Jungle Book Essay - Marketing/Circulation

Essay on Marketing/Circulation

Disney is an important diverse business that has significant impact on the industry and audience as they deliver varying content that appeals to a wide audience, this is because Disney is a conglomerate and has lots of different themed films on offer to appeal to different types of audiences for example Star Wars appeals to a more male and older age group compared to Cinderella and other Disney princess films that appeal to young children and families. Furthermore, Disney is also a conglomerate franchise that offers products and services that vary for example films, theme park holidays etc.

Jon Favreau marked the jungle book, first of all with a trailer on Instagram of only 7 second. Provided first looks at Mowgli and the rest of the characters, as well as the first listen we’ve had at the voices being given to them. It’s mostly structured around Sheer-Kan. telling Mowgli that she knows what he really is and promising to keep him safe. Lots of animated animals fight, run and jump throughout the whole thing, which ends with Baloo whistling a recognizable portion of “The Bear Necessities” from the classic Disney movie.  They also used around 10 different posters all of them having different aspects of the movie such as one large poster with all the characters, which then could be turned into 3 different posters separating the characters. They also have individual posters with the characters being alone and facing the camera. Jungle book was also aimed at a more male oriented audience to beat the stereotype of a Disney film. They did this by showing the action packed trailer at the super bowl to try and capture the male audience. 

Disney and the director Jon Favreau have done a spectacular job of realising their new version of The Jungle Book using the sort of sophisticated digital effects familiar from Life of Pi. He introduced the film at D23 Expo film festival, the annual Disney expo where they reveal all their new and oncoming films set to release this year and the following year. It was introduced with company partnerships as well for example Kenzo and the Hispanic television network, Univision, who discovered that Spanish audiences will often purchase cinema tickets in groups. Therefore, they paired up with Disney to integrate some of the new Jungle Book characters into the regular programming on Univision, such as integrating them into the channel identification screens and into talk shows, etc.

Overall, the 2016 re-make of the film took on a much darker, and realistic art style, and also veering on the side of caution, by deciding to integrate some more scarier scenes, such as using the rather deep-voiced Idris Elba to voice Shere Khan, to create this type of sense.  Because of this, Disney can attract a much older audience to the film.

 Disney circulated professional photographs of actors posing with their onscreen counterparts, largely over social media, in order to create conversation about the upcoming Jungle Book remake. These images also added emphasis on the star-studded cast which Disney were so desperate to promote. This was done in order to create more attention surrounding the popular actors, (such as Scarlett Johanssen and Idris Elba).

The poster from the 1967 film is a lot brighter and more colourful, as their attention was for making the film towards a younger target audience. However, in the 2016 poster, the characters appear much more realistic and have more serious faces also the whole poster is a lot darker and there are more shadows, this makes the film seem more appropriate for an older target audience which is what Jon Favreau wanted to do.

Rudyard Kipling was born in India and he spent six years of his adulthood there. Also, he spent the first six years of life in the Indian subcontinent. Jungle Book is set in India as a part of the context. The original film was releases in 1967.

The Disney vault is a policy in which Disney put some of their best films in a vault

Conclusion

To conclude, marketing has obviously changed. You could argue that with its licensing deals with Kenzo and its focus on aggressively targeting a secondary audience to build profits on the back of a family audience who always turn out for Disney films you could argue that Disney have grown smarter and more precise with their planning, however we must also not forget that there are still lots of similarities between the two eras, for example the use of stars and red carpet premieres to promote a film remains in place as does the creation of character posters and trailers as the fundamental basics of  Disney marketing so to me what is  forgotten is that Disney as a conglomerate have always been a master at marketing, it is why they are the number one entertainment conglomerate in the world and  yes some of the practices have changed but the whole reason why there was new version of The Jungle Book in the first place was because of the success of the first film, a success driven by an effective marketing campaign.

Jungle Book Essay - Production

Essay on Jungle Book production

Disney is a conglomerate it engages in a multi-industry with two and more companies, with a business interest that centres on mass media and entertainment. It combines media activities in three different sectors. It also cooperates on joint ventures and may invest in each other’s companies through cross ownership.

Overall, Disney have access to and almost complete control over a wide range of media outlets which work in different areas of the media, allowing them to gain a maximum level of reach. Some prime examples of this include their acquisition of Lucas film, which essentially gave them complete control over one of the largest film franchises in the world, which is Star Wars. Doing this also allows them to carry out horizontal integration, allowing different areas of these companies to produce one small part of the whole production process, such as showing advertising during commercial breaks on the ESPN network, or by releasing a complete soundtrack on their record label.

