Convergence in the Film Industry
Convergence in the film industry refers to the blending
and integration of different technologies, platforms, business models, and
industries to create more seamless, interconnected viewing experiences and
business operations. It involves several forms of convergence:
1. Technological Convergence
Definition: The merging of different technologies into a
single platform or ecosystem, allowing for more unified and versatile film
production and distribution.
Examples:
- Digital
Animation and Live-Action Integration:
- Snow
White and the Seven Dwarfs (1937) represents a significant milestone
in technological convergence by combining animation with synchronized
sound and music, revolutionizing the animated feature film genre.
- In
modern films like Shang Chi and the Legend of the Ten Rings
(2021), technological convergence is evident in the integration of
cutting-edge CGI, motion capture, and practical effects to create
hyper-realistic action sequences, particularly in the martial arts
choreography and virtual production of complex environments like the
mystical city of Ta Lo.
- Virtual
Reality and 3D Technology:
- 3D
technology was integrated into films such as Avatar (2009), and Shang
Chi embraced similar cutting-edge tech with its action scenes.
Additionally, advancements in motion capture and virtual reality
technologies push the boundaries of filmmaking, enhancing both the visual
and interactive elements.
2. Cross-Platform Convergence
Definition: The ability for films to be consumed across
multiple platforms with shared content, ensuring an interconnected experience
for audiences.
Examples:
- Streaming
Services and Theatrical Releases:
- Snow
White was originally released in theaters and later made available on
VHS, DVD, and through television broadcasts, transitioning across
multiple media platforms as the technology evolved.
- Shang
Chi took advantage of cross-platform distribution with a simultaneous
release in theaters and on Disney+ (post-theatrical window), allowing
viewers access on streaming services after its cinematic run, enabling a
broader audience to engage with the content across multiple platforms.
- Film
Tie-ins and Digital Expansions:
- Shang
Chi also utilized various forms of cross-platform media, including
tie-in comic books, video games, and digital shorts that expanded the
narrative universe beyond the film itself.
3. Vertical Integration
Definition: When a company controls multiple stages of
the production and distribution process within the film industry.
Examples:
- Disney:
- Disney’s
ownership of Snow White and the Seven Dwarfs allowed the company
to oversee its production, distribution, and marketing through its own
channels, including the Disney brand, merchandising, and television
networks. Disney's control over both the creative and distribution
aspects enabled them to fully capitalize on the film's success.
- Shang
Chi falls within the Marvel Cinematic Universe (MCU), and Disney’s
control of Marvel Studios, along with its distribution channels (e.g.,
Disney+ for streaming and theaters for releases), allowed for a unified
and controlled release strategy.
- Ownership
of Intellectual Property (IP):
- Both
films demonstrate Disney’s power as a vertically integrated company,
using its massive library of films, characters, and media channels to
maximize revenue and audience engagement across multiple forms of
entertainment.
4. Horizontal Integration
Definition: When a company acquires or merges with other
companies operating at the same level of the value chain to expand market share
or reduce competition.
Examples:
- Disney’s
Acquisitions:
- Disney’s
acquisition of Pixar, Marvel, and Lucasfilm showcases horizontal
integration, expanding its portfolio with successful franchises. For
example, Shang Chi is part of the MCU, which Disney acquired with
the purchase of Marvel Entertainment.
- This
integration allows Disney to expand its influence in the superhero genre
and dominate the global box office with films across various franchises.
- Expanding
Franchise Opportunities:
- Snow
White, over the decades, has been part of Disney’s horizontal
integration strategy, as it expanded its influence in animation, theme
parks, merchandise, and television spin-offs. The same approach is
evident in Shang Chi, where the film's success is further
leveraged through merchandise, spin-off shows, and theme park
attractions.
5. Media Convergence
Definition: The integration of film with other forms of
media, such as television, music, social media, and gaming, creating new ways
for audiences to interact with films.
Examples:
- Merchandising
and Brand Collaborations:
- Snow
White helped launch a massive wave of merchandising, from dolls to
toys to branded products, which became a significant part of the Disney
empire. This cross-media influence introduced a new method of monetizing
films beyond the theater.
- Shang
Chi is another example of media convergence, as it has been
integrated with other media forms such as comic books, video games, and
music (e.g., a soundtrack featuring global artists like Anderson .Paak
and 88rising). It also engaged in a promotional campaign with various
brands and platforms, including exclusive Disney+ content and themed
merchandise.
- Film
Tie-ins and Streaming Content:
- Disney+
offers a robust platform for film tie-ins, providing additional content,
such as behind-the-scenes features, extended universes (e.g., WandaVision
and Loki related to the MCU), and digital shorts, enhancing the
film experience. Shang Chi made use of these platforms to further
engage its audience.
6. Business Model Convergence
Definition: The blending of different revenue models
within a single film or ecosystem.
Examples:
- Merchandising
and Licensing:
- Disney’s
Snow White set a precedent for how film franchises can expand
beyond the box office. From dolls to clothing, Disney capitalized on
licensing and merchandising to create continuous revenue streams.
- Shang
Chi continued this model, with the film generating revenue not only
from its theatrical release but also from its integration into various
consumer products (e.g., toys, video games, clothing) and streaming
subscriptions (Disney+).
- Subscription
Services and Premium Releases:
- Shang
Chi is an example of a hybrid business model, released in theaters
with an exclusive window, then made available on Disney+ as part of the
subscription service, offering a different revenue model from the typical
theater-only release.
7. Social Convergence
Definition: The integration of social features and
networks directly into films, allowing for audience interaction and engagement.
Examples:
- Social
Media Campaigns:
- Disney’s
Snow White was part of a cultural conversation, and Disney has
used social media to promote new films, generate buzz, and interact with
audiences. For example, the success of Shang Chi was partly driven
by its social media engagement, where fans shared fan art, memes, and
videos across platforms like Instagram, Twitter, and TikTok.
- The
film’s social media campaigns also featured interactive elements,
encouraging fans to share their excitement and experiences, while social
influencers were invited to promote the film in creative ways.
- Fan
Interaction and Content Creation:
- Fans
of Shang Chi were encouraged to participate in the film’s global
promotion by creating user-generated content related to the movie, using
popular hashtags, and even engaging with exclusive content on platforms
like TikTok, where trends related to the movie's themes and characters
were popularised.
Conclusion
Convergence in the film industry allows for the blending
of technology, media, business models, and platforms, creating richer and more
immersive experiences for audiences. Snow White and the Seven Dwarfs
(1937) and Shang Chi and the Legend of the Ten Rings (2021) exemplify
how convergence has evolved in the industry, from animation and merchandising
to streaming services and social media engagement. As the industry continues to
innovate, convergence will remain a driving force in shaping the future of how
films are created, distributed, and experienced by global audiences.
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