The Jungle Book(2016): Homework Task
1) How did Disney successfully use cross-media promotion as part of The Jungle Book’s marketing campaign?
They used social media platforms such as Facebook, Twitter and Instagram, but also had a Snapchat filter that potential audience members were able to use in which it would turn your face into that of the snake from the film. Disney also ran competitions for the film, which were promoted on social media and marketed the film whilst also gaining more audience members. The film also had a Super Bowl ad placement and a 3D preview in auditoria before the Star Wars movie.
2) To what extent were digital marketing techniques vital to The Jungle Book’s box office success?
To a great extent as the social media aspect of the promotion brought about a lot of buzz, and word of mouth is a traditional marketing technique which is very effective, and social media is basically the modern version of that traditional technique. Without the use of social media and the online competitions, the film will not have been as successful as a smaller audience would have seen its promotion.
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)
A sizable 42 percent of the film's domestic sales came from 3-D and premium-format screens. The film was released in the Dolby Vision format in Dolby Cinema in the United States, and is the first film to be released in Dolby Vision 3D (in a few select theatres in New York City and Chicago). The fact that Disney is a big company allowed for the film to be shown in multiple ways as it was sure to do well at the box office. Disney has such a fan base that thy will always want to go and see the films, so by releasing them in multiple versions it makes Disney more money.
4) How did Disney attempt to broaden the audience for The Jungle Book? Was this successful?
In August, Mr. Favreau spoke at a 7,800-seat arena at a Disney fan convention in Anaheim, California, and showed sneak-peek footage from his film. He presented with three “Jungle Book” stars on stage, including Neel Sethi, who plays the man-cub Mowgli. Thousands of movie posters were handed out. Disney also had things such as sand sculptures and even a theme park exhibition made for the film which exposed more people to the film and broadened the audience.
5) What is the difference between Copyright and Trademark?
Copyrights and trademarks are both forms of intellectual property. Intellectual property (or IP) is a mental creation that has value to a business.Copyrights are used to protect an original creation which is put in tangible form, like a printed book or e-book, a painting, a printed photograph or a negative, or a play script. Works which can be copyrighted include books, articles, works of art, fabric works, sculpture, photographs, poems, plays, dances, musical compositions, television and radio broadcasts, computer software, and industrial designs. You can also copyright original work on a website, but domain names cannot be copyrighted. A trademark is a word, name, symbol, or device, or any combination which is used or intended to be used to identify and distinguish the goods or products of one company from those of others.
6) What was Favreau’s approach to the remake?
He wanted to take only the scenes that stuck out to him from the original to include in the new film. This was due to the fact that he wanted the new Jungle Book to be more closely resembled to the book by Kipling. By doing this, the new film was much darker than the 1967 version and had elements that were more intended for adults rather than children.
7) How did new digital technology impact on the production process (principally the use of CGI and previz)?
The 1967 film didn't use much technology for the production process so was able to make the film all in house, which differs to the 2016 film because the fact that the whole film was animated, it was impossible for the film to be made fully in house. Because of the need for specialised teams, Disney used other companies to help make and animate the film.
8) Explain how CGI works (re-watch video clips). Focus on blue screen and motion capture.
The actor is put in a blue set that may have moving components, like for the Jungle Book there was a moving forest floor for Mowgli to walk upon. If there are any CGI characters in the same scene, they will be made by having crew members dressed in the blue so that they can be edited out, and they will have sensors on them so that when the animators are making the crew members into animals, they will have a realistic sense of movement.
9) Were there any similarities between the 1967 and 2016 versions of the film in term of the production process?
Both the films used cel animation, the 1967 film was made purely out of cel animation, but the 2016 film was animated, yet had cel animation in the opening scene of the film. The songwriters the Sherman Brothers wrote the songs for the 1967 film, and one of the Sherman Brothers also worked on the 2016 film.