Oligopoly is a market structure in which a small number of firms has the large majority of market share. An oligopoly is similar to a monopoly, except that rather than one firm, two or more firms dominate the market. There is no precise upper limit to the number of firms in an oligopoly, but the number must be low enough that the actions of one firm significantly impact and influence the others.

They sue different streaming services such as Disney channel and now they are trying to by HULU which is the third largest streaming service in the world, just after Netflix and Amazon prime. Hulu have 30% of the stocks in Netflix so if Disney to carry on with they’re horizontal integration and take over Hulu then they will slowly but surely take over all streaming services this is like a snowball effect.

Disney’s reputation of filmmaking is commonly perceived as aimed towards a feminine audience usually mothers and daughters, with the Disney princesses and the magic of Disney. This however has tried to be changed by Disney as they’re now trying to aim there films at a more generalised audience, such as targeting an older male audience by creating darker stories or advertising at the Super Bowl. Films such as Pirates of the Caribbean stereo typically appeal to a male audience. Disney’s reputation overall has never fallen and has mainly catered to all demographics always making a profit on every film they have made. With the Original Animated Jungle book film. The animation and original film sold it to audiences however the new 2016 film sold it through amazing visuals. As well as amazing visuals Disney is also known for character building and subliminal messages, and allowing the community to create ideas such as the Pixar theory, to generate interest in their products.

Favreau used intertextuality in his live-action remake of the Jungle Book. For instance, there is one scene where Mowgli jumps into a stampede of Wildebeest to escape the blood-thirsty Shere Khan. Following this, he is jumping between the legs of the Wildebeest stampede. This is reminiscent of the Lion King, (1994), where Scar traps Simba in the path of a stampede of Widlebeest. Furthermore, there is a scene at a watering-hole, which is also an arguably new idea like the previous one. The way the rocks are structured is similar to that of Pride Rock in the Lion King. This could be subliminal advertising for Disney’s upcoming live-action remake for the Lion King, 1994 or a Disney Easter-egg.

They filmed the jungle and Mowgli by using a blue screen and simulacra. They got Mowgli to hold props which helped resemble the characters he was interacting with. The blue screen also had 3D parts to represent the landscape.

-         MPC have helped Jungle Book a lot, allowing the film to be honoured in being nominated for the movie with the “Best Visual Effects”. This would help highlight the high rating of the film, further creating a bigger audience.

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-         Simul-Cam is used for blending real-time shoots with CGI characters and environments. This would have been used in the Jungle Book where the cast would have been standing in front of a green screen, but then later shown in front of the real-life setting.

The process of storyboarding was done by preparing the songs, animations and sets that would be made for the film.

They used the jungle book which was scrapped for being too dark and not child friendly as a basis on how to make the film and they just redid that film but with a more positive and child friendly vibe.

To conclude, the production process of both Jungle book films places technology and the experience of the audience at the heart of development. This commitment has not changed in the 80 years since the release of Snow White and by examining the production processes of both Jungle Book movies you can tell that the focus on technological change is just as important now as it ever was.

Jungle Book Essay - Distribution

Essay on Distribution

Disney is well known for making a range of different films with a wide range in audience. Disney is a conglomerate as it consists of different groups of things for example Star Wars, who has a more male dominate audience, or Sleeping Beauty who appeals to the younger female audience. Disney is a dominate company in the film industry, having many of their films in the top 10 grossing list. Most people’s favourite films have either been created by Disney or owned by Disney.

Distribution is increasingly important as technology continually advances so media companies must keep up and distribute and market their media products in a way that will appeal to the audience and new generations. Disney has effectively done this by selling licenses to increasingly popular services such as Netflix or sky which is a household service and therefore an easy way for Disney to distribute and target a mass audience that is also diverse. Distribution is changing the modern world as Disney have adapted to taking advantage of promoting and distributing through new services such as Netflix and sky showing how media is always changing and evolving.

