The jungle student book marketing and distribution Powerpoint

1. THE JUNGLE BOOK (1967 and 2016)student workbook
ADVERTISING AND MARKETING: Media Language, Media Representation and Social and Cultural context: Disney
How media portray events, issues, individuals and social groups. How the media through advertising and marketing, codes and
conventions and techniques communicate meanings.
Reflecting and constructing social and cultural issues and beliefs. Messages and values.

2. What ways can you market a film?
Think of 10 ways of marketing a film to an
audience and upload some visual examples…
 #1 Do Something Remarkable – The Publicity Stunt
 #2 Pre-Roll Video Advertising
 #3 Be Smart with Press Junkets
 #4 Let your viewers experience the story
 #5 IMDB Listings & Advertising
 #6 Involve your audience in the making of the film
 #7 Using Niche Social Networks – Vine, Instagram, Pinterest
 #8 Using Celebrity & Brand Partnerships
 #9 Using Memes & Other Forms of UGC
 #10 Facebook Advertising

3. What does Film Marketing involve?
 Marketing involves all of the deals done to get the films
shown and promoted.
 Give examples of above the line
 Posters, trailers, merchandise,
 Give examples of ‘below the line’
 Viral Marketing, Word of mouth, Fan pages, journalist
reviews.

4. Marketing – The
Jungle Book 1967
 Give several examples of how
the Jungle Book was marketed
in 1967
 The jungle book was
advertised by multiple posters
and a trailer but it was not
advertised very much and 24
years later it was released on
VHS. This is because
technology was not as
advanced which means that
not many different advertising
methods were known about.

5. Marketing – The Jungle Book 2016
 Give several examples of how the Jungle Book was marketed in 2016
 Mention any special promos, stunts, law of the jungle, theme parks, sand
sculptures etc.
 http://posterposse.com/disneys-new-jungle-book-vr-experience-lets-you-
see-the-world-through-mowglis-eyes/
 In the 2016 version of jungle book a website was made, a theme park ride
was built, brands were collaborated and multiple trailers were made, also
posters that were linked together in a way were made.

6. Marketing
 How did they attract the male demographic?
 They attracted the male demographic by stating that it is a film brought to you by
the same company as films such as pirates of the Caribbean or Star Wars.
 How did the aim at the Hispanic market?
 As statistically Hispanic people travel to the cinema in groups which means they
offered group ticket deals.
 What are Univision personalities?
 Someone who speaks over the film in Spanish. To allow the film to be seen in
different countries.

7. More Marketing Strategies
 Bloggers
 How did they keep the film from looking too childish
 Social media was also used with a large Facebook, Instagram and Twitter
campaign along with You Tube and viral marketing campaigns
 They kept the film from looking too childish by making it a live action and making
it a little more scary than the first one. This allows people who remembers the old
film to watch the new one and still enjoy it without feeling like they are watching a
kids film.

11. Merchandise
 What are all the examples of merchandise
released to tie in with the film?
 In the older film they released toys for
children but not much else because they did
not have the money as they went over
budget producing the film.
 And in the newer film they released
McDonalds toys, clothes and toys as they had
a lot of money and wanted to get exposure
out to people about the film.

12. Advertising and Cross Promotion
 The movie ran its first TV spot on Mar 16, 2016
 A link to the full spot was posted on social networks, including Twitter and
Facebook so more people can see that the TV spot came out even if they haven't
watched the TV.
 More TV spots would setup the story of how the animals in the jungle are either
trying to help or hunt Mowgli, with those who care for him trying to return him to
the human world. It’s good but the focus here is still very much on the spectacle of
the visuals.

13. Advertising and Cross
Promotion – Give
examples of…
 Kenzo:
 Airbnb:
 Online ads
 Stars used to make adults pay
attention.

14. Upload the various
Posters and Trailers

15. The Poster Campaign
 The whole poster campaign is really meant to sell the lush visuals of the movie in
addition to the all-star cast that voices the various animal characters. So there’s a very
nice visual consistency across the whole campaign.
 New technologies such as Photo-shop and graphic programs have enabled Disney to
produce these eye-catching posters.
 How do the posters appeal to certain audiences?
 The posters appeal certain audiences by including A-LIST and Oscar winning actor
and actress that are respected in the community, also they show the animals as
scary so the film isn't seen as childish.
 Any specific representations seen?
 A specific representation of this is Bill Murray playing Baloo because he is known
to be funny and Baloo is also known as funny so the link works well.

16. Textual Analysis of posters
 Take all posters and complete a DETAILED textual analysis around them – how
has media language been used to construct representations?
 Take an additional poster and consider how media language been used to
construct representations?

17. The fire shows how Mogali
is shown as grown up
compared to his
youthfulness of the first
film.
This shows how they have
concentrated on the
graphics of the poster.
Scars showing how
the film is not
childish and will
also suit older
people.
This shows that it is by
Disney but also is small so
it does not over power the
setting.
This shows that the film has
a good attention to detail as
it is very graphically well
made.
This shows a dark setting
and explains how it will not
be a childish film.
This shows that
it is not
animated and
is a live action
movie.
This shows the title that
everyone knows so people
know its going to be the
jungle book.
This shows the actor
so people can get
excited about who is
in the film.

18. The wilderness comes alive as the animals of the jungle line up for the first triptych poster for Disney's The
Jungle Book, showcasing the modern incarnations of such familiar characters as Kaa, King Louie and Bagheera.
Initially released as three individual images on different days this week, the new banner — unveiled in full via
Twitter — features the animalistic cast of the new adaptation of Rudyard Kipling's classic books, including the
first good look at Bill Murray's Baloo, who's standing alongside the hero of the story, Mowgli (newcomer Neel
Sethi) and Shere Khan (Idris Elba)

19. The poster shows the
names of A-rated
actors to show how the
film has a star studded
cast.
This shows Bagheera
the snake and how
they have changed
him so he looks
more realistic than
before.
This shows the release
date which creates hype
and makes people look
forward to the film.
This poster shows Mowgli
and Bloo together which
helps people remember
what the old jungle book
was like which brings
attention to the new film.

20. Even when the poster shows
something else as a main
character it takes other well
known characters and puts it
in the background making
people look at the poster
more and get more excited
about the release of the film.
This shows that the movie
will be released in Imax
which allows people to go
and book the film in
advance and makes ticket
sales even before the movie
is released.
The artwork is very
detailed which shows
how much they are
willing to spend on
the film which means
the film must have a
large budget.

21. They made King Louie much
different than the animated
version which brings change
and interests people as it will
be different than the original
version and will be
interesting to watch for
adults and kids.
They kept the title from
the old jungle book to
keep the nostalgia of the
old and classic jungle
book going which will
increase the excitement
about the up and
coming release of the
film.
King Louie dominates the
screen to show how he is the
king of the jungle and how
he is an influential character
in the film.

22. They hide Bloo to make it
seem as if Mogali is alone
in the shot to allow him to
be the center of attention.
They show Mogali in the
middle as he is the main star
of the film and is what
viewers would go watch the
film for so they make sure
everyone knows he is the
main character.
They show the arch as a sort
of entrance to the jungle and
Mogali is entering It with all
the animals behind him.

23. Intertextuality The Lion King was one of Disney’s
most popular films and there are
scenes reminiscent of it in The
Jungle Book.
Cross promotional or just
subliminal advertising?

24. Intertextuality

25. The UK Teaser Trailer
 https://www.youtube.com/watch?v=YW97nCUE3ZA
 (duration 1 minute 49 seconds)
 Complete the sheet provided analysing the Teaser Trailer in terms of Media
Language and Media Representation