Media convergence is “the combination of new media and old media within a single piece of media work.” Disney owns many assets including: The Walt Disney Studios (inc. Walt Disney Record), Disney Mobile Studios, ABC Family, ABC Entertainment and Marvel Studios. This is an example of economic convergence. Utilizing a variety of different types of media allows access to a wider reach of the selected demographics, this leading to awareness and profit increases. Disney’s Frozen is a perfect example of a franchise which has used its owner’s media convergence and influence, to expand it from a movie to a brand.
The Frozen franchise stretches across all types of media including: video games, books, apps, music, YouTube videos plus planned features of Frozen characters in numerous television shows.
The franchise’s success due to media convergence is reflected in its profits. As of September 2014, Frozen had achieved: $1.27 billion worldwide box office sales, $252 million in DVD and Blu-ray sales and $2.7 billion in music sales. To date, the ‘FROZEN – Let It Go Sing-along / Official Disney HD’ YouTube video has reached 688,346,884 views, whilst the ‘Disney’s Frozen “Let It Go” Sequence Performed by Idina Menzel’ YouTube video uploaded by Walt Disney Animation Studios has reached 513,536,222 views.
Media convergence means we are submersed in popular culture, encouraging branded merchandise to become omnipresent in our everyday lives. As shown by the example of Frozen, Disney has manipulated media convergence in order to increase sales. This is applicable for other movie franchises such as The Hunger Games and Harry Potter.
B, Bulik. (2014). How Disney has managed to keep ‘Frozen’ Red Hot. AdAge. Available from http://adage.com/article/cmo-strategy/disney-managed-frozen-red-hot/294757/. [Accessed 17 March 2016].