McDonalds have sponsored The Walt Disney. McDonalds tried to help Disney to attract more the younger audience and families. One thing which McDonalds have been doing for over 30 years now is giving out toys to everyone who bought a happy meal. This use of synergy allows McDonalds and the film to go further in their business because those who eat at McDonalds and get one of these toys will want to watch the movie and those who have seen the movie will want the toy so they go to by McDonalds and get this with a happy meal. Walmart had separate stands for all the Disney movies and had all the merchandise surrounding them. This allowed Disney to widen their demographic as older generations were seeing it and buying it for their grandchildren etc.

The same service that is the exclusive home for new Star Wars television shows. And then that same company will offer fans the opportunity to actually visit the lands they’re watching through Disney’s theme parks, and then read about them in books and comics put out by Disney publishers. It’s a holistic ecosystem of entertainment, all under one corporate umbrella, with each division pushing audiences to engage with every other division. Without outside deals or restrictions, it is all just Disney.

The Disney vault is the way Disney contain their film releases and distribute their films. Disney keep all of their animated films in their ‘vault’ , stopping the release of any of the films in production. In big holidays, Disney re release films from the vault to get their demographic interested to buy all of their films again. This tactic is useful as it interests all the demographics, and re interests the old audiences. Furthermore, the Vault system will enhance Disney’s secondary profit streams on films which might become twenty to thirty years old or even older, as once these films are released out of their vault for a while, they are presented as enhanced ‘special’ editions.

Disney has been re-releasing classic films such as Sleeping Beauty, Snow White and the Seven Dwarves, and Bambi in the form of DVDs. These DVDs have been labelled ‘Platinum’ or ‘Diamond’ editions and has been done on a seven-year cycle. This creates a constant and consistent income for the brand and allows their brand to be distributed further.

The 2016 remake opened to the Box Office on April 15, 2016, and took in around $300 million.

3D versions are very good because people might have already seen the normal version but the 3D version might make people want to go and see it again and then they will get more profit.

Conclusion

To conclude it is important to stress the importance of distribution to a conglomerate like Disney. Without effective distribution patterns films could easily underachieve profit wise for example but it must be remembered that distribution cannot be seen in isolation because it can quite easily be linked to the principle of synergy, as one business theorist states ‘industries rely on repetition through use of stars, genres, franchises, repeatable narratives and so on to sell formats to audiences, then industries try to impose scarcity to keep demand high.’ This is very true of Disney who with the original Jungle Book 1967 found himself with limited avenues of distribution – namely TV  and film, thus to keep The Jungle Book characters fresh in the minds of audiences the company created other programmes and ancillary products from 1967  to the early 2000’s to keep alive the idea of the characters so that in the future there could be a potential remake or reboot of the original film, these other programmes included Talespin, a cartoon starring many of the characters from the original film and Jungle Cubs – another cartoon which explored Baloo, Shere Khan and other characters’ lives as children, the aim of these products were to not only to keep audiences entertained but to keep the Jungle Book franchise fresh and active although more importantly , a means by which one media product can promote another media product by the same company, a term called synergy `and one which will only improve with the creation of Disney’s new streaming service in 2019.

Film - Jungle Book Fact File

THE JUNGLE BOOK (1967 and 2016) student workbook:

ADVERTISING AND MARKETING: Media Language, Media Representation and Social and Cultural context: Disney

How media portray events, issues, individuals and social groups. How the media through advertising and marketing, codes and conventions and techniques communicate meanings.

Reflecting and constructing social and cultural issues and beliefs. Messages and values. 

What ways can you market a film? Think of 10 ways of marketing a film to an audience and upload some visual examples… 

#1 Do Something Remarkable – The Publicity Stunt

#2 Pre-Roll Video Advertising

#3 Be Smart With Press Events

#4 Let your viewers experience the story

#5 Video Marketing

#6 Create a visually compelling & functional sub-site

#7 Make your Facebook Page Interactive

#8 Use social competitions & quizzes

#9 Using Celebrity & Brand Partnerships

#10 Using Memes & Other Forms of UGC

What does Film Marketing involve?

> Marketing involves all of the deals done to get the films shown and promoted. 

• Give examples of above the line Above The Line

> Above the line (ATL) advertising is where mass media is used to promote brands and reach out to the target consumers.

These include conventional media as we know it, television and radio advertising, print as well as internet.

This is communication that is targeted to a wider spread of audience, and is not specific to individual consumers. ATL advertising tries to reach out to the mass as consumer audience.

•         Give examples of ‘below the line’

> Below the line (BTL)  advertising is more one to one, and involves the distribution of pamphlets, handbills, stickers, promotions, brochures placed at point of sale, on the roads through banners and placards.

