The document discusses how two film websites, The Hobbit and The Impossible, use convergence to promote their films. Both websites integrate social media platforms like Facebook, Twitter, and YouTube to distribute content and communicate with audiences. They also allow audiences to purchase soundtracks and tickets, benefiting financially. Interactive features like games and videos sustain audience interest. Overall, the websites use various media platforms to promote, distribute, and financially benefit from the films leading up to their releases.

2. Convergence - in terms of the film industry - is the
merging of film and television so that there is no longer
a distinction between the two. It's already led to the
development of video-on-demand which is delivered by
a variety of different devices. What's more, convergence
is where the media industry is producing and distributing
across several media and merging together two media
forms - such as computer games with increasingly
interactive websites. I will be exploring two websites and
the ways in which they have used convergence to
increase audience awareness and participation in order
to promote and sustain interest in the film and/or its
franchise.

3. The Hobbit website has used convergence in numerous ways to increase the
interest and promote the film. The website is highly interactive and creates an
extended form of entertainment for the audience member. There are features on
the site that aid the creators in sustaining the audience’s interest and attracts
audience’s of all ages.
Essentially, the home page instantly directs the audience to
The Hobbit’s Facebook, Twitter and Youtube websites. This
allows the more frequent film-goers an insight of facts and
statistics. Additionally, these accounts can produce further media (photos, videos
and other related posts) that can attract the audience to the film. An example of
this would be that their Youtube page has a production video which has in excess
of 1,500 views – meaning that people will watch the production video because
they are interested in the film or want to learn more about how it was made.
Similarly, the ‘videos’ page has trailers and behind the scenes footage which
would attract people to watch the film so they can look out for the scenes that
they’ve seen being filmed. The audience member is offered the chance to produce
their ‘own’ trailer which also extends their experience and gets them interested in
the film.

4. The website has a ‘downloads’ page that allows the audience to download media
items – some of which are free and some have an additional cost. The wallpapers,
Facebook banners, icons and posters are all free to download; these are one way
for the distributors to promote the film as they have the recognisable logo and
characters all over them. The ‘soundtrack’ tab has the full soundtrack which is free
to stream a clip of the song or can be brought from
Amazon or iTunes. Fundamentally, this means that
the film is benefiting financially from fans
downloading the soundtrack. This is an example of
how mixed media has been merged together by the
media industry.
However, it’s the ‘special features’ part of the site that demonstrates the highest
level of interactivity. These interactive features are common among many film
websites as they converge two (or more) technologies together to increase
audience awareness and participation in order to promote and sustain interest in
the film and/or its franchise. The audience is able to play games, participate in
quizzes, download wallpapers and recipes. These features extend the audience’s
level of entertainment and therefore sustain their interest in the film/franchise.

5. The Hobbit website has “integrated social media
functionality” so that their communications improve and
information can be distributed. To the left websites such
as Pinterest, Facebook and Twitter can be seen as convergence between media
industries. Pinterest is a new media outlet that lets you organise and share things
that you find on the internet on a virtual pinboard. Pinterest lets you browse other
people’s boards – meaning that if someone shares a photo from The Hobbit gallery
with Pinterest, other people will be able to see it and the film is being promoted
for free. Facebook and Twitter work in a similar way but they also let fans interact
with the PR (public relations) people and learn more about the film. They’re all
similar because they’re social networking sites and which are a platform of sharing
media.
These media platforms would be useful before the film was released because they
have unforgettable content so the future audience members won’t forget about
the film leading up to the opening weekend.
In conclusion, The Hobbit has used convergence by using mixed media platforms
so that the content can be shared, distributed and promoted. Additionally, it has
used sites such as Amazon and iTunes to benefit financially from people
downloading the soundtrack.

6. The Impossible website has also used convergence in multiple ways in order to
increase audience awareness and participation in order to promote and sustain
interest in the film and/or its franchise.
Similar to The Hobbit website, The Impossible
website also directs the audience to the social
networking sites like Twitter, Youtube and Facebook. Essentially, this helps the
communication and also aids the distribution of the film. Much like The Hobbit,
this would have been useful before the film was released because they could
sustain the potential audience’s interest in the film and therefore gain more profit
in the Opening weekend (making it a more successful film). Interestingly, dissimilar
to The Hobbit film, the Youtube page is the film production company’s own as
opposed being solely for the film. Significantly, this means that interest for all of
their films is built and sustained instead of just one film.
Additionally, The Impossible website also provides
places for the audience to purchase tickets from
which saves them arriving at the cinema and being disappointed if the tickets are
sold out. This is an example of how convergence has been used to merge together
online ticket booking websites with interactive websites.

7. There is a section on the website that allows the
audience to download the film’s soundtrack from
Amazon or iTunes. Crucially, this means
the film is benefiting financially from fans downloading the
soundtrack. This is an example of how mixed media
has been merged together by the media industry.
This was also seen on The Hobbit website, but they
have free music clips to stream.
The Video section of the website conveys
convergence because video (TV trailers etc.) are
being merged with the interactivity of the
website. On this particular site, the trailer, the
pivotal scene and three additional videos can
be watched. Fundamentally, these videos
sustain the audience’s attention and interest by evoking emotion using the
narrative. The fact that it’s a true life story will interest many audience members
and allow them to possibly relate to the narrative. The pivotal ‘wave’ scene could
be chosen to grab the audience’s attention as it’s dramatic and the part that
changed everyone’s lives. This could be what makes them go to view the film.

8. Moreover, the ‘share’ link allows the film to be distributed for
free because audience members will post the trailer link on
their chosen social networking platform which in turn makes
other people aware of it and will eventually increase the interest in it. The more
frequent film-goers can also interact with the PR people which creates another
level of entertainment for them as they can find out about facts and statistics
relevant to the film.
Similar to The Hobbit film’s social networking accounts, they have unforgettable
content so the future audience members won’t forget about the film leading up to
the opening weekend.
In conclusion, very similar to The Hobbit website, The Impossible website has used
convergence by using mixed media platforms in order for the content to be
shared, distributed and promoted. Additionally, it has used sites such as Amazon
and iTunes to benefit financially from people downloading the soundtrack.