Visual media productions are rarely composed of purely motion pictures. They are generally a combination of motion pictures and sounds. Sound plays an integral part in visual productions and gives them life. To create an impressive visual media production, there must be subjective congruence between motion picture and sound. We have performed a series of empirical studies of audio-visual interaction in visual media. Our rating experiments showed that musical impressions directly affected the impressions of　actual visual materials. Music influences the affective meaning of visual media productions. We have also examined subjective congruence between moving picture and sound. The　synchronization of auditory and visual accents of audio-visual　stimuli created subjective congruence between moving picture and sound. The similarity between auditory and visual impressions evoked from audio-visual stimuli also created subjective　congruence. Furthermore, the relationship between the transformation of visual images and the pitch pattern of sound contributed to rising subjective congruence. Subjective　congruence of motion picture and sound contributed to integrating auditory and visual information and to improving visual media productions.