Cross Promotion is the process of the combination of two different aspects of media in one promo. For example, in the video, Adele was singing to further increase the quality of the New James Bond movie, Skyfall. The effect of this was to instantly capture the attention of all the viewers. This was a clever move as Adele is a huge star in modern times, so it even reaches out to those who aren't a fan of James Bond, which gives more people even more of an excuse to watch it. An advantage of a Cross Promotion is the fact that both sides get an equal amount of attention, and reap the same benefits. In the end, income is thoroughly increased because of popularity and attention. For example, the song itself will increase the likelihood in album buys, and the movie, due to the approach being taken to another level, will have more people come and watch the movie. Such a popular, smash-hit song will draw attention to the movie. Such a much anticipated movie will draw more attentio...