The Jungle Book(2016): Homework Task
1) How did Disney successfully use cross-media promotion as part of The Jungle Book's marketing campaign?
Disney worked with other companies to create products to promote Jungle Book, for example, they teamed up with Kenzo to create clothing that's shows off a Jungle theme, one of the shirts also shows Mowgli with the tiger in one of them, this would mean anyone wearing the Jungle Book clothing would be walking advertisement for them as people would see how popular it is for working with such a well known fashion brand.
2) To what extent were digital marketing techniques vital to The Jungle Book's box office success?
Disney used social media to promote Jungle Book 2016, it did this as posts on social media sites such as Facebook can spread so quickly, they are be liked, shared and commented on which means anyone friends with someone who liked the post would be able to see it too. Social media also allows Disney to attract a younger audience as the minority of people who use social media are teenagers. Other social media sights that Disney used are; Twitter, and Snapchat which they put a Snapchat filter out for so people could be 'Kaa' the snake, this allowed people to be apart of the movie and feel like they are involved.
3) 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? (think about financial backing, use of 3D, marketing strength and vertical integration)
Due to the popularity of the original Jungle Book there was already a big audience wanting to see the remake this is why it was shown in so many different ways;
4) How did Disney attempt to broaden the audience for The Jungle Book? Was this successful?
As Jungle Book 1967 was such a huge hit reaching the highest grossing film in Germany, a lot of adults would be attracted to the 2016 version to get a sense of nostalgia especially as they used two of the favourite songs from the 1967 version being; 'The Bare Necessities' and 'I Wan'na Be Like You', clearly this worked as 49% of the audience was over 25 showing that for Disney film due to the popularity of the first one it attracted an older audience than usual.
5) What is the difference between Copyright and Trademark?
Trademark= a symbol, word(s) legally registered or established by use as representing a company or product
Copyright= legal right given to the originator for a fixed number of years to print, publish, film or record literary, artistic or musical material
So when you trademark something it protects a logo or slogan from being copied and used by another company, where as copyrighting covers bigger things such as songs or a movie rather.
6) What was Favreau's approach to the remake?
Favreau focused on the books more with the 2016 version, this meant this movie was much darker therefore it attracted an older audience, also due to the better graphics and the use of CGI some younger views might find it too realistic especially when the animals are fighting. He took the key parts of the 1967 version to give the film a nostalgic feel. He also tried to link the animals in the film to other animals in other Disney films such as 101 Dalmatians as he used the puppies for the baby wolves.
7) How did new digital technology impact on the production process (principally the use of CGI and previous?)
To keep the film relevant and up-to-date with other films it had to be good realistic graphics, this is why such a huge part of the movie was made with CGI. Compared to the 1967 version which was mainly made from Cel animation and xerography.
8) Explain how CGI works (re-watch video clips). Focus on blue screen and motion capture
CGI (computer generated imagery) includes 5 processes; script, story boarding, layout, animation and the final checks. There is a blue screen in the back to allow any the character to be placed in any other setting, for example, Mowgli was able to be put in a jungle environment even though he was actually standing and running around in a blue room. Motion capture allows the persons movements to be recorded so they can easily be placed into the other environment and when he interacts with the animals it looks real.
9) Were there any similarities between the 1967 and 2016 version of the film in term of the production process?
Due to how popular the songs where in the first version two of the most popular songs, 'Bare Necessities' and 'I wanna be like you' were used in the 2016 version, this adds to the sense of nostalgia, they also used these songs as the Warner Brothers were also making a Jungle Book so they needed to make it better and one way they could is by using the songs that were copyrighted as they had access to them.
Disney worked with other companies to create products to promote Jungle Book, for example, they teamed up with Kenzo to create clothing that's shows off a Jungle theme, one of the shirts also shows Mowgli with the tiger in one of them, this would mean anyone wearing the Jungle Book clothing would be walking advertisement for them as people would see how popular it is for working with such a well known fashion brand.
2) To what extent were digital marketing techniques vital to The Jungle Book's box office success?
Disney used social media to promote Jungle Book 2016, it did this as posts on social media sites such as Facebook can spread so quickly, they are be liked, shared and commented on which means anyone friends with someone who liked the post would be able to see it too. Social media also allows Disney to attract a younger audience as the minority of people who use social media are teenagers. Other social media sights that Disney used are; Twitter, and Snapchat which they put a Snapchat filter out for so people could be 'Kaa' the snake, this allowed people to be apart of the movie and feel like they are involved.
3) 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? (think about financial backing, use of 3D, marketing strength and vertical integration)
Due to the popularity of the original Jungle Book there was already a big audience wanting to see the remake this is why it was shown in so many different ways;
- Cinema, including 3D and IMax
- DVD (Blu-Ray)
- digitally downloaded, for example, iTunes etc
4) How did Disney attempt to broaden the audience for The Jungle Book? Was this successful?
As Jungle Book 1967 was such a huge hit reaching the highest grossing film in Germany, a lot of adults would be attracted to the 2016 version to get a sense of nostalgia especially as they used two of the favourite songs from the 1967 version being; 'The Bare Necessities' and 'I Wan'na Be Like You', clearly this worked as 49% of the audience was over 25 showing that for Disney film due to the popularity of the first one it attracted an older audience than usual.
5) What is the difference between Copyright and Trademark?
Trademark= a symbol, word(s) legally registered or established by use as representing a company or product
Copyright= legal right given to the originator for a fixed number of years to print, publish, film or record literary, artistic or musical material
So when you trademark something it protects a logo or slogan from being copied and used by another company, where as copyrighting covers bigger things such as songs or a movie rather.
6) What was Favreau's approach to the remake?
Favreau focused on the books more with the 2016 version, this meant this movie was much darker therefore it attracted an older audience, also due to the better graphics and the use of CGI some younger views might find it too realistic especially when the animals are fighting. He took the key parts of the 1967 version to give the film a nostalgic feel. He also tried to link the animals in the film to other animals in other Disney films such as 101 Dalmatians as he used the puppies for the baby wolves.
7) How did new digital technology impact on the production process (principally the use of CGI and previous?)
To keep the film relevant and up-to-date with other films it had to be good realistic graphics, this is why such a huge part of the movie was made with CGI. Compared to the 1967 version which was mainly made from Cel animation and xerography.
8) Explain how CGI works (re-watch video clips). Focus on blue screen and motion capture
CGI (computer generated imagery) includes 5 processes; script, story boarding, layout, animation and the final checks. There is a blue screen in the back to allow any the character to be placed in any other setting, for example, Mowgli was able to be put in a jungle environment even though he was actually standing and running around in a blue room. Motion capture allows the persons movements to be recorded so they can easily be placed into the other environment and when he interacts with the animals it looks real.
9) Were there any similarities between the 1967 and 2016 version of the film in term of the production process?
Due to how popular the songs where in the first version two of the most popular songs, 'Bare Necessities' and 'I wanna be like you' were used in the 2016 version, this adds to the sense of nostalgia, they also used these songs as the Warner Brothers were also making a Jungle Book so they needed to make it better and one way they could is by using the songs that were copyrighted as they had access to them.
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