Jungle book 08 12 18

SECTION A – Media Industries and
Audiences
Jungle Book 1967 and 2016
Industry and Economic and Historical
contexts

Paper 2 Evolving Media
Audiences
FILM
Jungle Book
RADIO
Radio 1
VIDEOGAMES
Minecraft
Question 1 and 2 will be 2 out of these 3
15 marks each

SECTION A – Media Industries and Audiences
Industry and Economic and Historical contexts
1. Economic and Historical contexts of the Film Industry
2. Specialised and institutionalised nature of media production, distribution
and circulation
3. Recent technological changes in prod/dist and circulation and their impact
4. Patterns of ownership and control (conglomerate ownership, vertical and
horizontal integration
5. How organisations maintain varieties of audiences nationally and globally
6. Marketing and promotion
7. Regulation
8. Digital convergence and their impact

Paper 1 – Evolving Media
Example question
Explain how films can be marketed to become
global brands. Refer to the Jungle Book films in
your answer
[15 marks]

Historical Context
The Film Industry

DEVELOPMENT
PRODUCTION
PREPRODUCTION
POST PRODUCTION
EXHIBITION
?
?
? ?
What order do these film processes go in?

1: DEVELOPMENT
3: PRODUCTION
2: PRE-PRODUCTION
4: POST PRODUCTION
5: EXHIBITION

creative idea, pitch
filming
location recce, script, storyboard
editing, sound, gfx
cinema, TV, internet, VOD
Which tasks are carried out at each stage?

1: DEVELOPMENT – creative idea, pitch
3: PRODUCTION - filming
2: PRE-PRODUCTION – location recce, script,
storyboard
4: POST PRODUCTION - editing, sound, gfx
5: EXHIBITION – cinema, TV, internet, VOD

The History of Film in 3 minutes
https://www.youtube.com/watch?v=84v3gV0wkjk

Since the 1920s the American Film
Industry has grossed more money every
year than any other country in the
world.

It is the 2nd largest producer of films
after India

4 Main Periods
1. Silent Era 1900-1927
2. Classical Hollywood (Golden era) STUDIO SYSTEM 1927 - 1949
3. New Hollywood (Post Classical) 1950 -1980
4. Contemporary Hollywood (after 1980)

Classic Hollywood 1927 – 1949
STUDIO SYSTEM
?

STUDIO SYSTEM -1920s – 1950
Stars, Directors etc were ‘under contract’ to one studio
Producers were more powerful than directors
‘The Big 5’

Under Contract
Could only work for one studio

Classical Hollywood
Vertical Integration?

Classical Hollywood
Vertical Integration
• Production (Make)
• Distribution
• Exhibition (Show- Cinemas)

Vertical integration
Vertical integration is where a company can control the production,
distribution and consumption of its products.

STUDIO SYSTEM
Vertical Integration
• Production (Make)
• Distribution ?
• Exhibition (Show- Cinemas)

Film Distribution
Film
Distributor
Distributors decide:
where, when and to who the film will be shown

Film Distribution
Film
Distributor
ALSO RESPONSIBLE FOR:
•Producing prints or DCDM (Digital Cinema Distribution Masters)
•Shipping prints around the world
•Promoting/publicising the film

STUDIO SYSTEM -1920s - 1950
Produced. Distributed & Owned Cinemas
‘The Big 5’

Universal
United Artists
Columbia Pictures
‘The Small 3’
Didn't own theatres

STUDIO SYSTEM -1920s – 1950
1938 Sherman Anti-trust Act
Eliminate: Block Booking – studios would sell an entire year’s
schedule of films (no control of what they showed)
‘The Big 5’

1948 ‘Paramount Decision’
Supreme Court ruled that major studios could not have a
monopolyof production, distribution & Exhibition –
Studios started selling off theatres and releasing actors and staff
from contracts
The studios realised that keeping Distribution
was keeping power and profit

Film Distribution
Film
Distributor
Distributors decide:
where, when and to who the film will be shown
Deciding where a film will be shown and publicising it
POWER & PROFIT

STUDIO SYSTEM
Mid 1940s
400 movies per year
Block booking =
risk was spread
(Big budget & ‘B movies’)
More artistic ventures:
Citizen Kane etc
POST STUDIO SYSTEM
New Hollywood
(Post Classical)
Less films were made.
Bigger Budgets
epic blockbusters
Competing with TV
More risk of failure

Post 1970s
Agencies have become the real power brokers in Hollywood
Controlling stables of:
•Stars
•Directors
•Screenwriters
•Cinematographers
•Producers
•Other filmmaking personnel
HAND IN HOMEWORK!!!

