Vertical integration
This is when the production company has ownership of the means of production, distribution and exhibition of the film by the same company, because of this they receive all the profits.
Horizontal integration
This is where a production company expands into other areas of one industry. this means that the company can develop in a particular area of production or they can buy out another company that deals with these areas.
Independent films are usually horizontally integrated whereas mainstream films are usually vertically integrated.
Synergy
Synergy is when films use products to promote and advertise there film, for example, the film skyfall used synergy when they teamed up with Heineken to advertised both the brand and the film.
Cross Convergence
This is when two different mediums join together to promote one another
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