Synergy and Symbiosis

Synergy - Synergy is when two or more parts of the same company/organisation work together to produce advantageous outcomes by creating connections between directly related areas of entertainment. For instance media institutions exploit various platforms to sell various products relating to one product such as a video game or film etc. In marketing, an example of this could be when Disney released High School Musical but went on to release a film soundtrack on CD, DVD physical copy of the film and a game was also released based on the film (all promoted by Disney). Another example of this in the game industry is the release of Skyrim which was followed by a collectors edition CD named: The Elder Scrolls V: Skyrim Original Soundtrack

Symbiosis - Symbiosis is when various different companies work together to promote a range of related products. This process happens to gain many profits through different strategies from one product. Again another example in the film industry would be that the release of High School Musical would enable a lot spin offs that other companies could get involved with, such as McDonalds using their Happy Meals to promote the film with small characters/cheap merchendise. Also products such as small toys/models, easter eggs and bed cover can also be sold to further promote the film. The distributor will agree to licensing deals for these companies to make and sell this merchendise with a percentage of the profits going back to the distributor. An example of this in the game industry An example of this is the plush toys of the Angry Birds franchise, that have been created externally from Rovio, but Rovio still take a portion of the profits, however a license is required for this to happen.