They used social media platforms such as Facebook, Twitter and Instagram, but also had a Snapchat filter that potential audience members were able to use in which it would turn your face into that of the snake from the film. Disney also ran competitions for the film, which were promoted on social media and marketed the film whilst also gaining more audience members. The film also had a Super Bowl ad placement and a 3D preview in auditoria before the Star Wars movie.
2) To what extent were digital marketing techniques vital to The Jungle Book’s box office success?
To a great extent as the social media aspect of the promotion brought about a lot of buzz, and word of mouth is a traditional marketing technique which is very effective, and social media is basically the modern version of that traditional technique. Without the use of social media and the online competitions, the film will not have been as successful as a smaller audience would have seen its promotion.
A sizable 42 percent of the film's domestic sales came from 3-D and premium-format screens. The film was released in the Dolby Vision format in Dolby Cinema in the United States, and is the first film to be released in Dolby Vision 3D (in a few select theatres in New York City and Chicago). The fact that Disney is a big company allowed for the film to be shown in multiple ways as it was sure to do well at the box office. Disney has such a fan base that thy will always want to go and see the films, so by releasing them in multiple versions it makes Disney more money.
4) How did Disney attempt to broaden the audience for The Jungle Book? Was this successful?
In August, Mr. Favreau spoke at a 7,800-seat arena at a Disney fan convention in Anaheim, California, and showed sneak-peek footage from his film. He presented with three “Jungle Book” stars on stage, including Neel Sethi, who plays the man-cub Mowgli. Thousands of movie posters were handed out. Disney also had things such as sand sculptures and even a theme park exhibition made for the film which exposed more people to the film and broadened the audience.
5) What is the difference between Copyright and Trademark?
Copyrights and trademarks are both forms of intellectual property. Intellectual property (or IP) is a mental creation that has value to a business.Copyrights are used to protect an original creation which is put in tangible form, like a printed book or e-book, a painting, a printed photograph or a negative, or a play script. Works which can be copyrighted include books, articles, works of art, fabric works, sculpture, photographs, poems, plays, dances, musical compositions, television and radio broadcasts, computer software, and industrial designs. You can also copyright original work on a website, but domain names cannot be copyrighted. A trademark is a word, name, symbol, or device, or any combination which is used or intended to be used to identify and distinguish the goods or products of one company from those of others.
6) What was Favreau’s approach to the remake?
He wanted to take only the scenes that stuck out to him from the original to include in the new film. This was due to the fact that he wanted the new Jungle Book to be more closely resembled to the book by Kipling. By doing this, the new film was much darker than the 1967 version and had elements that were more intended for adults rather than children.
7) How did new digital technology impact on the production process (principally the use of CGI and previz)?
The 1967 film didn't use much technology for the production process so was able to make the film all in house, which differs to the 2016 film because the fact that the whole film was animated, it was impossible for the film to be made fully in house. Because of the need for specialised teams, Disney used other companies to help make and animate the film.
8) Explain how CGI works (re-watch video clips). Focus on blue screen and motion capture.
The actor is put in a blue set that may have moving components, like for the Jungle Book there was a moving forest floor for Mowgli to walk upon. If there are any CGI characters in the same scene, they will be made by having crew members dressed in the blue so that they can be edited out, and they will have sensors on them so that when the animators are making the crew members into animals, they will have a realistic sense of movement.
9) Were there any similarities between the 1967 and 2016 versions of the film in term of the production process?
Both the films used cel animation, the 1967 film was made purely out of cel animation, but the 2016 film was animated, yet had cel animation in the opening scene of the film. The songwriters the Sherman Brothers wrote the songs for the 1967 film, and one of the Sherman Brothers also worked on the 2016 film.
2. How does social media adapt the 'word of mouth' technique?
ReplyDelete3. Why? Go into more detail.
4. Good but what else? Think about the effect of CGI and how he saw the film.
7. It used loads of technology (multiplane camera, xerography, cel animation)! But yes, they both used revolutionary technologies for their time.
9. Be careful when you make a sweeping statement; JB16 only paid a homage to cel animation in the first scene. What about voices recording for actors?