Convergence TaskBy Catherine May

Anchorman 2 –

The legend of Ron

Burgundy

The Anchorman 2 website has used convergence to increase audience awareness in many ways. The target audience for this comedy is 15+ and therefore on their website have utilised that their potential audience are a generation that are strong users of social networking sites in order to create awareness for the film. This is indicated in the top right corner of the home screen, by direct links to the film’s official pages on the most popular social networking sites; Facebook, Twitter and YouTube. This allows viewers or potential viewers to follow their posts, links and videos on the film which will be consistently up to date, keeping them aware of promotional efforts and film information. “Friends” of the followers of the official Anchorman 2 website will also be able to see posts and retweets that are made, and therefore this will promote the film to all audiences and create a word of mouth advertising technique, as if people see interesting information posted on social networking sites they are likely to tell their friends and family. This will promote the film dramatically as it is one of the best forms of advertisement in the industry, as friends put faith in friends to recommend a film they will enjoy and be interested in, not producers.

Convergence is also used by incorporating online games into the official website of Anchorman 2 in order to increase audience participation in order to promote the film, and to sustain audience interest in it. All the games are specifically related to the humour of both sequels of the Anchorman films, and therefore the games aid memory and promote future potential of the humour of the iconic Anchorman films, so as the audience participate and endure in these online games they have a memorable and fun experience whilst doing so. This results in audience members who have seen the film sustaining the hype and interest in its release, and allows them to remember and relive particularly humorous parts within it. This will also keep the audience’s interest and encourage them to follow the film through to the DVD release. For potential audience members who have not yet seen either the second film or neither of the films, this ability to participate within the games will allow them to feel engaged in the film’s plot and familiar with its characters. This involvement of potential audience members could influence them to go and see the film, therefore the online games act as an extremely good promotional method for the film. If individuals partake in a fun game, they are likely to tell friends and family members who may have a go on the game to and be influenced by the film in a similar way.

Downloadable files such as moving images with quotes on them are placed on the official Anchorman 2 website as a method of convergence in order to increase audience awareness and participation. Due to the excessive use of internet sites and messengers such as MSN, Instagram, Facebook, Twitter and What’sApp these downloadable pictures could be posted by fan members of the film on the sites and blogs, or sent as a picture to their friends. This will allow customers that have already seen the film them to sustain interest in Anchorman 2 and its franchise, as they can relive and quote memorable humorous quotes and moments in the film, and share these memories with other people who have seen it. This means that talk of the film will be continuously experienced and people can connect through the humour of the film, also maintaining interest in the franchise.For individuals who have not seen the film but see posts of these downloadable images on social networking sites, it could increase their awareness of the film and some of the humour it contains. Posts of these images and comments from people that have seen the film could influence those who haven’t to go and watch the film, and partake in the hype about it. This therefore increases interest and includes the audience in the film and its franchise successfully. In the corner of each image there is also “#Anchorman2” in order to try and create a trend for the movie on social networking sites such as twitter and Facebook. This means that people will see it everywhere all over sites or posts, and therefore can become connected and engaged in the movie and what it has to offer. This will also enable individuals to see and understand people’s views and opinions on it, furthermore creating awareness and audience participation in the film.

On the Anchorman 2 official website, there is also an option to read a brief story outline of the plot of the film. This creates audience

awareness, as it enables people who have seen the trailer and have little understanding about its plot to discover what the film is about. This could be the final factor that persuades potential viewers to go and watch the film, as this increase of awareness of the film and its

characteristics will promote the film, and the audience are more likely to be motivated to buy tickets for the film.

The website has also used convergence to increase audience awareness and participation by placing videos, trailers and an

interactive trailer on the site. This encourages people not just to watch the trailer but to partake in the action, forcing the experience

to be more memorable and for the audience to become more engaged in the action being presented. This prevents audiences from

missing out any information and feeling more motivated and encouraged to pay attention to the trailer and all it includes. This

could result in an increase of awareness of the film, as more individuals will have a higher understanding of the film’s plot.

The Hobbit:The

desolation of Smaug

The Hobbit website has used convergence to increase audience awareness in many ways. Due to the inevitable increase in use of technology and dramatic rise in the number of users and variations of social networking sites, The Hobbit have put links to six variations of official pages on different social networking sites. This is indicated in the bottom left corner of the homepage, on a black background to stand out and attract the audience to these well known icons of their favourite social networking sites. This allows viewers or potential viewers to follow their posts, links and videos on the film which will be consistently up to date, keeping them aware of promotional efforts and film information. “Friends” of the followers of the official Hobbit website will also be able to see posts and retweets that are made, and therefore this will promote the film to all audiences and create a word of mouth advertising technique, as if people see interesting information posted on social networking sites they are likely to tell their friends and family. This will create and maintain interest in the film dramatically as it is one of the best forms of advertisement in the industry, as friends put faith in friends to recommend a film they will enjoy and be interested in, not producers.

The Hobbit official website uses convergence by placing direct links to the official soundtrack which is presented in a downloadable, purchasable and mp3 playable form on the website. This allows audience participation to be achieved, as after enduring the film the audience can relive moments of the film and associate soundtracks with these specific moments, allowing them to become a part in the film itself.Having the soundtrack ready and available in this form on the official website will also allow the audience to maintain interest in the film and its franchise, as once the music is transferred onto phones and iPod’s it is something they will never forget or become unaware of.

Convergence is also used by incorporating online games into the official website of The Hobbit in order to increase audience participation in order to promote the film, and also to sustain audience interest. The games included on the website such as the Barrel escape game allows the audience to partake in memorable and relatable experiences endured with the film, and therefore fans and potential viewers will feel more involved and related to the action packed within the film. The game is also fun and therefore a memorable and iconic way for especially younger audience members to remember the film by and maintain interest in it.For potential audience members who have not yet seen either the second film or neither of the films, this ability to participate within the games will allow them to feel engaged in the film’s plot and familiar with its characters. This involvement of potential audience members could influence them to go and see the film, therefore the online games act as an extremely good promotional method for the film. If individuals partake in a fun game, they are likely to tell friends and family members who may have a go on the game to and be influenced by the film in a similar way.

The Official Hobbit website has also used convergence by having the option to find tickets on the official website in order to see it in the nearest cinema to you. When the viewer of the website clicks on the “Get Tickets” link, the website uses GPS to find your location and then furthermore find the nearest VUE cinema to you in which one could find out times of 2D and 3D times of screenings and book seats there and then. This allows the audience not only to gain information on the films plot, but actual information about when and where they can preview it. On the website it also has the option to re-watch the trailer before you finally book the tickets, or to send a reminder to your computer or phone to buy tickets at a later date.

The Hobbit official website has also used convergence in increase the amount of audience interest and participation by incorporating the use of webcams to make “yourself and elf”. This is extremely effective, as potential audiences will gain excitement and humour out of this experience and will feel included in the entire production. This could influence individuals to go and see the film, as they have partaken in some of the action it contains and will feel like they have lived the experience. It is also memorable and will allow the film to be promoted if individuals post pictures of themselves as an elf from the movie, increasing the awareness and interest of it’s name.