How is media convergence important for audiences and institutions?

Media convergence is used by film companies to help to market, distribute and exhibit the film, it also now being used to promote and publicize the film to make the audience aware of it.

The Inbetweeners movie was marketed through various media platforms, one of them being trailers, these were used to generate hype and create an enigma that would entice the target audience. Film posters were also made and put up on billboards and bus stops; this was because they built up the films popularity by integrating them into the audiences’ lifestyles. The movie was also marketed all around the UK using various other media platforms such as at the cinema, in magazines, on television, on the radio etc. This was used in order to promote the film and attract its target audience so that it could be a success in cross media platforms. The DVD and Blu ray copies of the film also included special features, a making of documentary, footage from the films’ London premier, various deleted scenes, cast commentaries and a blooper reel. The blu ray disc also had an extended cut of the film; also ASDA released the DVD with special video diaries from the cast. All of these features on the disc mean that the fans will want to buy them as they are interested in the special features, as they can learn more about the film.

Another way in which fans were able to keep up to date with what was happening in production of the movie, Channel4 created a Facebook and twitter account, so that the fans could keep up to date on news. The account was used so that they could entice the fans by updating them on what was happening and also posting pictures to show the fans what they were doing. This was a good strategy used as the fans checked their accounts regularly and it meant that they wouldn’t forget about the film, as they would keep getting reminders from what they were posting.

The use of the internet and YouTube is another way in which the audience can find out about the film, for example now film trailers and interviews with the cast are all on YouTube. This makes it easily accessible for the audience, so they can see the trailer and decide whether to go and see the film or not. Other people that are interested in the making and cast can have a look at interviews, as they can then see what it was like to be in the movie. So YouTube can play a massive part in the marketing and distribution of the film, as it can advertise it to a wide audience. On YouTube you can find all kinds of trailers, clips and interviews on Attack the Block, Kick Ass and The Inbetweeners movie, all of these can be seen by the audience and therefore act as a marketing method.

A soundtrack was also released for The Inbetweeners movie, this again attracted people, this was because they bought the soundtrack and then thought about the movie and wanted to go and see it. Also if people liked the soundtrack they might have thought that they would like the film, so went to watch it. So the soundtrack is also part of the advertising campaign as it can be used to attract an audience for the film. They also used tie ins to market the film as well, they did a tie in with Golden wonder noodles, to publicise the film further, this was used as more people would see the advertisements around and want to go and see the film. They also released t-shirts that were used in the film, again used for marketing and the distribution of the film.

Synergy was also used by the Inbetweeners movie in the form of a year book, the main cast wrote things in the book as the characters they played; this gave the fans an idea of what life would be like as one of the characters. Again this would add to the publicity of the film, and it also works as a marketing technique.

I think that media convergence is really important for film companies, as I have shown above without it; it would be hard for them to get the film out there and attract the audience to come and watch the film. Now with media convergence the audience can find out about the film easier than ever before as it is so easy to find out information and the films marketing strategies mean that it is almost impossible to miss. So I think that media convergence is benefiting as it is easier for audiences to find out about the film.