Horizontal Integration in terms of film is the process of conglomerates being able to sell the same product and variations of it through ownership of different media outlets. The ultimate goal of this is to create synergy, which is the interaction of multiple elements to produce a greater effect than the individual components & companies. This together creates a film franchise.
A great example of a film franchise is Harry Potter. With 8 films, a theme park and thousands of different merchandise these films and the franchise name of Harry Potter is sold again and again to the audience. As a fan of Harry Potter I am even willing to pay up to £40 for a wooden stick from the studios just because it is labelled as 'Ronald Weasley's Wand'. Wands being a fairly obvious item of merchandise there are more extremes. Gryffindor shoes, golden snitch necklaces, glassware, mouse pads and even framed film cels. Through the use of horizontal integration companies are enabled to shove anything with a Harry Potter label on it into the audiences face, and with the audience willing to pay high amounts of money for the sculptures, replicas and even the blankets.
Over time there was then 'The Wizarding World Of Harry Potter' developed and opened in 2010. This is in Florida Orlando and is a massive part of a theme park. It drew in 11.2 million people in that year alone which is a few millions up of the year before and it also meant that visitors were willing to pay even more for the pricey tickets and all of the Harry Potter souvenirs and merchandise. As well as the theme park in the US, the studio tour also appeared in the UK, London, selling all of the same merchandise at the same insane prices. Within the Warner Bro's leavesden it near doubled the parks revenue within the first year. Main attractions being the actual full scale main sets and scenery.
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