Synergy

What is synergy?

Synergy is 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

Harry Potter and the Philosopher's Stone

• 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.
• Adverts for the film were shown on HBO and the Warner Bros, both American TV channels which are subsidiaries of Time Warner.
• The soundtrack was released on Atlantic Records, part of Warner Music.
• Articles about the film appeared in newspapers and magazines owned by Time Warner.
• AOL’s internet service was offering merchandise, and ticket promotions tied to subscriptions for AOL’s services.

Why does synergy benefit both companies?

As we (ghosthouse productions) are the production company we don't know about distribution lionsgate will help distribute our film and make sure it becomes well known and also we split the money we make with the distributors so both companies benefit