A mass market defines the audience as a whole rather than focusing on individual needs. This is also known as an undifferentiated market, the product/service is intended to sell to as many customers as possible.
An independent cinema offers a more unique experience for film lovers. Whilst mainstream cinema chains like Cineworld, Odeon and Vue opt to play big-budget films on multiple screen at a time, independent cinemas show a mixture of big-budget and independent films on a smaller number of screens. [below is a map of independent cinemas in the Uk]
OnScreen is an independent film and magazine website. They provide free-of-charge copies to independent cinemas around the Uk. The magazine also has a website and can be excessed through pdf. The magazine is produced bimonthly.
There are different sections on the OnScreen website that appeal to a mass market audience. For example, as you scroll down the page a series of hyperlinks follow allowing viewers to instantly find out needed information such as 'news' and 'features'. The website also offers other sections like what is 'in cinemas now' and what will be 'coming soon', this allows viewers to find out additional information free-of-charge.
The latest edition of OnScreen magazine (May/June2023) shows audiences the 'ultimate guide to cinema' using a main image of Indiana Jones from the new 'Dirl of Destiny'. This would appeal to a mass market as the audience would recognise the cover from the iconic sequel of films.
Cross-media convergence is where different types of media such as print, digital, traditional or broadcast are merged together to advertise a product, service or message. This creates synergy, which reinforces the message being conveyed by the media.
Onscreen actively uses cross-media convergence to promote films. For example, both the website and magazine feature the same images. They also use the same headline and feature articles, as well as a digital copy of the magazine being accessible on the Onsreen website.
The feature articles of both magazine and website contain the same information. ->
