Media Synergy

Working in Synergy is when two companies work together to mutually benefit each other. New Technologies support this process – web, dvd, downloading. Media institutions exploit various platforms to sell various products related to one film (e.g. film and soundtrack and video game).

Conglomerates are companies that own numerous companies in various mass media such as television, radio, publishing, movies and the internet.

Synergy simply means working together to achieve an objective that couldn't be achieved independently. Synergy works when two different media conglomerates (or institutions) create linked products to promote each others product. Cross-media convergence can help with synergy if companies or institutions are wise enough to take advantage of the links they have formed.

Disney Synergy:

Disney often work in synergy, and they were actually one of the first companies to effectively use it. Disney work in synergy with Pixar, this is one of the best known synergies and possibly the most successful synergies ever in the film industry, it has over 10 full length feature films, with each of these films bringing in an profit of $557 million, which gives them a gross profit of over $5.8 billion when taking into account the amount spent and their earnings. 

Top ten highest grossing Pixar films Worldwide:

Also, to add to this Disney has major theme parks that are used as large scale advertising tools. The parks entice fans to visit the parks in order to see their favourite characters from Disney films, whilst the rides and attractions in the parks promote their films to visitors. The multiple theme parks sell an absurd amount of merchandise, so the park is a massive advertising tool for Disney.

Below I have attached a diagram created by Disney that explains all their synergy strategies:

As we have decided to work in synergy with Lionsgate for our main brief, we decided to look a little deeper into what kind of companies they work in synergy with. Lionsgate is a conglomerate and they often work in synergy with subsidiaries such as Debmar-Mercury, Summit Entertainment, Primal Media and Starz Inc.