Critical Reflection 6

Owing to low budgets, independent institutions cannot fund above-the-line ads, so synergy is not produced and the film loses out on prospective viewers. Owing to a limited promotional campaign and a low budget, it only targets a certain form of audience, missing out on a larger audience. Institutions that are part of a conglomerate have no difficulty defining their target markets. This is because they are vertically and horizontally integrated, allowing them to afford synergistic above-the-line ads.