From Media Technology and Culture Change
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The concept of Synergy dictates that the conglomeration of media production and distribution makes it profitable to develop a single media franchise over many distinct types of media. By fitting similar content to various types of media, synergy creates a trans-media or multi-media experience which may reach a broader range of fans or further entrench existing fans with a more immersive storyworld.

An example of synergy can be found in the trans-media storytelling devices of the Matrix, which include films, games, comics, and animations.