New Hollywood (post Classical) 1950s-1980
•Offered what TV couldn't – wide screen, 3D, epics, musicals
•TV also meant an additional exhibition vehicle (old films)
•Independent productions. Directors become more powerful
•Package Unit System (no one on a pay roll)
•More creative freedom

1930 – Will Hays – Hays Code Motion Picture Producers and Distributors of America
Strict censorship

The Production Code is Revised after nearly 40
years - Sweeping revisions were made to the ‘Hays Code’ to reflect
changing social morals
Jack Valenti MPAA President founded the
voluntary film rating system easing restraints on
filmmakers' creative and artistic freedom, to inform
parents about the content of films
VIOLENCE

Francis Ford Coppola Godfather (72 & 74) Apocalypse Now (79)
Roman Polanski Rosemary’s Baby (68) China Town (74)
Martin Scorsese Taxi Driver (76) Raging Bull (80)
Brian de Palma Carrie (76) Scarface (83) Wise Guys (86)
Change in storytelling methods -
flashbacks,
twist endings,
amoral heroes
New Hollywood (post Classical) 1950s-1980
Directors had more freedom and power

1980 Heavens Gate
Budget $42M
Profit $3m
– bankrupted United Artists
Est. 1917

1980 - home video market
•A 3rd Exhibition market
•Old catalogues released - £!
•Films that were not successful at cinema
but were huge on video – Shawshank
Redemption, Terminator
•Some films went straight to VHS
•Video Nasties – Chainsaw Massacre
•Porn
Contemporary Hollywood

Film Distribution
Film
Distributor
Cinema Television VHS – rent/buy
High Street – rent/buy

• Its reliance on overseas markets for revenue
• a more global focus,
• Overseas production to save costs
• Not just California-centric
• Digital masters = simultaneous global film releases

l Smith
1999 Legend of Bagger Vance $10m
2001 Ali $20m
2002 Men in Black II $20m + 10% of gross
2004 I Robot $28m
2007 I am Legend $25m
Star power – if a producer signs a top star
A finance deal generally falls into place quicker
Many top stars get involved in the production stage

Who were the biggest earning actors in 2017?

STAR POWER
http://uk.businessinsider.com/highest-paid-actors-in-the-world-2017-8
https://www.cbsnews.com/pictures/forbes-highest-paid-actresses-of-2017/7/

Independent filmmakers
• Spike Lee, Steven Soderbergh, Kevin Smith, and Quentin Tarantino
• Low budget locations.
• Smaller budgets (Digital formats = less $)
Independent Producers/production companies
still rely on the power of the
Distributor

INDUSTRIES
Media Conglomerates

INDUSTRIES: Our study will cover:
•Ownership - Who owns what?
•Why does it matter?
•Blockbuster Vs Independent,
•Conglomeration and Ownership,
•Vertical and Horizontal Integration,
•Marketing and Promotion (including Synergy)
•And different
Exhibition/Circulation/Exchange strategies.

What are
Media Conglomerates?
This is a
clue

Media Conglomerates
a company that owns large numbers of companies
in various mass media such as:
• Television
• Radio
• Publishing (magazines/newspapers)
• Film production
• Internet.
How many can you name?

1. Walt Disney Company
2. BBC
3. Alphabet
4. Comcast
5. Facebook
6. Time Inc
7. TimeWarner
8. Bertelsmann
9. Viacom
10. Bauer Media
11. Microsoft
12. NBC Universal Media
13. NBC Television Network
14. 21st Century Fox
15. Fox Broadcasting Company
16. Warner Bros Television Group
17. ABC Inc
18. CBS Broadcasting Inc / Corporation
19. News Corp
20. SONY
21. Thomson Reuters
22. ITV
23. Yahoo
24. Yomiuru Shimbun Holdings

RESEARCH and produce a presentation
• The organisation’s history/origins
• Who do they own?
• Does anyone own them? (parent company)
• What is their net worth?
• What is their gross income per annum?
• What areas of media to they specialise in
• Who is the CEO? (Chief Executive Officer)

TOP 6 FILM
Multi-Media Conglomerates
?

