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Audio / Moving Image / Publishing / Interactive Products (last assessment 2023) GapFill
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Spider-Man: Into the Spider-Verse © Sony Pictures Releasing, 2018
There are certain cases in which at least two media sectors work together to create a single (or range). In the study of media, this process is known as . The combined effect is considered to be greater than the lone effect of each sector working independently. This often occurs when one company controls all stages of production and for a single product.
Let us use the production and release of 2018’s Spider-Man: Into the Spider-Verse as an example of this process in action:
- The film was co-produced by Sony Pictures Animation along with a number of additional production companies
- The film was released by Sony Pictures Releasing
- The record label, Sony Classical Records, also released an official soundtrack in association with the film
- Following its cinema release, the film was released on DVD, Blu-ray and Download by Sony Pictures Home Entertainment
The four companies mentioned above are all of Sony, making Sony a media (an owner of multiple smaller businesses.) Sony-owned companies also produce and release mobile phones and television sets – If you were to watch Spider-Man: Into the Spider-Verse on one of these you would be watching a Sony-produced film on a Sony-produced . As a corporation that operates over multiple sectors and industries, Sony could be described as a .
There are a number of advantages to this process. When multiple companies are working towards a shared goal, greater awareness of their products can be generated, on both a national and a scale – This, in turn, can secure the products a wider audience and maximise . The process of cross-media teamwork enables companies to utilise each other’s skill sets, making for a smoother production process and a higher quality of work. It also allows certain companies to increase their presence within the cultural landscape, i.e. it increases brand awareness and makes it easier for to recognise the company.
It is also good to be aware of potential disadvantages. For example, it is possible for different companies to disagree creatively resulting in a product that lacks a clear identity, e.g. many directors are unsatisfied with the way in which their films are through trailers and posters.