Essay on Marketing/Circulation
Disney is a huge conglomerate who own an immense number of well-known companies such as Pixar and LucasFilm. They are the second largest media conglomerate after Comcast. They are best known for their film studio, which is one of the largest and best-known studios in American cinema.
Favreau introduced the film by putting out teaser trailers eg at Super Bowl and released stills from the film to give an insight of the film. In order to appeal to a variety of audiences through the trailer, they chose to write from ‘the producers of Pirates of the Caribbean’ instead of the producers of Cinderella from example. This was more likely to attract male audiences. A Jon Favreau also deliberately wanted the animals to seem realistic so it would seem more suitable for older people.
Disney in 1967 and 2016 released different trailers, with 1967 trailer was a lot less quality and was nowhere near as good as the new one, this is because technology has become better and the budget Disney had to create the trailer was much bigger. The new jungle book trailer has marketed the film in a darker and more sinister way. Disney has made the film have more suspense by making the film not appear light hearted and a sing along film like it did in 1967. The 1967 trailer is more upbeat making it appeal more to a younger audience. The 2016 trailer is not only appealing to children but an older audience who watched the original jungle book. Due to this, the story is being portrayed in a more intense film.
The famous jazz singers were shown to be in the film in 1967 as people wanted to watch the film because they are in it such as in 2016 people watched the film for actors such as Bill Murray and Scarlett Johansson.
There are many similarities between the 2016 and 1967 Jungle Book film posters for example Disney re-created some of the posters by featuring one animal on the front of a poster as the feature much like in 1967 in order to focus on main characters and showcase their personalities before the audience would see the film. However there are many differences for example in 1967 the jungke book film was a cartoon and therefore the posters represent light hearted humorous cartoons suitable for their target audience of young children and families compared to the 2016 posters. The 2016 posters feature a human boy who plays the lead with a much darker and sinister feel due to a dark muted colour scheme with a focus on a flame torch appealing to a new more male and adult audience.
Is the term used by Walt Disney for its policy of putting may of its most popular home video releases of Walt Disney on moratorium. Each Disney film is available for purchase for a limited time, after which it is put "in the vault" and not made available in stores for several years until it is once again released. This also means digital copies are not available on Disney Movie when those movies are currently in the Disney Vault.
After the 1967 film was released there was another film that was released called the jungle book 2. This was not a huge success because most people felt that after the first one there wasn’t a need for a sequel to the film which was already a massive hit. But this was in the period after Walt Disney had died so the company had a massive slump and this film was one of the reasons why. In the 2016 jungle book was released as a live action in comparison to the humorous and childish 1967 film. This was because they had widened the demographic to increase sales due the slump that occurred during the 70’s. They aimed to appeal to a wider range of audience and not just kids which revived him and bought more viewers. The VHS and DVD rereleases were created and released due to the hype and excitement of the first jungle book film dying down and the rise of DVD films. Disney wanted to jump on the rise of the DVD with the new release of the jungle book.
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.
Essay on Jungle Book production
Disney’s reputation in filmmaking is very well known which allows Disney to experiment with different film types and not have that much backlash as people will still go and watch the film. Disney has a reputation as a company that has a yearly plan which works and makes them the most reputable kids film company in the world. Disney managed to capture audiences in 1967 and 2016 due to the recreation of old, traditional films for example The Jungle Book. In 2016, Disney made a live action Jungle Book which not only appealed to young children but also to people who watched and loved the original. However, there have been films that haven’t done as well as planned for example, The Sword in the Stone.
During the production process of the 2016 Jungle Book Favreau adopted many techniques used in other Disney films that were similar to the jungle book for example the Lion King, where similar style scenes were used to enhance the creation of the film and create similar themed scenes in a whole new film. Favreau did this due to the popularity and success of the Lion King, however instead used CGI to create realistic looking animals and move away from a cartoonish appearance that appeals to a more limited audience. The animals are seen to be quite realistic because even in the posters that they used to promote the film you can see how good the animals look. Also as seen in the trailer Baloo is one of the best graphically edited characters in the entire film with the character having it look like all of its individual hairs the movement and the speech.
They used the original film and also the book. However, the team were told not to read it in advance as they didn’t want to scupper the creative flow.
Rotoscoping is an animation technique that animators use to trace over motion picture footage, frame by frame, to produce realistic action. In the visual effects industry, rotoscoping is the technique of manually creating a matte for an element on a live-action plate so it may be composited over another background.
Xerography is the way of animating and colouring the original 1967 jungle book. Xerography is the process of coloured powders adhering to parts of a surface remaining electrically charged after being exposed to light from an image. This created the bright and vibrant colours of the jungle book.
The colours were used carefully to captivate the audience to certain parts of a scene, and create contrast. For example, the tiger is the most colourful of the animals yet he is the most hidden, whereas Baloo is the blandest yet captures the attention in a scene through his actions. On top of this, with Kaa’s scenes, the variety of swirling colours in his eyes capture your eyes, as they would for Mowgli.
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.
Essay on Distribution
Essay on Distribution
Disney is an American diversified multinational mass media and entertainment conglomerate. Disney has created and brought many films during its time as a film company. Disney is very popular among a ranges of ages, especially when they recreated old, traditional films for example The Jungle Book and Beauty and the Beast. They are the world’s second largest media conglomerate after Comcast.
Disney have a cross promotional happy meal with McDonalds which brings attention to their films and gives McDonalds a toy to put into their meals, this allows films such as the jungle book to gain exposure from kids having the toys of the film before they even see the film. Disney’s relationship with Walmart allows Disney to make toys that are sold in Walmart which brings revenue to both companies and allows Disney more money to make their film.
Over the next few years, Disney have a plan to form their very own in-house streaming service to carry its own intellectual property. For example, Disney have been removing their films from services such as Netflix so that essentially, they are exclusive to their own media streaming service.
In 1967 Disney relied on services such as radio and TV to promote their film as well as film posters compared to the 2016 film which used a teaser trailers as well as partnership and cross promotion with big brands such as Walmart and McDonalds, allowing them to focus on appealing to their target market as well as a new audience as Disney first promoted the 2016 jungle book on the super bowl in an attempt to appeal to a wider male audience and adults instead of just families and young children. Other ways Disney promoted the 1967 Jungle book film was through re- releases of the film in special editions to make it seem limited edition.
A term used by Walt Disney Studios for its policy of putting many of its most popular home video release of Walt Disney on moratorium. Each Disney film is available for purchase for a limited time, after which it is put "in the vault" and not made available in stores for several years until it is once again released. This also mean digital copies are not available on Disney Movies Anywhere when those movies are currently in the Disney Vault.
The distribution of JB16 was all about making the jungle look realistic while still having that movie feel. So due to the trailers that came out which was about 2 minutes long and the teaser trailer which was about 1.30 minutes long. And the several posters which interpreted lots of things such as who the characters are played by and what they will look like on the big screen.
The jungle book spent $175 million of the film and The film became a huge financial success and a surprise hit. Earning $364 million in the United States and Canada and $602.5 million in other countries for a worldwide total of $966.6 million, against a budget of $175 million. The IMAX and 3D showings of the Jungle book attracted audiences through the gimmick of 3D and IMAX, The advantages of these help attract more audiences. Some of the audience possibly aren’t as interested in the story as much as the 3D IMAX. Similarly, the use of the technologies alongside the CGI meant that a darker version of the film could captivate a larger demographic, while also still appealing to children. The 3D IMAX versions also show how large Disney has become has a company, with the ability to create large blockbusters in these technologies.
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
