Aarseths's journal 'The Culture and Business of Cross-Media Productions' can certainly bare some relevance to the FF franchise. Aarseth identifies that in today's Media industry companies can capitalize on their product by co-launching it throughout multiple Media outlets, such as books, comics, films and video games. This can also be correct in terms of marketing other products in tune with the central medium, examples such as action figures, garments, cosmetics and recreational items can also be apart of the 'co-launch' providing a business assault from all angles.
Final Fantasy is a prime example of what Aarseth has discussed. With the new title 'Final Fantasy 13' being released throughout Europe recently it's relatively easy to see just how SquareEnix have assaulted the consumer with a barrage of products, both non-media and media. In cohesion with the game SquareEnix have produced and marketed everything from wall posters to life sized replicas or the main characters, all released to build hype and minimize risk to the company. Aarseth quotes " The risk has to be spread across media to secure the bottom link" In this case the 'bottom line' is the Final Fantasy brand and the 'risk spread' is the accompanying media released with it.
If we explore further into the Final Fantasy series we can also apply Aarseth's theories to other titles. Final Fantasy 7 was released over 10 years ago and was seen as the most successful of the series to date. As a result of this success many other medium have been marketed baring the FF7 titles to expand on the game. Included in this medium was the feature length cinematic Advent Children, a sequel to the game that proved to be just as successful. In Aarseth's article he states that pre awareness reduces risk. As SquareEnix has already marketed the FF7 brand, and thus it had proven a success the initial risk was removed, opening the door for the company to expand on the title and reap the rewards without fear of it backfiring. SquareEnix also back up Aarseth's claims that companies start with a relatively 'low risk' situation to test the industry waters before launching their product. By 'low risk' SquareEnix launched the more produce able game before taking advantage of the success. As SquareEnix market productions that progressed sequentially they played the market well generally releasing cross-media commodities well.
In contrast to the above the Final Fantasy 7 series proved that it is possible to cross-media produce with a game title before a movie. Aarseth made the general link between cross-media production as book to comic to film to game. However in the case of Final Fantasy 7 the game was released with the movie in tow afterwards disproving that the cross-media 'flow' must follow that direct route.
Aarseth concludes his article stating that in business the easiest way to reduce risk is to simply follow the money. This again can be comparable to Final Fantasy 7 as SquareEnix continue to reap the rewards of the initial game be releasing prequels, sequels and general merchandise.
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