Top 6 Film Companies and their Multi-Media
Conglomerates parent companies
• Twentieth Century Fox – 21st Century Fox
• Universal - Comcast
• Paramount Pictures (Viacom owned by National Amusements)
• Warner Bros (Warner Media owned by AT&T)
• Walt Disney Motion Pictures (Walt Disney Company)
• SONY Pictures Entertainment (SONY Corporation)

VERTICAL INTERGRATION
Produce Films
Owns Studios
Distributes
0

– Horizontal Integration
?

Horizontal integration is where a company uses its
subsidiaries to cross promote a brand and/or product
across different platforms/subsidiaries.
– Horizontal Integration
?

https://www.thewaltdisneycompany.com/about/#our-businesses
Horizontal Integration
Revenue US$55.137 billion (2017)
Operating income US$14.775 billion (2017)
Net income US$8.980 billion (2017)
Total assets US$95.789 billion (2017)
Total equity US$45.004 billion (2017)

Horizontal Integration
within their companies
Theme Parks / Disney Cruise Line
Merchandise
Disney Stores
ABC TV

• Walt Disney Parks, Experiences and Consumer
• Marvel Studios
• Marvel Entertainment
• Walt Disney Studios
• Fox Entertainment Group (TBC) inc 40% Sky TV in UK
• Buena Vista Distributions (US and International)
• ABC Entertainment
• Disney ABC Television Group (History channel etc)
• National Geographic Partners
• Steamboat Ventures (GoPro etc)
• ESPN

Synergy. Brand Loyalty. Tie-ins. Cross Promotions
outside their companies
Eg McDonalds Happy
Meals JungleBook 2
Licenced to Sega,
Gameboy and PC in 1990’s

Disney animation
https://www.disneyanimation.com/studio/our-films

Walt Disney Filmography
https://en.wikipedia.org/wiki/List_of_Walt_Disney_Pictures_films
Look at Disney’s filmography (Animated, Life Action, Documentary,
True Life Nature and Hybrid live and animated)
• What types of film does Walt Disney specialise in? (genre)
• Who is their target audience?
• Why do people go to a Disney film? (B&K U&G)
• What trends do you notice? (sequels, re-boots, remakes)
• Why do you think they do this?

Family Audiences
Global Appeal
Mainstream
Entertainment and Escape
Good clean fun with a moral narrative
Remakes and sequel minimize the financial risk

2013 spilt up of News Corporation
• Twenty-First Century Fox, Inc. (21st Century Fox and
abbreviated 21CF) is an American multinational mass
media corporation
• It is one of the two companies formed from the 2013 spin-off of the
publishing assets of News Corporation, (founded by Rupert
Murdoch in 1979)

July 27th 2018
21st Century Fox shareholders agreed to sell the company to The Walt
Disney Company for $71.3 billion
The sale will include key assets such as 20th Century Fox, FX Networks,
National Geographic Partners
Assets such as the Fox television network, Fox Television Stations, and Fox
News Channel will be spun off into a new company owned by current 21st
Century Fox shareholders, being referred to internally as "New Fox".
The purchase is expected to be completed in 2019 - currently awaiting
approval by international regulators.

• What are the advantages/disadvantages of being part of a media
conglomerate?
Media Conglomerates
– Horizontal Integration -

DISTRIBUTORS:
What are their responsibilities? What do
they do?

•They arrange for exhibition in theatres
•They deliver the prints to the cinemas.
•Collect receipts from exhibitors.
(cinema ticket £)
•Market & Advertise the film.
•Control the rights to all outlets
(cinema, TV, home video etc)
DISTRIBUTORS:
What are their responsibilities? What do
they do?

