JUNGLE BOOK QUESTIONS

1. How did Disney successfully use cross-media promotion as part of The Jungle Book’s marketing campaign?

The Jungle Books’s marketing campaign used cross media promotion through the use of social media. The use of facebook, instagram and twitter accounts allowed for a larger audience to be educated on the films existence and get the audience involved. They had a snapchat filter available to all snapchat users that allowed the user to look and sound like Scarlett Johansen’s character Kaa, a great way to get a range of aged audiences interested in the film. The film branched out to merchandise, collaborating with Kenzo, they released jungle book style clothing.

2) To what extent were digital marketing techniques vital to The Jungle Book’s box office success?

Using digital marketing techniques allows for the younger audiences than the original would have. Older audience who saw the original JB may probably be more familiar with the newer one, whereas a younger audience may never have heard of the JB before. Through the use of social media, a much younger audience can be reached. This explains why how 51% of the audience were under 25’s and accounted for the JB’s success.

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)

Theatrical 

DVD

Blu Ray

3D

iTunes

IMAX

Amazon Prime

Google Play

Youtube

Due to Disney’s strength and vertical integration, they can show their films in all these formats. Using more formats allows more people to gain access to their films and consume them. 

4) How did Disney attempt to broaden the audience for the Jungle Book? Was this successful?

Whilst the first JB mainly targeted families and was considered feminine, the new JB can be seen to target this audience again and more. People who saw the original will watch the re-release for nostalgia and will then get their children to watch it for the same reason. What’s new with the re-release is the use of CGI and live action which will interest a male audience more than the original. 

The large backing by professional critics through reviews gives the audience a good reason to go and see the film or purchase a DVD etc.

5) Whats the difference between trademark and copyright?

Trademark protects names, symbols, sounds, colours or particular words that distinguish a companies goods or services. Copyright protects original creation, such as a book, film, painting, script etc. 

6) What was Favreau’s approach to the remake.

Favreau liked Kipling’s book and wanted to use his ideas to create a darker tone than the original cartoon. He wanted this re release to be a homage to the classic Disney films through the 30’s and 40’s. He wanted to create something new but decided to use parts of the original film. he wanted the audiences to experience nostalgia but still wanted the film to have its own original elements.

7) How did the new digital technology impact on the production process (principally the use of CGI and previs) 

Lots of what is seen on screen is CGI, as well as some live action. To ensure the animals were realistic as possible, CGI was vital to create an immersive and believable setting for mowgli to live in. Previs played a large part in the film also; some staff went on trips to India to get a clearer idea of the jungles and visualise themx better when it came to drawing. 

8) Explan how CGI works. Focus on blue screen and motion capture. 

The processes involved in CGI are as follows: Script, storyboarding, layout (3D storyboarding), animation and final revision.