It’s a term that has been widely used and long predicted in the digital media, online and television worlds – Convergence. The bringing together of broadcast driven television with a broadband enabled ‘rich media’ internet experience. Media is broadcasted in many different ways for example, most successful films have released a game version of the film. This attracts a larger audience to the film, due to the fact that there is a movie and a game which means there is a varied range of consumers.
Convergence is changing the nature of audiences by creating different ways for the audience to access the films. Films can now be viewed online by streaming from the internet, they are also available for download, we can also rent movies and watch them on box office. This allows the film companies to reach a wider audience as there are so many more ways to view films nowadays. In the third weekend of the new year, 14-16 January the box office took in £139,667,174. Whereas the weekend, 11-13 March the box office took in £130,500,992. This tells us that more people are not going to the cinema to watch films as much any more, because there are a variety of ways to access films now.
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