 5000 visiotrs a day. Major sets, props and costumes can be seen on the tour. A hotel is expected to open next to the studios but it's unclear whether this will be run by Warner Brothers.

Soundtrack:
Each Harry Potter film has its own soundtrack. The composers for them include: John Williams, Patrick Doyle, Nicholas Hooper and Andre Desplat. The record labels for them include: Atlantic, Warner/Sunset, New Line Records and WaterTower Music. The soundtrack can be purchased on: Amazon, iTunes and other sites such as Play.com and Overstock. Warner Brothers Music Company is the parent company of all of the record labels that are listed above - Warner Brothers are one of the 'big six' media conglomerates. 

Toys:
In terms of physical products, there are many offcial and non-official products that have been released with the Harry Potter brand. Some examples are:
- Harry Potter Uno cards
- Lego Harry Potter
- Harry Potter Top Trumps
- Harry Potter Cluedo
- Harry Potter Scene It
- Harry Potter Action Figures
- Harry Potter dress up clothes

Sources:
http://en.wikipedia.org/wiki/Warner_Bros._Studios,_Leavesden
http://www.warnerbros.com/

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