Level: Grades 8 to 10
Overview
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In this lesson, students look at the influence and power of media mergers by studying the
Space Jam cross-marketing phenomenon. The lesson begins with a discussion about the film
Space Jam, with students responding to an article by Naomi Klein about the significant role played by media mergers in the marketing of this film. Students review the holdings of AOL Time Warner, and discuss the ethical problems that may arise from such concentrated ownership.
Learning Outcomes
Students will demonstrate:
- an understanding of how cross-marketing is used to promote products over a number of different media platforms
- an beginning awareness of the issues surrounding "mega-mergers" of communications and entertainment companies
- an awareness of how communications organizations will use various subsidiaries to promote products
Preparation and Materials
Procedure
Introduction
Basketball superstar Michael Jordan, along with co-star Bugs Bunny, helped to make the movie Space Jam one of the biggest hits of 1996. The Warner Bros. movie grossed $30 million in its opening weekend, aided by a $70-million promotional push. The movie was a merchandising event, with products from 200 licensees selling weeks before its release - a strategy that seemed to work. By the end of 1997, Space Jam had generated $250 million in box-office grosses alone.
The success of the promotional campaign for this movie was largely due to the massive media reach of Time Warner-Turner, who was able to promote this film over a wide range of media and media platforms.
Most students are familiar with the hype and promotions surrounding blockbuster movies. Exploring the methods that were used to promote this film, and how media mergers create an onslaught of marketing opportunities, is a good vehicle for illustrating the power and influence of these new mega-entertainment companies.
- Ask if any students have seen the movie Space Jam. (If none have seen it, use another popular hit such as Harry Potter and the Philosopher's Stone, Harry Potter and the Chamber of Secrets, Star Wars, or Lord of the Rings.)
- What are their recollections of this film?
- Do they remember any ads or merchandise from this film?
- Where did they see or hear the ads?
- Did they buy any merchandise?
- Ask students to define the term "cross-marketing." Encourage them to consider all possible platforms. Write their definitions and answers on the board.
Distribute the article Space Jam, and give students time to read it. Once they've finished, ask them the following questions:
- What does Naomi Klein mean when she uses the term "cross-over synergy?"
- What companies form Time Warner-Turner? What is the main business of each company?
- List how these companies worked together to promote Space Jam. How many different cross-promotions are mentioned in this article?
- What does Klein believe is the main problem with mergers such as Time Warner-Turner?
- Do you think Time Warner-Turner acted unethically by devoting a special issue of Sports Illustrated for Kids to Space Jam without telling readers that both magazine and movie were products of the same company, and that this was essentially a promotion?
- What do you think about music videos that are used to promote movies? Are these legitimate forms of musical or artistic expression, or merely musical commercials?
- What do you think Klein means when she says: "In this era of so-called information choice, synergy has emerged as a means of controlling consumption so thoroughly that choice is practically taken out of the equation?"
Distribute the student handout AOL Time-Warner: Mega Media. Ask students:
- Did you know that these companies were connected through AOL Time Warner?
- What companies surprised you the most?
- What are the concerns about one company controlling so many of our media?
Have students reflect in their media journals: "Should one company have so much power?"
Activities
- Have students research the holdings of other Mega Media companies, such as Viacom, Sony and Walt Disney.
- Have students assume the role of an AOL Time-Warner executive and plan a promotional campaign for an upcoming movie that utilizes the media reach of the company. When planning this promotion, think about any additional partnerships that might provide maximum exposure for your film.
- Using flyers, newspapers and magazines, instruct students to make a collection of how many different types of advertisements they see for an upcoming movie and tie-in merchandise.
- Alternatively, have students track the cross-marketing history of a blockbuster film such as Star Wars. (Instruct students to look for more subtle forms of media connections in cross-marketing - such as a music artist from Maverick records being selected to sing and create a video for the theme song from a Warner Bros. film.)
Evaluation
- Class participation, journal entry, completed media-ownership research, promotional campaign, cross-marketing survey.
