- Convergence – the coming together of digital initiatives to form a single platform for media technologies, for example the television to use digital shopping services, the phone to use the internet, listen to the radio and watch TV.
- Synergy – the institutional practice which creates multiple and secondary forms of marketing of a single sourced product to many audiences, formed as a campaign. For example, the use of a film which can be promoted through licensing, promotional tie-ins and other media. An example of media synergy is a Disney film which is easily promoted through fast-food deals, the use of a soundtrack and the sale of toys.
- Cross-Media Ownership – the ability of media institutions to own different media to diversify their interests and provide multiple profit points; fot example, Disney owns four TV channels, the ABC television network, a record label, a chain store, an internet business (Disney.com) and for film Production and Distribution: Walt Disney Pictures (includes Walt Disney Feature Animation and DisneyToon Studios), Touchstone Pictures, Miramax Films, Pixar Animation Studios, Hollywood Pictures, Buena Vista International, Buena Vista Home Entertainment, Buena Vista Home Entertainment International, Disney Theatrical Group, A&E IndieFilms (37.5% equity)… This makes the media institution very powerful.
Smaller companies have to be creative in order to secure the best deals. For example, Bedlam secured one of the film's stars, Geoffrey Rush, after taking the unorthodox step of posting the movie script through his home letterbox in Melbourne, Australia. Rush's management wrote the filmmakers a furious email for their impertinence. Despite this, Rush accepted the role of Lionel Logue, the King's speech therapist.
Bedlam Productions formed an alliance with See Saw Films, who had a first-look deal* with Momentum Pictures (also known as Alliance Films UK), an Alliance Films company, one of the leading independent motion picture distributors in the UKand Ireland which releases approximately 20 theatrical films a year. International Sales were handled by The Weinstein Company and Film Nation.
UK exhibitors (Vue, Cineworld and Odeon cinemas) threatened to boycott Time Burton’s ‘Alice In Wonderland’s’ release because of Disney's proposal to release the DVD within 90 days of its cinema release. Usually, there is at least a four-month window between a film's arrival in cinemas and its debut on home video. UK release was particularly vital for Disney because the movie has such strong British roots. Burton, who lives in London, shot Alice In Wonderland largely in Devon and Cornwall. Apart from Johnny Depp as the Mad Hatter and Australian newcomer Mia Wasikowska as Alice, the film features a largely British supporting cast, including Helena Bonham Carter, Matt Lucas, Stephen Fry, Michael Sheen, Alan Rickman, Christopher Lee and Barbara Windsor.
Disney felt that narrowing the release window was vital in the battle against home video piracy. It argued that most people see movies within two months of their theatrical release, but there is then another two-month gap before they can buy the film on DVD, which is exploited by pirates. However, distributors were concerned that they would lose business if the release window was allowed to narrow further, and were also angry because they had recently spent millions of pounds upgrading thousands of screens to show 3D movies.
Bob Chapek, president of distribution for Walt Disney Studios, said, "We feel that it's important for us to maintain a healthy business on the exhibition side and a healthy business on the home video side," he added. "We think this is in the best interest of theatre owners, because a healthy movie business is good for them and allows us to invest in high quality, innovative content."
They eventually came to a compromise: Disney reportedly agreed to break the four-month theatrical window for only three films (including ‘Alice’) over the next two years. The film took £10.56m in the UK the first three days; overall£42million).