Student essay on jungle book 2

1. Essay on Marketing/Circulation
Paragraph 1 Disneyasconglomerate
Paragraph 2 Jungle Book2016 marketing
How didJonFavreauintroduce the film?
How didDisneyattracta secondaryandslightlyolderaudience?
Findexamplesof the following;Disneycirculatedphotographsof pairedactorswiththeironscreen
characters,ESPN,Snapchat to create a livingposter,Kenzo
Paragraph 3 Jungle Book1967 marketing
Discussthe original trailerandcompare with2016 version.Whatare the differences?Lengthand
editing.
Compare famousjazzsingers of 1967 withactors of 2016.
Discussthe posterscompare with2016 similarities/differences
Discussrelease of swingingsixtiesreferencesinUKand Indiannew yearrelease
Discussthe DisneyVault
Re-releasesandvarioussuccesses –whenwasit releasedonVHSandDVD
Conclusion
To conclude,marketinghasobviouslychanged.Youcouldargue thatwithitslicensingdealswith
Kenzoandits focuson aggressivelytargetingasecondaryaudience tobuildprofitsonthe backof a
familyaudience whoalwaysturnoutfor Disneyfilmsyoucouldargue thatDisneyhave grown
smarterand more precise withtheirplanning,howeverwe mustalsonotforgetthat there are still
lotsof similaritiesbetweenthe two eras,forexample the use of starsandred carpetpremieresto
promote a filmremainsinplace asdoesthe creationof character postersandtrailersas the
fundamental basicsof Disneymarketingsotome what is forgottenisthat Disneyasa
conglomerate have alwaysbeenamasterat marketing,itiswhytheyare the numberone
entertainmentconglomerate inthe worldand yessome of the practiceshave changedbutthe
whole reasonwhythere wasnewversionof The Jungle Bookinthe firstplace wasbecause of the
successof the firstfilm,asuccessdrivenbyan effective marketingcampaign.
1. Disneyisa biggestconglomerateastheyspendmillionsonadvertising. Theyare alsoa
bigconglomerate astheyproduce,ownandadvertise Radio,TV andfilm.Disney has
providedmassivelypopularfilmsoverthe years,includingCars,FindingNemoandToy
Story.These filmsenabledDisneytoproduce merchandise,clothingandamusement
parks fromthe films.

2. 2. Whenthe jungle bookwasreleasedin2016, theylauncheditwitha range of marketing
strategiestotargeta broad demographicanda wide audience.Forexamplesthey
createdgamesto targetat a youngeraudience tohookthe intothe game,theydida
collaborationwithKenzototargetanolderaudience andalsoa more male audience.
The original trailerisdifferenttothe new re-made versionof the Jungle Book(2016)
because the newone hasCGI effectsusedwhereasthe oldversionismade using
cartoon.
3. In the old1967 filmDisneyusedmanyfamousjazzsingerstoattract toa wideraudience
due to the fact that previousfilms fromDisney hadfailedsotheywantedtomake this
filmworthit,theyhad jazz singerssuchas LouisPrima,Phil Harrisetc.whereasthey
usedmore householdnameswhoare famousfortheiractingnotas a jazzsingerlike
ScarlettJohanssonandChristopher Walkeninthe remake of the junglebook. The
similaritiesanddifferencesbetweenthe postersare thatthe 2016 advertisementsare
much darkerand scarierto appeal tothe olderaudience whereasthe 1967 postersrely
on theirlightercoloursandgraphologytoappeal tothe youngeraudience. The use of
thishelpstosetthe scene foreachof the filmsastheyare verydifferentcomparedto
each other.Bothfilmshave the same storyhoweverthe 1967 versionhadmuchmore
singingandwasa cartoonmakingthe target audience youngerwhichwasreflectedin
the posters.However,the darkernature of the 2016 filmisreflectedinthe posters
made as theyare more mysteriousandappeartobe more action packed. The lengthof
the 1967 Jungle Bookwasonly79 minutes,whichInmoderndaywouldbe unusual as
we are usedto cinematicfilmsbeingclose to2hours or more,whichiswhatthe 2016
Jungle Bookislike.Anothertechniqueof marketingwhichis difeentinboththe filmsis
the use of famousJazzsingerstofamousactors. In 1967, the speculationof The Beatles
VOICING the vultures,createdanaudiemce,butactuallyfamiusjazzsingersweresused.
The posterscreatedfor the 2016 film were made veryrealistictoshow how realisticthe
actual filmwill be andhowmuchefforthasgone intoit.
4.
5.
6. To conclude,marketinghasobviouslychanged.Youcouldargue thatwithitslicensing
dealswithKenzoanditsfocuson aggressivelytargetingasecondaryaudience tobuild
profitsonthe back of a familyaudience whoalwaysturnoutforDisneyfilmsyoucould
argue that Disneyhave grownsmarterand more precise withtheirplanning,however
we must alsonotforgetthat there are still lotsof similaritiesbetweenthe twoeras,for
example the use of starsand redcarpet premierestopromote afilmremains inplace as
doesthe creationof character postersand trailersasthe fundamental basicsof Disney
marketingsoto me what is forgottenisthat Disneyasa conglomerate have always
beena masterat marketing,itiswhytheyare the numberone entertainment
conglomerate inthe worldand yessome of the practiceshave changedbut the whole
reasonwhythere wasnewversionof The Jungle Bookinthe firstplace was because of
the successof the firstfilm,asuccessdrivenbyan effectivemarketingcampaign.