Convergence Media

What is convergence media?

Convergence media is the blending of multiple media forms into one platform so that consumers have choice allowing price transparency. Convergence media also allows mass media productions to present information and entertainment through a variety of different media's. Below, I will be exploring two different websites and ways in which they have used different convergent media's.

The Hobbit website

When looking at 'The Hobbit' website a variety of convergence media has been used. Firstly when looking at the predominant home screen, this instantly allows you to connect to a variety of different media's including; Facebook, Twitter and Youtube. This allows the audience to engage more in an insight of facts and statistics. These, also ensure a medium of advertising, attracting a wider audience to the film. Additionally, these accounts can produce further media, such as photos, videos and games. An example from 'The Hobbit' website would be their trailers and behind the scenes footage. The predominant purpose of this is to  attract people to watch the film that may not have been so interested otherwise. Not only this, but the audience are also given the chance to produce their own trailer in the style of 'The Hobbit' which will extend their experience and get individuals more engaged and interested in the film.

Next, looking at the soundtrack feature of the website. This allows you to experience short clips of each individual song within the full movie.  Though, seen as only small sections are projected, the viewers therefore have an incentive to purchase a full length song or possibly even the entire album. In this situation the audience are given the choice of either purchasing from either Amazon or itunes. By doing this the audience are given price transparency. This allows them to find the cheapest option and purchase the cheapest alternative. Price transparency is positive for the consumers because this witnesses competition and therefore, averaging lower prices. Fundamentally, this also 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. Other areas of 'downloads' include; wallpapers, Facebook banners, icons and posters. These are all free meaning that the distributors are trying to promote the film, giving it a recognisable logo rather than trying to benefit financially.

Not only does this website use convergence media to promote the film, 'The Hobbit' but also there is a section where the audience are able to share. Sharing takes place on social networking websites such as Facebook and Twitter allowing the audience a sense of social awareness of the film. This is good for the media industry because a wider audience will result in higher attendance at the cinema and potentially higher figures in the first three opening days, determining the success of the film from a financial prospective.


The Impossible website

Looking at another website, 'The Impossible', this has also uses convergence media in a number of ways. Instantly, as soon as you enter the website the trailer of the film starts playing. This immediately alerts the viewer of what they will be seeing or potentially missing out on.
Likewise to 'The Hobbit' website, 'The Impossible' website gives the opportunity to direct to social networking sites, seen to be the same as those of 'The Hobbit'. This form of convergence media is used so that the films communication is presented and also helps aid the distribution of the film. Additionally to this, 'The Impossible' website also offers and provides places for the audience to buy tickets, ensuring that no one is disappointed if they are unable to get seats in the cinema. Again,  a variety of possible options have been given allowing customers price transparency when considering ticket prices. This shows an example of how convergence media has been used to merge together online ticket booking schemes with interactive websites.

Likewise to 'The Hobbit' website their is a section on the website giving the audience the possibility to download the film soundtrack from either Amazon or itunes. This means that the film will benefit financially from fans downloading the soundtrack at a price. This was also seen on 'The Hobbit' website although, this allowed you to listen to small chunk of an individual track. The video  component of the website conveys convergence because areas such as trailers are being merged with the interactivity of the website, meaning that the website is directly targeting the audience, allowing them to engage within the website. A choice of five different videos have been given including that of the trailer and the pivotal scene. This enables the audience to participate in the narrative, evoking emotion through an individuals interest. Additionally, the pivotal scene would have been chosen so that the attention of the audience could be captured and then potentially pulling the them into watching the entirety of the film.

Finally, a 'share' link allows the film to be distributed free of charge to varies social media platforms. This will result in the promotion of the film, also increasing audience awareness.  With the sharing aspect, distributors will hope for higher cinema attendances due to the word of the consumer, having hopefully a good reputation shared amongst friends, encouraging individuals to see the film.