Disney uses synergy across markets, many relating to the films they release, as the company's feature length films are its cornerstone products. They are marketed before launch through partners, agencies, competitors and subsideries, often promoting the films through advertisments on the television channels that Disney owns.
When the film is launched, the company continues to gain marketing synergies, often by franchising consumer products to other companies, further promoting the product and generating more profit. More popular films are often used in the Disney theme parks as attractions for visitors, where the names and features of the attractions relate to the films content. Disney also advertises all of its products on the internet, where information is available to a worldwide audience, aswell as fans and critics creating their own publications about Disney's products.
Walt Disney pioneered synergistic marketing techniques in the 1930s by granting dozens of firms the right to use his Mickey Mouse character in products and ads, and continued to market Disney media through licensing arrangements. These products can help advertise the film itself and thus help to increase the film's sales.
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