Distribution/Distributors - ‘middle men’
who gets a film from the producers to the
audience.
•They arrange for exhibition in theatres.
•They store and deliver the prints to the cinemas.
•Collect receipts from exhibitors.
•Control the rights to all outlets (cinema, TV,
home video, aeroplane versions etc)

Film Distribution up to 2000
Film
Distributor
Cinema Television VHS – rent/buy DVD – rent/buy
High Street – rent/buy

Exhibition
Exhibitors pay flat fee of % ticket to
distributor
Loss Leader – more profit on
hotdogs etc!

Film Distribution TODAY
•Cinema – trailers and teaser trailers
•Television – Broadcast, Subscription – Sky Movies est.1989
•Highstreet Purchase– HMV etc WH Smiths – DVD, Blu-ray
•Purchase On Line: Amazon, iTunes etc
•Download – Amazon, iTunes etc
•Video On Demand (VOD)
•Pay Per View internet or cable (Sky Virgin etc)
Film4/4OD via Mobile Phones – Sky Movies 4G via Vodafone
Streaming/Subscription: Netflix, Amazon Prime

Film Distribution for Avatar (2009)

Avatar (2009)
Directed, written & produced by
– James Cameron
Production Budget: £237m –
actual $280-310m
Marketing Budget; $150 million
2D, 3D & 3D IMAX versions
$232m grossed worldwide in first weekend
(2nd highest ever grossing film after Titanic)
Grossed – 9th Jan 2011 $9.96 Billion

Posters
Magazines
TV & Radio adverts
Cinema adverts
Internet
A Distributor Promotes a film via:

Tie ins
A way of cashing in on the film

Tie ins
Avatar (2009) Certificate 12A
Books
• Paper back Book
• Coffee table – ‘Art of Avatar’
• Movie Scrapbook
• Confidential Report on the
Biological and Social
History of Pandora

Tie ins
Avatar (2009) Certificate 12A
DVD/BluRay
Pre-selling DVDs
Extra scenes promised

Product Placement
When a film features products and brands prominently

Ways of Marketing and promoting a
film today:

•Who produced it?
•What was the production budget?
•US or UK?
•Who distributed it in US?
•US Box office takings
•Who distributed it in UK?
•UK Box office takings
•Who owns the distribution company?
What were your findings?

Places to research
•Box Office Mojo
•The numbers.com
•Imdb (Internet Movie database)
•Wikipedia

Budget: £2.5 m UK revenue £3.3M
Budget: £8 m US revenue £5.2M
Budget: £130 m US revenue £723M
Budget: £253 m US revenue £1.2 Billon

Media Conglomerates Indie (Independent Companies)

Media Conglomerates Indie (Independent Companies)
Financial security – if a project or
business fails, other companies
will make money and support
the parent conglomerate
Bigger budgets
Easier to get financial backing
Creative licence – do what you want
Innovative. For niche target audience
No interference from parent companies
Has to appeal to a mainstream
audience in order to make back a big
budget.
Fail safe subjects/minimize failure:
sequels, re-boots, franchises, literary
adaptations etc
Formulaic.
No financial security –
bankruptcy if film is a failure
Difficult to get a big budgets
Difficult to get financial backing
– takes a long time and from
numerous organisations

Media Conglomerates
Spreading financial risk

• Not so dependent on box office takings
• Powerful marketing global distribution and selling again and again in a
variety of windows
Spreading risk
Media Conglomerates
– Horizontal Integration -

– Horizontal integration
Have we returned to the major control that he studios had in 1930s and
40s??

Hollywood Studio System
Answer all questions

TERMINOLOGY EXPLANATION AN EXAMPLE
Media Texts The different types
of media platforms
Print, TV, Radio,
Film, Video Games,
Internet
INSTITUTIONS - FILM INDUSTRY - GLOSSAR

Hollywood Today
Evolving Media

Ownership and Production
• Major Studios are vertically and horizontally integrated and are now part of massive media
conglomerates which has created an ‘oligopoly’ in form of the ‘Big Six.’
• A ‘package unit’ is put together by a producer and ideas ‘pitched’ to major studios in the
hope of accessing finance and distribution.
• Big budget Blockbusters often follow the ‘high concept’ model in order to appeal to a mass
audience
• Films are often sequels, prequels and remakes or based upon a successful book, TV
programme or even video game to minimise financial risk and to increase profit.

