Jungle Book 2016 Homework questions
1) How did Disney successfully use cross-media promotion as part of The Jungle Book’s marketing campaign?
Cross-promotion is a form of marketing promotion where customers of one product or service are targeted with promotion of another/ related product. Favreau was aware of the inter-relationship between the making of a film and its promotion. Disney used synergy, persuading other companies to tie in with their films release, increasing marketing. Disney also used many other marketing strategies for The Jungle Book 2016. Including social media. JB16 had pages dedicated to the film on Facebook, Instagram, Twitter and a snapchat filter for extra publicity. Disney used cross-promotion with many companies, for example; as well as the Disney store offering merchandise, the designer Kenzo produced a range of clothing to mark the new film, however featuring designs of the original film. Disney also teamed up with MacDonalds to release Jungle Book themed happy meals, not only to promote The Jungle Book, but to promote Disney itself and their other products.
2) To what extent were digital marketing techniques vital to The Jungle Book’s box office success?
Digital marketing techniques were vital in the promotion of The Jungle Book 2016 as social media marketing is vital for the younger audiences to become aware of the new release, Disney partnering up with snapchat to make the Kaa filter will have increased the promotion of the film significantly. Social media is not the only digital marketing strategies available to advertise The Jungle Book 2016, there is much more technology available to use compared to the original Disney Jungle Book. As a company, Disney released theatrical trailers and teasers to entice the audiences, encouraging them to watch the film at its release, and continue to enjoy it when it comes out later on DVD and Blu-ray.
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 releases (3D, 2D, IMAX)
-DVD, Blu-ray
-Digital downloads (amazon video, google play, iTunes)
Disney itself has created a well-known and trusted image, most of Disney's films are guaranteed to make a large profit and are therefore able to exhibit their films in many ways. According to Hesmondhalgh's cultural industries theory, the risk of the film becoming a flop is minimised as the original was already successful, and therefore the audience is maximised. The film opened at $103.6 million in North America and only costing $175 million, so a profit was almost made from the first openings. It grossed $966 million, with the title of the 35th highest grossing film of all time and could therefore afford to release the film in the many different ways. Disney also lowers their cost of production by using vertical integration (owning more than one stage of production) and was able to use that money to market or release the film in the ways they chose. Disney will have chosen these many ways to release the film to enable all ages of the audience to watch the film, the majority of the audience will have access to at least exhibit the film in one way.
4) How did Disney attempt to broaden the audience for The Jungle Book? Was this successful?
Disney was highly aware of how to build and maintain audiences nationally and globally. As well as cross-promotion, Disney appealed to all audiences. Parents were already familiar with The Jungle Book story and were therefore comfortable with their children watching it. It appeals as a family film, as well as appealing to the older movie-goers, due to the darker tone of the film, but also the older movie watchers may have seen the original Jungle Book when they were younger and may therefore appeal to them for that reason. According to surveys; over half (51%) of the audience was under 25 years. However, a large 49% of the audience was over 25, proving that The Jungle Book 2016 appealed to a range of people, all ages.
5) What is the difference between Copyright and Trademark?
Copyrights are used to protect an original creation, that is usually put into a tangible form; i.e. printed book ,e-book, painting, a play script etc. Whereas, trademark protects words, names, symbols, sounds or colours that distinguish goods and services from those manufactured or sold by others. Both copyright and trademark offer protection, but for different types of assets. Trademark for a company brand and Copyright for literary and artistic works.
6) What was Favreau’s approach to the remake?
Favreau wanted to film to be a part homage to the classic Disney films of the 1930s and 1940s. He believed that Kipling's original book had some good ideas and wanted to use them in the 2016 version to perhaps create the darker tone, rather than the cuddly cartoon like characters n the original. Favreau wanted the opening shot to remind the audience of the film, Bambi and to bring the illusion of the in-depth artwork used.
7) How did new digital technology impact on the production process (principally the use of CGI and previz)?
The digital technology used was essential to create the realistic, life-like animals and location of The Jungle Book. CGI was the main editing technology to create this tone. Having this technology available will have made the production process more efficient and allowed them to create the animals how Favreau imagined, making the animals move as similar to real life as possible. Previz had a large impact on the film as well. Some of the staff who helped produce The Jungle Book 2016 went on trips to locations such as; India, to the jungles, with a colour pad to help the visualisation of the locations for The Jungle Book.
8) Explain how CGI works (re-watch video clips). Focus on blue screen and motion capture.
Computer generated Imagery works as follows: designers create a series of computer generated graphics. After the basic graphics are created, they are then brought to life. To make the images look real, creators pay close attention to details such as; colour, texture and lighting. These features are what makes the animal look real, rather than cartoon-like. In live action films like The Jungle Book, the graphics are mixed into the previously filmed scene. Blue screens are used during the filming process and allow the characters to be placed in any location, the characters movement is digitally recorded via motion capture and allows the editors to then adapt the location so a realistic image is created.
9) Were there any similarities between the 1967 and 2016 versions of the film in term of the production process?
The 1967 version of The Jungle Book is edited using cel animation and multiplane layers. Although the 2016 version uses CGI as opposed to cel animation, multiplane layers are still used in the opening scene of the film. Two of the original Jungle Book songs were added into the new version, 'I Wan'na Be Like You' and 'Bear Necessities', both written by Richard Sherman, who also wrote a new song for the 2016 version. The voice casting process was similar for both films, the voices were cast first, then the character was built around that particular voice. Although, the humour was difficult to capture in the live-action version, baloo's character is very similar in both films, he comes across to the audience as a whimsical, careful character.
