media lego movie weak 3

 what SYNERGY is in marketing?

Synergy in marketing is when two marketing initiatives create a response greater than the sum of the combined response the two would have elicited alone. For small businesses, which often lack the funds for an aggressive marketing budget, the key to achieving marketing synergy is in multiple, low-cost initiatives.

how Lego used SYNERGY to promote the movie?

The purpose of this project is to examine how the cross-promotional Lego video game series functions as the site of a complex relationship between a major toy manufacturer and several media conglomerates simultaneously to create this series of licensed texts. The Lego video game series is financially successful outselling traditionally produced licensed video games. The Lego series also receives critical acclaim from both gaming magazine reviews and user reviews. By conducting both an industrial and audience address study, this project displays how texts that begin as promotional products for Hollywood movies and a toy line can grow into their own franchise of releases that stills bolster the original work. This study also examines why Lego was chosen to co-brand with Disney, Warner Bros., and Lucas Films to create these cross-promotional games. The target audiences and industrial strategy behind these games directly affects the difference between these texts and other licensed adaptation video games on the market. This thesis also analyzes the discourses surrounding the Lego video games to discover what these texts offer above and beyond other licensed games that makes them a unique as cross-promotional products.

WHY a film company would want to release a video game to tie in with a film?

the reason behind this technique in marketing is so you can promote your film more and include different 
other target audiences towards your film for example if a child buys a game they are most likely going to tell there parents and friends how much they rate the game so the friends will spred the word to others and the parents would do the same thing. the player also gets dragged into the story line in the specific game which inspires th eplayer to then watch the film.