Mama Mia! analysis.

‘Mama Mia! Here we go again’ is the second Mama Mia film in which was released on the 20^thJuly 2018. 

The production companies of this film are ‘Legendary Entertainment’ and ‘Playtone’, however these companies are not independent, they are subsidiaries to a conglomerate company called ‘Dalian Hexing Investment Co.’ this company is based in Dalian in China, however, Legendary Entertainment work with Universal Pictures and Warner Bros, therefore horizontal and vertical integration were able to be used when it came to advertising and distributing the product, this is due to the fact that Universal own multiple subsidiaries in which are able to distribute and advertise the product to a large audience, such as: Focus Features, Dreamworks Animation, Gramercy Pictures, Corymore productions, Harvey films, film roman, illumination entertainment, universal Orlando and so on, advertisements / trailers would be played before / during films and videos and posted on social platforms such as websites for these companies, which is how they would gain popularity and recognition towards the product. 

The film could be marketed through traditional methods of advertising such as: on billboards, on posters, in magazines and newspapers, flyers and broachers, on the radio, on TV adverts and through direct mail, and on public transport, if a film was produced, this film could be distributed through traditional channels such as on DVD, TV or the cinema. 

The film could also be marketed through new digital media methods of advertising, for example, via social media’s such as: snapchat, Instagram, Facebook, YouTube, Twitter, on websites and via celebrity endorsement, advertisements that are posted on the internet also have new extra elements in which make them interactive such as: hyperlinks, recommendations, QR codes and so on, new media distribution channels could be one such as apps / websites, for example: Netflix, Amazon Prime, TubiTV, ShowBox, PlayBox HD and so on, these services are joint venture with Universal as they’re not subsidiaries to the company but do work with them to distribute their product. 

Elements of synergy are evident across digital media platforms such as Instagram, snapchat, Facebook and twitter, and also traditional media platforms such as on posters, billboards, leaflets and in magazines, for example the colour blue is prominent on all advertisements that are posted onto different social media’s within the logo and white space, the logo and slogan are always in the same font, and the actors always seem to the doing the same sort of poses, e.g:

I think this use of synergy creates recognition towards the film as over time people may start to associate the colour blue with the film Mama Mia due to its dominance within the advertisements, the adverts usually seem to be very similar and don’t have much difference across different channels, therefore connoting that the producers wanted all the advertisements to have a similar appearance as one another as this will make the advertisements stay in your head as the overall appearance of the advertisement is constantly more or less almost the same.