Vertical integration is where many companies are part of a large corporation.
There are, of course, positive and negative points to vertical integration. The positive lies with the corporations themselves, who can run cost- efficient businesses by contracting additional work to other subsidaries, such as showing their films at their cinemas. The negative points are still to do with free enterprise - small film production companies argue that they are being 'choked' in the marketplace, as there aren't major outlets to show or distribute their products. Horizontal Integration is now coming into the industry, with marketing being a very significant factor in deciding whether a film is a success or failure. Through promotion, a film may lead a very different life to its promotions, constructing a myth in the mind.