Convergence

Convergence is when film producers use other types of media such as websites, 

On the hobbit website, convergence has been used to attract potential and previous viewers, with a recognisable aspect/scene of the film. In this instance, it is the scene where Bilbo and Gollum exchange riddles with each other. 

Another example of convergence of this film, is the hyperlink that leads you to either a game, a recipe section, or a 'make-your-own-poster' section.

This type of convergence allows people who are interested The Hobbit to get more involved in the film and will attract more attention to the film.

Another example of convergence is the ability to share the content of a film website such as The Hobbit on social networking sites. This action is a form of 'word-of-mouth' but more virtual and online so is easier to access and more viewed on sites such as Facebook and twitter.