In recent years, I keep hearing the word “synergy” from companies in the Entertainment and Media Sector. Disney, Comcast (NBC-Universal), Paramount, and even Netflix have steadily been increasing their corporate synergy machines; mashing/mixing their different businesses in order to appear as one connected unit in the public eye.

The greatest example of this to me is The Walt Disney Company, as they have recently added 20th Century Fox, Hulu, and Searchlight Pictures along with Disney Plus to their mega business. Because of the acquisition, Disney finally had total hold of The Simpsons and last November (for Disney Plus’ second anniversary)  the series released a special named “The Simpsons in Plusaversary” on Disney Plus, which practically was a mix of all of the intellectual property on the streaming service shoved into a 30 minute Simpsons episode. It was funny I suppose, but also directly cited in the episode that its purpose was to better push corporate synergy. I find it funny that the writers and those in charge of this lower-level special were able to directly make fun of their corporate managers who are pushing for this kind of content.

This type of synergy goes way beyond media as well and into the various theme parks and cruise ships that Disney operates. Disney’s hit Frozen opened in theaters in late 2013 and less than 3 years later a ride based on the film opened at Disney’s EPCOT in Walt Disney World. Disney just premiered its newest film, Encanto, at the end of last year and there are already rumors of a new attraction based on the soon-to-be franchise in Disneyland Park. Disney Cruise Line unveiled their newest ship over this past summer that features a Marvel-themed restaurant with a film starring Ms. Marvel, a marvel character whose show premiered on Disney Plus literally less than a month before the new ship set sail. These connections, this “synergy” is happening more quickly to try to immerse guests in the stories they see on the screen. It is sort of crazy how much trust and finances go toward projects based on intellectual properties that have no true evidence of longevity.

This type of corporate synergy is not exclusive to Disney though, with Comcast-owned NBC-Universal focusing more and more on synergy of their multiple brands. This past summer, Universal Pictures’ Minions: The Rise of Gru premiered as the first film in the infamous Despicable Me franchise in over 5 years. To celebrate and promote the film, NBC’s morning show, Today, showed drawings done by Universal artists of the anchors portrayed as minions. This helped advertise the film and connect the two brands that are not always seen as one.

Comcast is also pushing synergy in their Universal theme parks. NBC’s popular late night host Jimmy Fallon received his own ride in 2017 named “Race Through New York Starring Jimmy Fallon”. This attraction is screen based, riding along with Fallon as he goes through his show stage, Rockefeller plaza, the Statue of Liberty, and other NYC icons. They have done similar attractions with the recent revitalization of the Jurassic Park franchise and kid-favorite The Secret Life of Pets. Entertainment and Media companies are striving right now to push their products to as far means as possible, but this could actually end of hurting the consumer’s perception of the company.

Of course, this corporate synergy is nothing more than marketing in the name of the bottom line. But, when this marketing/advertisement for a certain product is encased within another, it puts a bad taste in the mouth of the consumer. When going to theme parks or watching media, there is an expectation, at least generally, to have new and original content that is more than just advertisement with little substance. While I do think that this gives these big conglomerates more money in the short term, there is a cap on how much the consumer will take. There can be too much of a “good thing” and in this case I think synergy has hit that mark.

References

• https://deadline.com/2021/11/the-simpsons-in-plusaversary-new-animated-short-to-premiere-on-disney-plus-day-1234866340/
• https://disneycruise.disney.go.com/why-cruise-disney/wish/
• https://wdwnt.com/2022/06/entrance-tree-to-tarzans-treehouse-fully-removed-for-retheme-at-disneyland/
• https://www.today.com/video/see-the-today-anchors-minionized-143160389514
• https://disneyparks.disney.go.com/blog/2016/04/frozen-ever-after-attraction-set-to-open-at-epcot-in-june/