So what is synergy?
Synergy means 'working together' and occurs when two or more things combine to produce a result that would not be possible if they were working independently of one another.
In the film industry, the marketing people aim to create synergy by creating a trailer that works with the poster that works with the website that works with the radio advertisement that works with the TV spot that works with the magazine article that works with the merchandise...and so on.
Synergy helps to establish a brand identity that you, the consumer, immediately recognise. All of these synergistic elements help to raise your awareness of the film and increase the likelihood of you going to see it.
In your evaluation, you need to comment on how effectively you think your main task and ancillary tasks create a brand identity. What is that brand identity and how is it achieved? (e.g. there may be a similarity in images and fonts used for lettering) Do your poster and trailer/short film try to make you aware of any other ways that you might learn more about the film? (e.g. a website) How successful do you think the combination of the poster and trailer is? Would they make you go to see the film? Why? Does your front cover/review use stylistic synergy that is shared with your other products? What content does your review contain that demonstrates synergy with your other products?
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