1. Liam Donnelly

2. Vertical Integration
• This is when the production company has the
ownership of the means of production,
distribution and exhibition of the film by the
same company, because of this they receive
all of the profit.

3. Horizontal Integration
• This is where a production company expands
into other areas of one industry. This means
that the company can develop in a particular
area of production or they can buy out
another company that deals with these areas.

4. Synergy
• Synergy is the promotion and sale of a product
within films, examples of this would be
soundtracks, phones and laptops etc.
• There are many advantages to using synergy in
films, it can increase the profit made on the
film, it enhances the companies image and it can
influence public opinion
• However, there are problems with synergy as
well, such as the vast amount of jobs that are lost
because of it, with over 19.5k losing their jobs at
Sony

5. Sony Synergy - Casino Royale
Product Placement:
• Sony mobile phones
• James Bond theme used on Guitar
Hero, which was released on Sony consoles
• Sony laptops
• Sony cameras

6. Sony Synergy - Casino Royale
Institutional Involvement:
• Casino Royale was distributed by MGM and
Columbia pictures which are Sony owned
• DVD distributed, was also released on Blu-Ray
which is a Sony product
• Soundtrack also produced by Sony

7. Casino Royale – Horizontal Integration
• Casino Royale is mostly made by Sony owned
companies such as Columbia pictures,
however other companies were involved in
the production such as MGM, which is based
in America.
• This means that Casino Royale uses horizontal
integration because it expands into other
companies during the making of the film.