Distribution
• Distribution is now the most important sector of the industry.
• The major studios have focused upon distribution since the end of the contract system and the ‘paramount
decree’.
• Studios have sought to create additional ‘distribution windows’ in addition to theatrical exhibition to
generate more revenue;
• A successful film brand can be ‘sold’ in a number of different ways apart from theatrical exhibition, for
example:
DVD/Bluray
On Demand TV
Network TV
Streaming Services
Soundtrack albums
Video games
Novelisations
Merchandising and Licensing deals.
• First films to exploit distribution windows were Jaws (Spielberg, 1975) and Star Wars (Lucas, 1977).

Distribution
• Conglomerates will try to use synergy within sectors of the corporation to maximise profit. For
example a soundtrack album could be produced by the record company, a novel could be
produced by the publishing house, a video game could be produced within the computer
software division etc.
• Synergy is where multiple products and services are created on the basis of a successful brand
within the same corporation. Every ‘spin off’ product or service helps create interest in the film,
hopefully improving box office receipts and DVD sales.
• More money is spent upon marketing and advertising a major studio film than was previously
the case.
• Press junkets are organised by distributors to generate press interest.
• Viral marketing is where a distributor will create content that is designed to be shared by
others, through social networking sites and new technology e.g online game, facebook page,
youtube video, app.
• For a major blockbuster the marketing and advertising budget may will exceed production costs
in order to stimulate demand and get people into the cinemas/buy DVDs. This would have been
unthinkable during the studio era.

Exhibition
• Films are normally released across a large number of screens simultaneously.
• ‘High concept’ films are usually given what is called a saturation or blanket release,
this is where a film is released across a huge number of cinemas simultaneously in
order to meet expected demand.
• This is because ‘high concept’ films are expected to attract a ‘mass’ audience.
• Most Hollywood films are released widely as they try and cash in upon the huge
amount of investment put into producing and distributing them.
• Most of the money made through theatrical exhibition comes through multiplexes.

Exhibition
• Multiplexes are more profitable because
• they house a large number of screens under one roof (reducing staffing costs and other
overheads).
• they are usually in close proximity to shopping malls, bowling alleys, bars and restaurants
- where they are more likely to attract the casual viewer.
• they can respond to demand more flexibly by showing a popular film on several screens.
• they can provide a more modern and viewer friendly experience.
• Although the amount of people paying to go to the cinema will never reach the levels of the
pre television era, box office receipts have increased steadily over the last twenty years thanks
to changes in production, distribution and exhibition strategies. The major studies are now
also heavily investing in 3D technology as way of distinguishing the cinema experience from
that of home viewing.

Glossary
Advertising
Paid for promotion such as poster campaigns, TV spots and trailers.
Big Six
The major media conglomerates (click on each one see what they own) Sony, Disney, News
Corporation, Viacom, Comcast and Time Warner.
Blanket release
A release strategy that involves booking a film into as many theatres as possible simultaneously
to cash in on the expected demand created through advertising.
Conglomerate
A large corporation that includes many smaller companies or divisions.
Distribution windows
Ways is which a film can be sold beyond theatrical exhibition.

Glossary (cont)
High concept
An approach to filmmaking which prioritises a films marketability, usually emphasising
spectacle, action and stars and using genre in ‘loose’ way.
Horizontal integration
Where direct competitors within the same industry merge. This reduces competition
and costs. or where a film studio diversifies into a different industry or merges with a
company in a different industry. Recently it is seen as a way in which conglomerates
can create synergy e.g AOL/Time Warner merger in 2001

Glossary (cont)
Licensing deals
Where the rights to produce a 'spin off product or service are agreed with another company
Marketing
The overall strategy by which a studio attempts to ‘sell’ a film. This will include advertising, but
will also include audience research, viral marketing, test screenings, previews, press junkets and
interviews.
Multiplex
An exhibition centre that houses multiple screens under one roof. Usually part of a larger
‘entertainment’ complex.

Glossary (cont)
Oligopoly
A state of limited competition that exists when a small number of companies control
an industry.
Package unit
A group of individuals who are assembled to produce a film.
Paramount decree
Where the major studios agreed to sell off their exhibition chains to end the American
Justice Department’s ‘anti trust’ suit in the late 1940s.

