What is synergy? - promotional packages

Synergy is the interaction or cooperation of two or more organizations, substances, or other agents to produce a combined effect greater than the sum of their separate effects - definition from Google Definitions.

In this post, I will be using the successful film: James Bond Quantum Of Solace as an example of a piece of media which has used synergy in order to create the perfect promotional package. Synergy includes the use of colour, similar type images, common themes etc.
Here is the official poster for James Bond Quantum Of Solace:



Here is an image of a magazine cover featuring James Bond Quantum Of Solace:



Finally, here is a screenshot of the official James Bond Quantum Of Solace trailer:



One aspect which all of the items from the promotional package share, is the similarity in colour scheme between them. They all look very "sandy" due to the golden colours and the slightly washed out effect. All of these items were released before the film, therefore each item gave the audience an insight to what the film might be like. In this case, the colour scheme suggests that a lot of the action will be in a desert or somewhere far out which is not a European country.

Another similarity which is shared between the items is the positioning and the stance of the primary subject. In all, James Bond's body is straight on to the camera, however he is not looking directly into the center. Instead, he is looking at a slight angle at a possible object or thing that the audience cannot see. This makes the audience ask questions about what he is looking at and for what reason. Additionally, this could suggest that he is focused on one particular thing throughout the film and nothing else; a very conventional feature of James Bond films.

Finally, the text used on the magazine cover and on the poster are both very retro and unqiue. Likewise the 'Q' represents "Quantum" which is a key word used in the film; the heavy use of this in a title will make it easy for the audience to remember. This can also be an effective promotional technique as the letter "Q" used in that font will instantly make the viewer/reader think of James Bond. This allows other promotional strategies such teaser trailers to be as brief as possible without actually stating that the film is "James Bond".