When companies join together in order to come up with a product that involves advantages for all parties included, this is known as synergy. Synergy plays a big part in the marketing campaign of a film as several different products are created in order to stand a better chance of gaining the film more publicity and attracting potential viewers. These products can include relatable items to the film that promote and advertise it such as magazine and poster covers, video games and even merchandise.
One of the best examples of synergy being used in a films marketing campaign was with The Dark Knight Rises. A number synergy techniques were used to enhance the film both before and after its release with products such as a video game, posters, magazine covers and a number of trailers being released. Each targeted a different section of the media - video game lovers, film fanatics and magazine readers. These were very effective in gaining the film tons of publicity from different media types which suggests that they were the main reason behind the films success.
The first sign of marketing by the film was when the official website was released over a year before the films actual release date. The site streamed an encrypted audio file in which users could decrypt it by using the hashtag "#TheFireRises" on Twitter. Each time this was done, the creators Warner Bros would remove a pixel from the webpage before the first official image of the villain Bane was revealed. A number of different trailers were released on YouTube which each received millions of views and spread rapidly. Different posters and magazine covers were also released having included either the hero Batman or the villain Bane on the front. This way, viewers could choose which side they were on - good or bad. This also built a lot of hype for the film and got people talking - again gaining a lot of publicity for the film. Synergy had been maintained throughout these products as the tagline "The Legend Ends" was included on each one. This was done so that viewers would remember the phrase in the hope that it would entice them to go and see the film. Another way in which features of the products were similar and synergy had been maintained was with the general layout of the likes of magazine covers, posters and images. They each had a very dark and similar look about them in order to add effect and show that it is of the action genre and can be quite dark/moody at times.
The Arkham City video game was another way in which the film was marketed as this would have gotten people talking about Batman in general and with a new film just around the corner, they are bound to go and see it if they enjoyed playing a game relating to it. Synergy had continued to be maintained throughout the marketing campaign as Warner Bros signed a deal with Formula One team Lotus F1 to have the films logos appear on several cars driven in the British Grand Prix. This would have been watched by millions of people around the world and with the Batman logo being displayed not only on this, but every other product, it would have made people want to go and see the film.
Overall, i believe that synergy in the marketing campaign for the film had been maintained effectively and was certainly the main reason behind the films worldwide success.
One of the best examples of synergy being used in a films marketing campaign was with The Dark Knight Rises. A number synergy techniques were used to enhance the film both before and after its release with products such as a video game, posters, magazine covers and a number of trailers being released. Each targeted a different section of the media - video game lovers, film fanatics and magazine readers. These were very effective in gaining the film tons of publicity from different media types which suggests that they were the main reason behind the films success.
The first sign of marketing by the film was when the official website was released over a year before the films actual release date. The site streamed an encrypted audio file in which users could decrypt it by using the hashtag "#TheFireRises" on Twitter. Each time this was done, the creators Warner Bros would remove a pixel from the webpage before the first official image of the villain Bane was revealed. A number of different trailers were released on YouTube which each received millions of views and spread rapidly. Different posters and magazine covers were also released having included either the hero Batman or the villain Bane on the front. This way, viewers could choose which side they were on - good or bad. This also built a lot of hype for the film and got people talking - again gaining a lot of publicity for the film. Synergy had been maintained throughout these products as the tagline "The Legend Ends" was included on each one. This was done so that viewers would remember the phrase in the hope that it would entice them to go and see the film. Another way in which features of the products were similar and synergy had been maintained was with the general layout of the likes of magazine covers, posters and images. They each had a very dark and similar look about them in order to add effect and show that it is of the action genre and can be quite dark/moody at times.
Overall, i believe that synergy in the marketing campaign for the film had been maintained effectively and was certainly the main reason behind the films worldwide success.
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