How has the film Avatar been converged?

Convergence is when different technologies come together to provide a wider range of uses/services. For example, a mobile phone is no longer used for the sole purpose of communication, they now serve as cameras and MP3 players, also, the vast majority are now able to access the internet. Convergence is also an aesthetic choice made by some filmmakers to create films that have visuals similar to that of video games e.g. 300 and Doom. This can also work in the other direction, with game designers attempting to incorporate features of films in games.

Media industries now produce and distribute across several media, for example, newspapers now have online versions and films now have games based around them. This is called diversification.

In this post I will be looking at features of the Avatar website. The website is converged with diverse products within it. By converging the film, it enhances the possibility of making money from people buying Avatar products but also increases peoples awareness and persuades them to just watch the film again after periods of disinterest. 

This screenshot shows the feature of the website that allows you to download and Avatar Interactive Desktop. This converges the film with computing, allowing film fans (or possibly game fans thanks to the convergence of film and gaming bringing us the Avatar Game) to enjoy this film whilst on their computer. As computers are such are big part of people's lives now, the desktop will be seen frequently, serving as a constant reminder of Avatar, this may provoke advertisement through word of mouth as it will be in people's minds after having been on their computer. This convergence is very useful to make the filmmakers further money as being reminded of the film may persuade the downloader to buy further products relating to Avatar. Also, friends of the owner of the interactive desktop may come across the film for the first time when seeing the desktop and be interested enough to go and buy Avatar products, be it cinema tickets, the game, the DVD etc.

By providing Apps for the iPhone and iPad, as shown in the screenshot, people can access Avatar features whilst on the move as opposed to only when at home on the computer or watching the film. As it is likely to be in use when out in public, it will act as an advert for those not familiar with the film and maybe entice them to buy the DVD or other Avatar related merchandise.

 By creating a game modelled on the film, many of the fans of the film with have further access to it and possibly learn more about it, increasing their interest in it at the time. This awareness and interest triggers the purchasing of other products related to the film. Also, online features available on games nowadays will entice more money expenditure. For example, weapons and maps can be bought. Furthermore, whilst interacting with people on this game, people may find out about other products that are available. Although there are many methods of advertisement used by filmmakers, most simplify down to the most effective form, word of mouth. 

 The Pandorama features allows people to 'Return to Pandora'. This feature involves using a webcam to be shown on screen. You can choose the background you have, from a selection of different Avatar locations and be immersed in the land as opposed to simply watching it. As an amusement, fans of the film, may pass on this feature to their friends if they find it interesting, thus increasing awareness and interest in the film. People made aware of this product may also be persuaded to look for and purchase other products, which can also go through the process of being passed around social circles and igniting peoples interest Avatar again.

Alike to the available Avatar Apps are the mobile games advertised on the website, as shown below. Being in a time when games are so popular, purchasing and playing this game may persuade another purchase of Avatar merchandise, 'Avatar: The Game', on PS3, Xbox and other consoles. This may then lead on to buying the products I mentioned in the section about Avatar: The Game. In addition, as it is a portable feature, if someone were to go travelling and play this game, it would spark interest across various locations as opposed to the area in which the buyer lived.  This may then stem the cycle of purchasing, raising awareness and further purchasing in the area the people travel to.

Finally, this is a screenshot of a toolbar that is visible at frequent points when navigating around the Avatar website. This provides buttons to share whatever the activity it is you are doing with your friends through social networking sites, such as Facebook. This is a very effective way of raising awareness of the film and therefore increasing the chances of the filmmakers making money from people purchasing Avatar related products. Also, it may just persuade people to watch the film if they already have it on DVD.

(Screenshots taken from www.avatar-movie.co.uk)