Jungle Book Question:

Explain how films can be marketed to become global brands. Refer to the Jungle Book films in

your answer.

Global brands are simply brands that are recognized throughout much of the world, hitting a big audience. Disney is known as a global brand, selling movies throughout the world, owning theme parks in many countries, aand over 300 stores. The Jungle Book is a classic disney film that is admired by a variety of age ranges and the remake in 2016 is an example of how the process of conglomerisation operates on a global scale. Both the 1967 and the 2016 film has reached a high sucess due to the well planned marketing plan. The 1967 version used clever marketing techniques like re-releasing in order to pick up new buyers as a new audience comes in. Walt Disney Home Entertainment first released it on VHS in 1991 (and the UK in 1993) and on DVD in 2007.they would re-release with extras or different packaging in order to keep the film going.
Due to the original 1967 The Jungle Book being successful, it was easier to market the 2016 remake. After three years in the making from concept to product, The Jungle Book (2016) was released from April to July 2016 across 70 different national territories. The Jungle Book had a very profitable value chain and was distributed as an output deal. The objective for film marketing is to create ‘visibility’ for an individual film and to engage interest in the audience. Due to the competitive astomsphere of so many films coming out, an interest in a film needs to be built to peak as the film opens at cinemas. This was done through a dark, mysterious trailer, which portrayed a whole new look of The Jungle Book. Little by little, fans were shown new sections of the film to help them know what to expect, while also not giving much away. Using this strategy kept potential viewers interested enough to go to the cinema to watch the film, while ensuring it was still new and exciting when they did.
Another way the 2016 Jungle Book was marketised was through the sucessful use of social media accounts like Facebook, Twitter and Instagram. They even used there advantage technology to make a snapchat filter, attracting different audiences. Disney then went on to use Horizontial intregation to target the film onto the audience of men. They did this through playing the film on ESPN. ESPN is owned by Disney and is mostly watched by men due to being a sports channel. The use of playing Jubngle Book on this channel highlights how Disney can use their global brand to succedded in attract a wide range of age gorups, not just the under-16s or its traditional family audiences.

 

Discuss the advances in technology within the film industry referring to the JB 1967 and 2016 in your answer.   Explain how these advances are useful in attracting a wider audience

The Jungle Book (2016) can be described as a live action/CGI film as it combines live action and animated animals interacting on screen. The animals and landscapes were created on computer by the British digital effects house MPC. The proliferation - the rapid increase- of digital technology in film has been driving film production in recent years. With CGI the digital creation of characters, sets and locations helps create a reality within the film, enabling storytelling and CGI to provide even more fantastical features. According to the director Jon Favreau in an interview, the teaser marketing campaign for The Jungle Book (2016) was crucial to the success of a film designed to bring a classic tale to a new, more tech savvy generation.

In the 1967 version of the film we can see how it may look very outdated compared to the modern

       day film. In the film we see that the setting is very simple, with green leaves and brown trees

       and not much detail. The 1967 version of The Jungle Book was created on transparent ‘cels’. The cels

       were originally fixed onto register pegs and this way various layers of image could be shot at once.

       This process was developed by Disney by using a multiplane camera which photographed a much

       larger number of layers of frames at once to make the process quicker and easier. There are usually 24 frames per second in film

However due to technological advances the 2016 version uses new technology like Blue

screen, Facial mapping, MPC – simulation packages for fur movement, Pre visualisation techniques

and CGI. Not only did these techniques speed up the process of production, it made the

character look real. The animal characters were deliberately created with a realistic look, and not in a

cute and cuddly cartoon-style as with the original animated Jungle Book film. It is important to

recognise that these features were used to create an believable production thus making the film

relevant to older audiences.Neel Sethi, who plays Mowgli, filmed all his scenes against blue screens.

However, small pieces of the set would be created if he had to interact with something, like a log. In

the production of the 2016 version, around 1,000 remote jungle locations in India were photographed

and used as reference in post-production meaning this version took a lot longer to make and produce.

The use of this new technology meant that the film atrracted a wider audience as it made the film not 
look like it was made for kids and is a age diverse film.