Synergy

SYNERGY IS:... 

“The combined marketing of products or commodities across different media and other products which are often owned by the same corporation, so that the total effect is greater than the sum of the different parts” – Branston & Stafford (2010)

“Interconnected marketing and distribution of media products across a range of platforms and sectors” – McDougall (2008) 

“Creating a brand… requires an endless parade of brand extensions, continually renewed imagery for marketing, and most of all, fresh new spaces to disseminate the brand’s idea of itself” – Klein (No Logo 2009)

"The interaction of elements that when combined produce a total effect that is greater than the sum of the individual elements" - Dictionary.reference.com

Using these resources please create a post, showing how an independent UK film (A field in England) and a Major Studio US Blockbuster (Such as a Star Wars, or SPECTRE) use SYNERGY to efficiently and effectively market and promote their respective products. 

You should; 

• Have clear examples of synergy
• Be able to explain what synergy is
• Be able to show how your examples use synergy and why,
• Compare how synergy is used differently by Independents and Majors. 

A field in England:

One way in which film4 use synergy is that they decided to do a Ben Wheatley Season in which they broadcasted all of his previous films before the premiere of his new film 'A Film In England'. It is synergy as they are also promoting other films which means they will gain a higher viewing audience. 

Channel 4 also showed the film on film4 when it was released. 

Picturehouse also helped promote A field in England, 

Spectre: 

A way in which a Major Studio US Blockbuster us synergy efficiently and effectively market and promote their respective products is by joining up with other brands.   

 

Range Rover is to appear in the film, as a villain’s car, with the baddies also driving a Jaguar C-X75.

 he will be boozing a lot - quaffing Belvedere Vodka, Bollinger and The Macallan malt whisky. Whether he ends up also drinking a pint of Heineken again as he did in the last film is not yet clear but the lager will feature at some point.

Other brands to appear in Spectre include franchise returnee watchmaker Omega, which even featured by name in a cheesy dialogue exchange in Casino Royale, fashion label Tom Ford, a secondary character will be wearing Burberry, while gadget aficionado Q will be donning a Missoni striped sweater.

Sony has renewed its association with Bond, and 007 can be expected to be using an Xperia mobile to make calls and do smartphone stuff.

 Star Wars: 

A way in which Star Wars used synergy in order to promote and market Star Wars is mainly through companies in which Disney owns. The main premier was aired during American Football and through other companies.