> It could also involve product demos and samplings at busy places like malls and market places or residential complexes.

> For certain markets, like rural markets where the reach of mass media like print or television is limited, BTL marketing with direct consumer outreach programmes do make the most sense. 

Marketing – The Jungle Book 1967

•  Give several examples of how the Jungle Book was marketed in 1967

> Disney thought the first version of the script was too dark for family audiences, that the audience wouldn’t be able to identify with the boy, Mowgli, and that the villain, the tiger Shere Khan, would be a cliché; so Disney himself took control and changed the production team. 

> Theatrical run: The Jungle Book was released in October 1967, just 10 months after Walt's death. Some copies were in a double feature with Charlie, the Lonesome Cougar.  Produced on a budget of $4 million, the film was a massive success, finishing 1967 as the fourth highest-grossing movie of the year. The Jungle Book was re-released theatrically in North America three times, 1978, 1984, and 1990, and also in Europe throughout the 1980s. The total gross is $141 million in the United States and $205 million worldwide. The North American total, after adjustments for inflation, is estimated to be the 29th highest-grossing film of all time in the United States. An estimated $108 million alone came from Germany making it the third highest-grossing film of all time there only behind Avatar ($137 million) and Titanic ($125 million). However, it is Germany's highest-grossing film of all time in terms of admissions with 27.3 million tickets sold, nearly 10 million more than Titanic's 18.8 million tickets sold.

> Walt Disney Home Entertainment released it on VHS in 1991 (and the UK in 1993) and on DVD in 2007. It was re-released several times on DVD and on BluRay – with extras or different packaging in order to pick up new buyers (e.g. the Limited Edition DVD released by Buena Vista Home Entertainment in 1999 or the Diamond line combination of Blu Ray and DVD in 2014). Occasionally Disney films are ‘vaulted’ meaning they are not available for purchase, which pushes up the demand – the Diamond edition of JB disappeared to the vault in January 2017, for example. However, the classic edition of the DVD and merchandise relating to JB are still available in Disney Stores and on the Disney website, which is marking the 50th anniversary. The original vinyl soundtrack for JB was also the first record to achieve gold status in the USA from an animated feature film. JB has also been released by Disney as digital downloads via iTunes, Disney Movies Anywhere, Disney Life, Amazon Video, Movies Anywhere, Google Play etc.

> Disney produced a live-action version in 1994 and an animated sequel, The Jungle Book 2, in 2003, which Disney had intended to release direct to video (under Michael Eisner a number of straight to video sequels were produced, which in turn promoted the original films).

MARKETING – THE JUNGLE BOOK 2016

All the animals and landscapes etc were created on computers, mostly by the British digital effects house MPC

•         Give several examples of how the Jungle Book was marketed in 2016

> Disney made several smart marketing choices during the lead-in to the release of The Jungle Book that helped build hype and buzz for the movie. They combined typical marketing approaches, special opportunities available only to Disney, and a few unique techniques and messaging particular to this film

•         Mention any special promos, stunts, law of the jungle, theme parks, sand sculptures etc

 > Toss Red Meat to the Base: In August, Mr. Favreau bounded onto a 7,800-seat arena at a Disney fan convention in Anaheim, Calif and showed sneak-peek footage from his film. He hobnobbed with three “Jungle Book” stars on stage, including Neel Sethi, who plays the man-cub Mowgli. Thousands of movie posters were handed out. This was the first marketing stunt for “The Jungle Book,” which cost roughly $175 million to make. By going to happy, peppy Disneyphiles first, Disney ensured that the movie’s initial blast on social media would be a positive one.

•           Theme Park Armies, Activate

> Various corners of the Disney empire pitched in to promote “The Jungle Book.” A New Year’s Day stunt on the Disney Channel, for instance, was used to portray the film as one of the year’s first blockbuster offerings for families and children.

> But the synergistic heavy lifting was done by Disney theme parks. During the jam-packed spring break weeks, park theaters in Florida and California offered sneak-peek footage of the movie, with Mr. Favreau providing introductions.

Marketing

• How did they attract the male demographic?

> Generally speaking, women and girls see Disney’s magic castle logo on a trailer and are pulled closer. The opposite can be true with guys. So Disney aggressively and repeatedly pitched “The Jungle Book” to male audiences.

