Jill Nelmes, in ‘An Introduction to Film Studies’ defines synergy strategy as:Ĭombined or related action by a group of individuals or corporations towards a common goal, the combined effect of which exceeds the sum of the individual efforts. (Nelmes, 1996: 42) Therefore the product value of intertied products is moreĪs film students, of course you do not have to worry about mathematics, but you do need to understand the importance of synergy for the industry and to be able to identify and discuss examples. both Harry Potter projects, this is synergy because the profit value of each will be more, perhaps £300 million each. However if the video game and film were linked, i.e. If you sell two separate products, for example a video game and a film, they could both do very well, giving you a profit of £200 million each. Whilst this may not make sense to mathematicians, in business it does, when we think of profit value. With so many outlets available for promoting Star Wars: The Force Awakens, the question isn't "Where can I see more Star Wars?" but "Where can I not?" After all, the company owns not only one of the biggest film franchises ever but a major sports network and a major broadcast network, not to mention Pixar, which has made some of the most popular movies. ("This is awesomeeee!" Jesse Palmer shouts.) The company has also released Star Wars clips during evening programming on ABC and ESPN.įor Disney, such cross-promotion-known in corporate-speak as synergy, where two or more divisions of a company increase value by working together-is business as usual. ("I love this trailer!" Joy says.) On Disney-owned ABC, Good Morning America’s anchors revealed new Star Wars toys and dressed up as Star Wars characters with their very own recreated trailer. The entertainment giant launched a Pixar clip where the characters personifying emotions in Inside Out react to the Star Wars trailer. WHEN IT COMES to marketing, Disney has it almost too easy.
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