THE JUNGLE BOOK 2016 - HOMEWORK TASK
How did Disney successfully use cross-media promotion as part of The Jungle Book’s marketing campaign?
The 2016 version of the Jungle Book licensed other manufactures to produce related products, such as the brand Kenzo designed clothing to mark the films release with featured designs from the original version. Similarly Disney also made links to companies such as Mcdonald's where the Jungle Book related images and toys were displayed on the 'happy meal' boxes. This use of cross-media production by licensing other manufacturers gives Disney a huge scope in, firstly manufactures they can partner with, which then opens the opportunity to reaching a larger audience. Another way in which Disney created a successful marketing campaign through the use of cross-media promotion is through social media, which is very relevant in the 2016 version of the Jungle Book. For example, Disney partnered with Snapchat, where users could use filters which made them look like the re-imagined characters from the 2016 version. Hence this simple method was able to spread and reach an even wider platform as users were sharing the images off their own backs, using a modern day version of word-of-mouth to help market their product.
To what extent were digital marketing techniques vital to The Jungle Book’s box office success?
As briefly stated above, the 2016 version of the Jungle Book used digital marketing techniques which helped to create the box office success. For instance, Disney partnered with Snapchat where users were able to apply filters of the films characters to their own images. Users could then share these images with friends, which then creates an accelerated version of word-of-mouth marketing. The Jungle Book also had its own Instagram, Twitter and Facebook accounts which released teaser trailers and behind-the-scenes photos and videos, all in the months running up to its theatrical release.
The use of digital techniques is especially effective as they reach out to the widest possible audience, as users are able to share and interact with the elements of marketing, becoming free marketing tools for Disney.
List the ways the film was exhibited (shown). How did Disney’s strength as an institution enable the film to be exhibited in all these ways?
How did Disney attempt to broaden the audience for The Jungle Book? Was this successful?
The original 1967 version of the Jungle Book was targeted to the traditional Disney audience of children and family. The re-make of the film used this fact to its advantage as Disney already had a whole generation, of now parents, who have a love for the original and its story line. Hence, many were keen to introduce the film to their children and friends. As well as this, the film itself also targeted a wider audience, such as targeting 'action adventure' fans as well as Disney's traditional family audience. As well as this, the Jungle Book also reached out to a wider male audience, as the use of technology and visual-effects is stereotypical to attracting a male audience. Furthermore, 50% of audiences were over the age of 25, showing that Disney childish audience does no longer apply often to re-made classics. The films audience was also widened by the help of backing by critics, as when films are highly rated by professionals, audiences are more likely to spend the money and purchase tickets or a DVD. By targeting this wider audience it was another factor which influenced the great success of the film.
What is the difference between Copyright and Trademark?
While they both offer intellectual property protection, copyright and trademark protect different assets. Firstly, Copyright is targeted towards literacy and artistic work, such as books and films. (C) Though a Trademark protects items which define a brand or company, such as a logo. (TM)
What was Favreau’s approach to the remake?
Favreau noted which of the images from the original 1968 version he could remember, as if these were memorable to him they were also likely to be memorable to the target audience. He wanted the focus on these images as they 'cut through the years', helping to ensure the re-make gives credit to its original influence. When re-producing classics such as the Jungle Book, Favreau wanted to ensure he helped to create a lasting legacy and a part homage, rather than creating a product which will sit in the shadows of its original.
How did new digital technology impact on the production process?
The 2016 version of the Jungle Book used some live-action technology, but the largest part of what is seen on screen was produced using CGI. Favreau also included a part homage to its original inspiration as the opening shot fades from hand-drawn to CGI, which was used to remind audiences of the Disney classics, such as Bambi. As well as this all the landscapes, animals etc were created on computers by the British digital effects house MPC.
Explain how CGI works. Focus on blue screen and motion capture.
CGI stands for 'computer generated imagery' and involves five processes:
Were there any similarities between the 1967 and 2016 versions of the film in term of the production process?
The 2016 version of the Jungle Book's opening shot used cel animation to part homage the original classic, before merging into CGI. Memorable scenes were included from the 1967 version, such as when Mowgli rides on Baloo down the river. The later version also included some songs from the original soundtrack, 'bear necessities' and 'i wanna be like you'; though this was due to the competition which became between Disney and Warner Brothers who were also producing a Jungle Book re-make. Finally, on the 2016 production there were some individuals who were also involved on the 1967 versions production, hence they were able to add input which wouldn't be available without their inside knowledge. Similarly, the re-make also used Disney's huge archives to source inspiration, such as deleted scenes from the original.
The 2016 version of the Jungle Book licensed other manufactures to produce related products, such as the brand Kenzo designed clothing to mark the films release with featured designs from the original version. Similarly Disney also made links to companies such as Mcdonald's where the Jungle Book related images and toys were displayed on the 'happy meal' boxes. This use of cross-media production by licensing other manufacturers gives Disney a huge scope in, firstly manufactures they can partner with, which then opens the opportunity to reaching a larger audience. Another way in which Disney created a successful marketing campaign through the use of cross-media promotion is through social media, which is very relevant in the 2016 version of the Jungle Book. For example, Disney partnered with Snapchat, where users could use filters which made them look like the re-imagined characters from the 2016 version. Hence this simple method was able to spread and reach an even wider platform as users were sharing the images off their own backs, using a modern day version of word-of-mouth to help market their product.
