Synergy (Indie Game: The Movie)

Synergy is the term used to describe the simultaneous (or near simultaneous) launch of promotion or materials for a product or product line. 

Indie Game: The Movie is a very unique and effective film when it comes to synergy. The documentary focuses on the creation of 3 different games. Prior to release it released these posters as well as a trailer on YouTube.

When it released, it became available on a multitude of formats such as DVD and digital. These were available for purchase on the film's website.

 However, it was very unique in that it was the first movie to ever launch on Valve's digital game distribution service, Steam. Not only this, but it was available for purchase in bundles that included the games featured in the film. This is significant since it was able to reach its demographic audience in a very effective way, since a majority of people who have heard or bought these games prior to the film will have seen the film featured on the store.

Indie Game's store page on Steam

The product was also featured on social media through sites like Facebook. As seen this features promotion for Steam as well as bundles available with the film to further provide incentive to buy the film even after release.

Prior to this, the documentary was also shown at film festivals to increase awareness and hype, which was further helped by the awards it won. It also featured a limited theatrical release for the die hard fans of the documentary to see, with showings that inconsistently continue to this day.

Throughout this entire process of marketing, a brand name and symbol became steadily apparent. The light hue of blue with the white text is iconic of the documentary, and so basic attention to what the product the consumer is looking at. This along side with the shot of the Super Nintendo controller hanging on the electric wires and the poster art of a Super Nintendo hanging from an unknown position also brings with it instant brand recognition. This is taken from a shot from the film, where this iconic symbol derives from.

Screenshot from film opening

The film also features games that are part of the "pixel art" style, and so fits with the style of everything being blocky or angular. This is even reflected in the types of shot which are often heavy with symmetry or rules of thirds, making sure every "block" in the shot is filled.

The pixel game "Super Meat Boy"

The pixel game "Fez"

Development of "Super Meat Boy", shots have object of interest at each point in the rule of thirds grid

Symmetrical shot of Phil Fish, developer of Fez