SYNERGY

-When the interaction of two or more forces working together creates a greater effect than the sum of their individual efforts.

-Media synergy is the way in which different elements of a media conglomerate work together to promote linked products across different media platforms.

Eg. Warner Bros. worked with Facebook to promote The Lego Movie.

-It works when different elements within a media conglomerate (e.g. film studio, record label, video game division) promotes created linked products (e.g. film, soundtrack, video game) so that they all publicise each other.

-“The Disney Stores promote the consumer products which promote the parks which promote the television shows. The television shows promote the company.”

Former Disney CEO Michael Eisner.

-‘Harry Potter and the Philosopher’s Stone’ (2001):

--In 2000 AOL and Time Warner merged. The promotion of ‘Harry Potter and the Philosopher’s Stone’ by AOL Time Warner is a good example of synergy. 

--AOL’s internet service was offering merchandise, and ticket promotions tied to subscriptions for AOL’s services.

--Articles about the film appeared in newspapers and magazines owned by Time Warner.

-The soundtrack was released on Atlantic Records, part of Warner Music.

--Adverts for the film were shown on HBO and the WB, both American TV channels which are subsidiaries of Time Warner.

My understanding of synergy:

Synergy is when different elements of media conglomerate work together to promote products over different media platforms as their forces individually wouldn't be as efficient compared to them combined with other media conglomerate. For example, The Greatest Showman was distributed by 20th Century Fox while their soundtrack, which is available on Apple Music, Spotify, Deezer, Google Play Music, came from the Atlantic Records label. Their merchandise is available to purchase on many different websites such as eBay, Etsy, Amazon and more. The Greatest Showman have also created promotion posters which are available to purchase also. The movie has an official website as well as a profile on Facebook, Instagram and Twitter. The studio launched the “This is Me Challenge” in conjunction with YouTube, a sort of mini singing competition where the winner was revealed at a later date. It was announced the cast would perform a “live trailer” for the movie during Fox’s live broadcast of the musical “A Christmas Story.” Some companies which helped promote The Greatest Showman include:

--Bloomingdales, which offered a sale dubbed “The Greatest Time To Get Your Gifts” featuring a collection of various apparel loosely themed to match the movie. 

--Swarovski, which was the movie’s official jewelry partner and which created a number of designs inspired by the story. The company also helped design some of the movie’s costumes.

--NYC & Company, which partnered with Fox to stage a whole series of events in New York City dubbed “The Greatest Week.” 

--Hugh Jackman and Zac Efron showed up on “The Late Late Show” to sing some Broadway songs with James Corden. 

--Visa, which offered cardholders early screenings as part of their Signature Film Screening series.

--House of Sillage, which created his and hers perfumes inspired by the movie.

--There was a whole campaign which started with Zac Efron appearing on “The Today Show” to announce “The Greatest Week,”

--NBC used “This Is Me” from the movie in an inspirational commercial promoting the upcoming Winter Olympics coverage, seeming to overlook that the song is about being proud in your outsider status and drowning out the crowds calling you a freak, not just about achieving greatness.