> Commercials on ESPN portrayed the movie as coming not from the studio that made “Cinderella” but “from the studio that brought you ‘Pirates of the Caribbean.’” An extended 3-D trailer for “The Jungle Book” was attached to “Star Wars: The Force Awakens,” which had an audience that was 58 percent male.

> And Disney rolled out an action-oriented trailer during the Super Bowl.

• How did the aim at the Hispanic market?

> Studio marketers have learned that Hispanic moviegoers tend to buy tickets in particularly large groups; if you hook one family member, you can get an exponential result. To achieve that goal, Disney teamed with Univision for a five-week stunt that brought “Jungle Book” characters and clips to telenovelas, talk shows and sports coverage. Disney even built a tool to allow Univision personalities to appear in scenes.

More Marketing Strategies:

>Bloggers

>How did they keep the film from looking too childish

> Social media was also used with a large Facebook, Instagram and Twitter campaign along with You Tube and viral marketing campaigns

A fan blog:

A twitter fan page:

MERCHANDISE

ADVERTISING AND CROSS PROMOTION:

> More TV spots would setup the story of how the animals in the jungle are either trying to help or hunt Mowgli, with those who care for him trying to return him to the human world. It’s good but the focus here is still very much on the spectacle of the visuals.

> Disney has released a new The Jungle Book TV spot. It seems at this point they’re not really trying to sell the plot, which is good because The Jungle Book isn’t so much a plot-driven narrative as one that’s driven by Mowgli’s relationship with the various jungle creatures he encounters.

> Cross promotion – marketing activities carried out in cooperation by two different companies using the popularity of their brand names to promote one another’s – is today a major profit source for Disney’. 5 Disney also licensed the characters for use by other companies, such as Virgin who developed a Jungle Book video game for Sega, Gameboy and PC in the early 1990s.

Advertising and Cross Promotion:

• Kenzo: They use cross promotion to appeal to a wider audience, they do this through using a glamorous woman, who then freaks out dancing to a fat boy slim song which appeals to a wider more diverse audience.

• ´Airbnb: Airbnb co branded its advertising with the airline Qantas to promote its holidays to the audience on an emotional level as they spread the message that flying with Qantas and staying with air bnb feels like home.

• ´Online ads can attract more customers through cross promotion as two brands are advertised at the same time so loyal customers of one brand may then become a user of another brands product or service as a result of this as the cross promotion highlights similarities between the two brands and could then mean that the product or service are components to each other. 

• ´Stars used to make adults pay attention. In advertising famous people are commonly featured to advertise products as a method to grab the audiences attention especially adults as they familiarise with the advert and become engaged and listen to what their idol or someone who influences them has to say from a point of interest.

The Poster Campaign

The whole poster campaign is really meant to sell the lush visuals of the movie in addition to the all-star cast that voices the various animal characters. So there’s a very nice visual consistency across the whole campaign. New technologies such as Photo-shop and graphic programs have enabled Disney to produce these eye-catching posters

Intertextuality

The Lion King was one of Disney’s most popular films and there are scenes reminiscent of it in The Jungle Book. For example: 

Definition of Intertextuality refers to the process of creating references to any kind of media text via another media text. In other words Intertextuality essentially means for a type of media (film,television,music etc) to pay homage to another media text.

Trailer

The UK Teaser Trailer (duration 1 minute 49 seconds):

MAKING OF THE JUNGLE BOOK

Film

Top 10 films of 2017:

1. STAR WARS: EPISODE 8 ($1. 7 billion) – Disney

2. FAST AND FURIOUS 8 ($1.3 billion) – Universal Studios

3. TRANSFORMERS: THE LAST KNIGHT ($1.2 billion) - Paramount Pictures

4. DESPICABLE ME 3 ($1 billion) – Universal Studios

5. BEAUTY AND THE BEAST ($950 million) - Disney

6. SPIDER-MAN: HOMECOMING ($900 million) - Sony

7. JUSTICE LEAGUE ($850 million) – Warner Brothers

8. GUARDIANS OF THE GALAXY VOLUME TWO ($820 million) - Disney







9. WONDER WOMAN ($775 million) – Warner Brothers

10. PIRATES OF THE CARIBBEAN: DEAD MEN TELL NO TALES ($750 million) - Disney

(Based off the list on http://www.irishtimes.com/blogs/screenwriter/2016/12/21/the-highest-grossing-films-of-2017/)