To what extent were digital marketing techniques vital to The Jungle Book’s box office success?
As briefly stated above, the 2016 version of the Jungle Book used digital marketing techniques which helped to create the box office success. For instance, Disney partnered with Snapchat where users were able to apply filters of the films characters to their own images. Users could then share these images with friends, which then creates an accelerated version of word-of-mouth marketing. The Jungle Book also had its own Instagram, Twitter and Facebook accounts which released teaser trailers and behind-the-scenes photos and videos, all in the months running up to its theatrical release.
The use of digital techniques is especially effective as they reach out to the widest possible audience, as users are able to share and interact with the elements of marketing, becoming free marketing tools for Disney.
List the ways the film was exhibited (shown). How did Disney’s strength as an institution enable the film to be exhibited in all these ways?
Disney's strength as an institution enabled the film to be exhibited in multiple ways, listed below:
- theatrical release (2D, 3D & IMAX)
- DVD
- Blu Ray
- digital downloads via iTunes, Disney Movies Anywhere, Disney Life, Amazon Video, Movies Anywhere, Google Play etc.
How did Disney attempt to broaden the audience for The Jungle Book? Was this successful?
The original 1967 version of the Jungle Book was targeted to the traditional Disney audience of children and family. The re-make of the film used this fact to its advantage as Disney already had a whole generation, of now parents, who have a love for the original and its story line. Hence, many were keen to introduce the film to their children and friends. As well as this, the film itself also targeted a wider audience, such as targeting 'action adventure' fans as well as Disney's traditional family audience. As well as this, the Jungle Book also reached out to a wider male audience, as the use of technology and visual-effects is stereotypical to attracting a male audience. Furthermore, 50% of audiences were over the age of 25, showing that Disney childish audience does no longer apply often to re-made classics. The films audience was also widened by the help of backing by critics, as when films are highly rated by professionals, audiences are more likely to spend the money and purchase tickets or a DVD. By targeting this wider audience it was another factor which influenced the great success of the film.
What is the difference between Copyright and Trademark?
While they both offer intellectual property protection, copyright and trademark protect different assets. Firstly, Copyright is targeted towards literacy and artistic work, such as books and films. (C) Though a Trademark protects items which define a brand or company, such as a logo. (TM)
What was Favreau’s approach to the remake?
Favreau noted which of the images from the original 1968 version he could remember, as if these were memorable to him they were also likely to be memorable to the target audience. He wanted the focus on these images as they 'cut through the years', helping to ensure the re-make gives credit to its original influence. When re-producing classics such as the Jungle Book, Favreau wanted to ensure he helped to create a lasting legacy and a part homage, rather than creating a product which will sit in the shadows of its original.
How did new digital technology impact on the production process?
The 2016 version of the Jungle Book used some live-action technology, but the largest part of what is seen on screen was produced using CGI. Favreau also included a part homage to its original inspiration as the opening shot fades from hand-drawn to CGI, which was used to remind audiences of the Disney classics, such as Bambi. As well as this all the landscapes, animals etc were created on computers by the British digital effects house MPC.
Explain how CGI works. Focus on blue screen and motion capture.
CGI stands for 'computer generated imagery' and involves five processes:
- script
- story boarding
- layout (3D story board)
- animation
- final revision
Blue screen allows a character to be placed in any environment, for instance news readers don't need to actually be on location due to the use of blue screen. Motion capture is the method used to digitally record character movements, which allows characters in films to be realistic copies of real life humans or animals.
Were there any similarities between the 1967 and 2016 versions of the film in term of the production process?
The 2016 version of the Jungle Book's opening shot used cel animation to part homage the original classic, before merging into CGI. Memorable scenes were included from the 1967 version, such as when Mowgli rides on Baloo down the river. The later version also included some songs from the original soundtrack, 'bear necessities' and 'i wanna be like you'; though this was due to the competition which became between Disney and Warner Brothers who were also producing a Jungle Book re-make. Finally, on the 2016 production there were some individuals who were also involved on the 1967 versions production, hence they were able to add input which wouldn't be available without their inside knowledge. Similarly, the re-make also used Disney's huge archives to source inspiration, such as deleted scenes from the original.
1. Try to refer to the ways that BOTH films employed cross media marketing. Were there any differences for example?
ReplyDelete2. If it asks 'to what extent' make sure you answer it.
3. Some aspects of Disney were vertically integrated; they simply outsourced the CGI aspects to other companies but they still owned marketing and distribution.
4. Good, although try to be more specific with your examples.
5. Good but this has been copy+pasted, ensure that you understand the difference.
6. Good but he wanted it to be more true to the novel and; therefore, darker.
7. Good but be careful when you say 'hand-drawn'. Rewatch the clip!
8. Stick to The Jungle Book for your examples avoid 'newsreaders'.
9. Good; what about voice actors?