Institutions Working in Synergy

Synergy: When two companies work together to mutually benefit each other.

The stages of production are as followed:

Production -- Marketing -- Distribution -- Exhibition

Synergy works when different elements within media conglomerate promote linked products. The typically have a larger effect than if one product was released on its own.

A conglomerate is when a production company owns a number of other companies and a subsidiary is a company owned by another production company.

An example of this is Warner Bros which is a conglomerate who owns DC Films and New Line Cinema.

Toy Story 3

An example of companies working in synergy is Disney to promote the film Toy story 3. They promoted this in various different ways:

-DVD/Blue-ray combos of the previous films in the franchise.

-Before the release of the film, Disney Interactive Studios released 'Toy story 3: The Video Game'.

-Sneak Previews of the films on Disney Channel.

Harry Potter and the Philospher's stone

In 2000, AOL worked in synergy with Time Warner. Time Warner is an oligoploy which owned the conglomerate Warner Gros. Pictures, therefore also working in synergy to distribute the film. This synergy between the institutions benefitted both, especially for marketing. The product was marketed in several ways:

-Adverets were shown on the American T.V channels, HBO and WB which are both subsidaries of Time Warner.

-AOL's internet service also promoted mechandise. They offered ticket promotions in exchange for a subcription of AOL's sevices which promotes both insitutions.

-The soundtrack was released on Atlantic records which is a subsidary of Warner Music.

The Great Wall

A recent example of companies working in synergy is the film 'The Great Wall'. The Great Wall had recently been announced and is going to be funded by the multi-business oligopoly, Wanda. Wanda had bought the conglomerate of Legendary, and as Lengendary had an existing distribution agrrement with Universal, the institutions continued to work in synergy to distribute all the films.

Main Brief

As we are an independant company, the budget is relatively low. therefore, we have decided to work in synergy with another company to help produce and distribute the film.