Synergy

Synergy

Synergy is the combination of two products in order to make a better profit or viewing. A example of this is a video game and film. They may make a profit of £100 million each, but if they combine together through harry Potter, or Batman, the profit made could be £300 million.

Formula: 1+1=3

Therefore the product value of combined products is more than the value of two separate products.

Different forms of Synergy:

 

Product Placement

This is when companies pay to feature their product in a film, which often leads to a deal in which the film’s protagonist or other characters are featured in their advertising campaigns, or using the product.

Tie -Ins

Promotional Partnerships, where the film or its characters will feature on existing products. This may be in the form of competitions.

Spin-Offs

Products based on the original, the Film. A film may be a spin-off of a television series, or a television series may be created as a spin-off of a film. This is known as media convergence.

Pre-Existing Property

If a film is based on pre-existing material, for example a video game, novel or comic book the pre-existing material is often re-released featuring imagery from the film on its cover, or a special edition is released in synch with the film’s release.

Merchandise

Companies created products specifically for the film, for example toys, calendars, video games. These products not only help market the film, but the audience’s knowledge of the film brings their awareness to the merchandise.