Cross-promotion is a form of marketing promotion where customers of one product or service are targeted with promotion of another/ related product. Favreau was aware of the inter-relationship between the making of a film and its promotion. Disney used synergy, persuading other companies to tie in with their films release, increasing marketing. Disney also used many other marketing strategies for The Jungle Book 2016. Including social media. JB16 had pages dedicated to the film on Facebook, Instagram, Twitter and a snapchat filter for extra publicity. Disney used cross-promotion with many companies, for example; as well as the Disney store offering merchandise, the designer Kenzo produced a range of clothing to mark the new film, however featuring designs of the original film. Disney also teamed up with MacDonalds to release Jungle Book themed happy meals, not only to promote The Jungle Book, but to promote Disney itself and their other products.
2) To what extent were digital marketing techniques vital to The Jungle Book’s box office success?
Digital marketing techniques were vital in the promotion of The Jungle Book 2016 as social media marketing is vital for the younger audiences to become aware of the new release, Disney partnering up with snapchat to make the Kaa filter will have increased the promotion of the film significantly. Social media is not the only digital marketing strategies available to advertise The Jungle Book 2016, there is much more technology available to use compared to the original Disney Jungle Book. As a company, Disney released theatrical trailers and teasers to entice the audiences, encouraging them to watch the film at its release, and continue to enjoy it when it comes out later on DVD and Blu-ray.
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 releases (3D, 2D, IMAX)
-DVD, Blu-ray
-Digital downloads (amazon video, google play, iTunes)
Disney itself has created a well-known and trusted image, most of Disney's films are guaranteed to make a large profit and are therefore able to exhibit their films in many ways. According to Hesmondhalgh's cultural industries theory, the risk of the film becoming a flop is minimised as the original was already successful, and therefore the audience is maximised. The film opened at $103.6 million in North America and only costing $175 million, so a profit was almost made from the first openings. It grossed $966 million, with the title of the 35th highest grossing film of all time and could therefore afford to release the film in the many different ways. Disney also lowers their cost of production by using vertical integration (owning more than one stage of production) and was able to use that money to market or release the film in the ways they chose. Disney will have chosen these many ways to release the film to enable all ages of the audience to watch the film, the majority of the audience will have access to at least exhibit the film in one way.
4) How did Disney attempt to broaden the audience for The Jungle Book? Was this successful?
Disney was highly aware of how to build and maintain audiences nationally and globally. As well as cross-promotion, Disney appealed to all audiences. Parents were already familiar with The Jungle Book story and were therefore comfortable with their children watching it. It appeals as a family film, as well as appealing to the older movie-goers, due to the darker tone of the film, but also the older movie watchers may have seen the original Jungle Book when they were younger and may therefore appeal to them for that reason. According to surveys; over half (51%) of the audience was under 25 years. However, a large 49% of the audience was over 25, proving that The Jungle Book 2016 appealed to a range of people, all ages.
5) What is the difference between Copyright and Trademark?
Copyrights are used to protect an original creation, that is usually put into a tangible form; i.e. printed book ,e-book, painting, a play script etc. Whereas, trademark protects words, names, symbols, sounds or colours that distinguish goods and services from those manufactured or sold by others. Both copyright and trademark offer protection, but for different types of assets. Trademark for a company brand and Copyright for literary and artistic works.
6) What was Favreau’s approach to the remake?
Favreau wanted to film to be a part homage to the classic Disney films of the 1930s and 1940s. He believed that Kipling's original book had some good ideas and wanted to use them in the 2016 version to perhaps create the darker tone, rather than the cuddly cartoon like characters n the original. Favreau wanted the opening shot to remind the audience of the film, Bambi and to bring the illusion of the in-depth artwork used.
7) How did new digital technology impact on the production process (principally the use of CGI and previz)?
The digital technology used was essential to create the realistic, life-like animals and location of The Jungle Book. CGI was the main editing technology to create this tone. Having this technology available will have made the production process more efficient and allowed them to create the animals how Favreau imagined, making the animals move as similar to real life as possible. Previz had a large impact on the film as well. Some of the staff who helped produce The Jungle Book 2016 went on trips to locations such as; India, to the jungles, with a colour pad to help the visualisation of the locations for The Jungle Book.
8) Explain how CGI works (re-watch video clips). Focus on blue screen and motion capture.
Computer generated Imagery works as follows: designers create a series of computer generated graphics. After the basic graphics are created, they are then brought to life. To make the images look real, creators pay close attention to details such as; colour, texture and lighting. These features are what makes the animal look real, rather than cartoon-like. In live action films like The Jungle Book, the graphics are mixed into the previously filmed scene. Blue screens are used during the filming process and allow the characters to be placed in any location, the characters movement is digitally recorded via motion capture and allows the editors to then adapt the location so a realistic image is created.
9) Were there any similarities between the 1967 and 2016 versions of the film in term of the production process?
The 1967 version of The Jungle Book is edited using cel animation and multiplane layers. Although the 2016 version uses CGI as opposed to cel animation, multiplane layers are still used in the opening scene of the film. Two of the original Jungle Book songs were added into the new version, 'I Wan'na Be Like You' and 'Bear Necessities', both written by Richard Sherman, who also wrote a new song for the 2016 version. The voice casting process was similar for both films, the voices were cast first, then the character was built around that particular voice. Although, the humour was difficult to capture in the live-action version, baloo's character is very similar in both films, he comes across to the audience as a whimsical, careful character.
Lydia this is great and demonstrates you have a good working knowledge of the key issues surrounding the films. Try to relate points to audience and how they were encouraged to see the film with reference to the production processes. Remember to revise your answers as you will have to draw out key information quickly especially when you have been specific.
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