The Jungle Book: Marketing/Circulation

Essay on Marketing/Circulation

Disney is an important diverse business that has significant impact on the industry and audience as they deliver varying content that appeals to a wide audience, this is because Disney is a conglomerate and has lots of different themed films on offer to appeal to different types of audiences for examples Star Wars appeals to a more male and older age group compared to Cinderella and other Disney princess films that appeal to young children and families. Furthermore, Disney is also a conglomerate franchise that offers products and services that vary for example films, theme park holidays etc. 

Jon Favreau marked the Jungle Book, fist of all with a trailer on Instagram of only 7 second. Provided fist looks at Mowgli and the rest of the characters, as well as the first listen we've had at the voices being given to them. It's mostly structured around Sheer-Kan, telling Mowgli that she knows what he really is and promising to keep him safe. Lots of animated animals fight, run and jump throughout the whole thing, which ends with Baloo whistling a recognizable portion of "The Bear Necessities" from the classic Disney movie. The also used around 10 different posters all of them having different aspects of the movie such as one large poster with all the characters, which then could be turned into 3 different posters separating the characters. They also have individual posters with the characters being alone and facing the camera. Jungle book was also aimed at a ma more male oriented audience to beat the stereotype of a Disney film. They did this by showing the action packed trailer at the super bowl to try and capture the male audience.
Disney and the director Jon Favreau have done a spectacular job of realizing their new version of The Jungle Book using the sort of sophisticated digital effects familiar from Life of Pi. He introduced the film at D23 Expo film festival, the annual Disney expo where they reveal all their new and oncoming films set to release this year and the following year. It was introduced with company partnership as well for example Kenzo and the Hispanic television network, Univision, who discovered that Spanish audiences will often purchase cinema tickets in groups. Therefore, they paired up with Disney to integrate some of the new Jungle Book characters into the regular programming on Univision, such as integrating them into the channel identification screens and into talks shows, etc.
Overall, the 2016 re-make of the film took on a much more darker, and realistic art style, and also veering on the side of caution, by deciding to integrate some more scarier scenes, such as using the rather deep-voiced Idris Elba to voice Shere Khan, to create this type of sense. Because of this, Disney can attract a much older audience to the film.
Disney circulated professional photographs of actors posing with their onscreen counterparts, largely over social media, in order to create conversation about the upcoming Jungle Book remake. These images also added emphasis on the star-studded cast which Disney were so desperate to promote. This was done in order to create more attention surrounding the popular actors, (such as Scarlett Johansen and Idris Elba).

The poster from the 1967 film is a lot brighter and more colorful, as their attention was making the film towards a younger target audience. However, in the 2016 poster. the characters appear much the more realistic and have more serious faces also the whole posters is a lot darker and there are more shadows, this make the film seem more appropriate for an older target audience which is what Jon Favreau wanted to do. 

Rudyard Kipling was born in India and he spent six years of his adulthood there. Also, he spent the first six years of life in the India subcontinent. Jungle Book in sent in India as a part of the context. The original film was release in 1967. 

The Disney vault is a policy in which Disney put some of their best films in a vault. 

To conclude, marketing has obviously changed. You could argue that with its licensing deals with Kenzo and its focus on aggressively targeting a secondary audience to build profits on the back of a family audience who always turn out for Disney films you could argue that Disney have grown smarter and more precise with their planning, however we must also not forget that there are still lots of similarities between the two eras, for example the use of stars and red carpet premieres to promote a film remains in place as does the creation of character posters and trailers as the fundamental basics of  Disney marketing so to me what is  forgotten is that Disney as a conglomerate have always been a master at marketing, it is why they are the number one entertainment conglomerate in the world and  yes some of the practices have changed but the whole reason why there was new version of The Jungle Book in the first place was because of the success of the first film, a success driven by an effective marketing campaign.