What does "cross-promotional marketing" refer to in the entertainment industry?

Cross-promotional marketing in the entertainment industry refers to the strategy of collaborating with other brands or entities to promote products or services that complement each other. This collaboration allows each brand to leverage the other's audience, resources, and reputation, ultimately broadening the reach and effectiveness of their marketing efforts.

By working together, brands can create a synergistic effect, where the combined promotional efforts lead to greater visibility and engagement than they could achieve independently. This approach is particularly effective in the entertainment industry, where various stakeholders, such as films, video games, merchandise, and live events, can all benefit from shared marketing initiatives that appeal to overlapping audiences. For instance, a film may partner with a toy company to cross-promote its merchandise during the movie's release—a strategy that benefits both parties.

In contrast, marketing without collaboration, focusing solely on solo brand campaigns, or limiting strategies to social media do not embody the essence of cross-promotional marketing, which hinges on the partnership and collaboration between different brands to enhance their promotional impact.