How important is technological convergance for institutions and audiences?

Technical convergance is the 'coming together' of media. This is where technologies such as the internet, video, sounds, and data can all be combined into one. This is highly benefical and replied upon by institutions as a way of interacting with their audiences, and making sure that their films are successful.

The internet is replied upon heavily to ensure that an institution can distribute a film. One way in which it does this is through social networking sites. Around 1.2 billion people use Facebook alone and there are ever growing numbers on other sites such as Twitter. Many films are promoted using these sites (Facebook, Twitter) by creating things such as pages or news feeds which enable the public to access them. Over the years access to the internet has become easier due to the increase in technology such as mobiles and tablets. This means that more people can access these facebook pages and Tweets, thus are able to find out more about the film and talk about it more (word of mouth). Before the use of the internet, the main way to advertise a film was through a poster or a t.v trailer. These can be expensive, so by using social networking sites, distribution costs could be decreased as these sites are free to use.  This shows that the internet definatly plays a key part for institutions. Audiences also benefit from using the internet as they can find out more about a film quickly and easily.  Star Trek and The Hunger Games both generated facebook pages in which fans could find out information about the film before its release and see sneek previews. This gains attention to the film and entices people to go and see it.

Websites can be created for individual films or film companies. This is benefical for both institutions and audiences. One reason for this being is the wide use websites offer. Videos, images, information and things such as games and all be uploaded or created via the use of websites. These can all be used to entice people to go to the website and find out more about the film.  It is a major form of distribution and is used due to being easily accessible to audiences via a range of technologies. They can also be advertised on other websites and through other media. For example Star Trek's website could be found on Sky Sports' website via clicking on a link. This means that the website can gain large publicty and therefore the film could also gain publicity.  Sites such as YouTube are also helpful in the distribution of film. This is due to being able to upload things such as teaser traliers and official traliers. YouTube videos are easy to send to other people via a range of media and therefore videos could be highly publicised due to the audience sharing it with others. 

Apps are also another way in which institutions can distribute their films. These can be downloaded via a variety of websites and links through mobiles and tablets. This is a method currently being used by the newest Star Trek film 'Into Darkness'. The app states "get the app and see the movie first!". This is a good way of grabbing the audiences attention and make them download the app, which then in turn should persuade them further to see the film. These apps can be free to download which would also entice people to download them.