Marketing is the the action or business of promoting and selling products or services, including market research and advertising. On average around £30 - £40 million is spent on the marketing of a film. Film studios are businesses so they are motivated by profits. In order to ensure profitable returns most major studio films are supported by large marketing campaigns.
Cross media convergence is when two or more different companies come together to release media content for a film. This includes releasing different content for a film across different platforms. Examples of cross media convergence that Thor 2 has used would be through X-Factor, Comics, Lego's, Playstation. Apple store applications, Podcasts, Soundtracks and Other Marvel films such as Avengers, Iron Man etc..
Synergy is when two or more companies work successfully together, with each company each contributing, so they all make bigger profits. An example of synergy used in Thor 2 was through the cohesive marketing campaign of "Blue Shades", Thunder etc.
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