Glossary (cont)
Pitch
The process of ‘selling’ an idea for a film to a studio in return for investment and distribution.
Press junket
An event organised by the distributor when the press are invited to interview cast and crew to
generate publicity.
Saturation release
See blanket release.
Synergy
Where spin off products and services are created on the back of a successful film from within the
same corporation.

Glossary (cont)
3D
A 3-D film is a motion picture that enhances the illusion of depth perception. 3-D films
became more and more successful throughout 2000–10, culminating in the
unprecedented success of Avatar.
Vertical integration
Where a company has a stake in production, distribution and exhibition.
Viral marketing
refer to marketing techniques that use pre-existing social networks to produce
increases in sales
Word of mouth
Where demand for a film increases because of a positive audience response and
recommendation to others.

Audiences
Industry and Economic and Historical
contexts
1. Go through Moodle page and explain focus.
2. Terminology Recap (Hollywood Today Slides)
3. Terminology Test
4. Studio System Research task
5. 1967 Case Study.
6. 2016 Case Study.

Moodle
https://moodle.reigate.ac.uk/mod/page/view.php?id=89564
• The Hollywood Studio System
• Walt Disney history/timeline
• Hollywood today
• Confident grasp of terminology specific to the industry
• You could use relevant 'academic ideas and arguments' in your
discussion of industry developments between 1967 and 2016
https://reigatesixthformcollege.sharepoint.com/:w:/r/sites/filmandme
dia/_layouts/15/Doc.aspx?sourcedoc=%7B2d58c50f-3f49-409d-a044-
6207b606d1b0%7D&action=default
Student Shared Area

Make sure you have completed all of The Jungle Book Worksheet
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urcedoc=%7B2DFD17A1-5D16-4777-8462-
9FAF7F74B247%7D&file=The%20Jungle%20Book%20Worksheets.doc&action=default&mobileredire
ct=true

The Jungle Book Timeline
• 1894 Rudyard Kipling book

• 1942 UK Korda Bros made in Hollywood WWII

• 1967 Disney’s Animation feature

• 1995 Video animation
• 1997 The second Jungle Book – Mowgli and Baloo (LA)

• 2016 The Jungle Book (LA CGI Jon Favreau dir)

• 2016 The Jungle Book (LA CGI Jon Favreau dir)
• 2018 Mowgli (Warner Bros)
• 201? Jungle Book 2 (Jon Favreau dir)

Multiplane cell animation
Disney had pioneered many of the cel animation techniques
https://www.youtube.com/watch?v=YdHTlUGN1zw

A new era of animation - xerography
https://www.youtube.com/watch?v=CWwU8jd04-I

https://www.youtube.com/watch?v=zTebgHNSe_4
The Making of Jungle Book (2016)
https://www.youtube.com/watch?v=aZOUWQ6ioxc

THE JUNGLE BOOK
(1967 and 2016)
MEDIA INDUSTRIES
ECONOMIC AND HISTORICAL CONTEXTS

REGULATION OF FILM
• Who regulates the UK Film Industry
• What are the UK classification categories
• Who regulates the US Film Industry
• What are the US classification categories
• What category was Jungles given in 1967 and 2016 – why?

AREAS OF STUDY
•AUDIENCES
•PRODUCTION
•MARKETING, DISTRIBUTION and FUNDING
•TECHNOLOGY AND CONVERGENCE
•OWNERSHIP
•REGULATION
•CONTEXTUAL – Historical and Cultural
Industry and Economic and Historical contexts

REGULATION AND FILM
British Board Film Classification
No legal power – recommendation in order to protect
vulnerable groups of people

Suitable for 12 years+.
No one younger
than 12 can see a 12A film
unless accompanied
by an adult
UK Classification Categories
Universal.
Suitable for all
Parental Guidance.
General viewing but
some scenes may be
unsuitable for
young children
Suitable for
15 years+
Suitable for
adults only

The Motion
Picture
Association of
America (MPA
A)
film rating
system
The MPAA rating system is
a voluntary scheme that is

Why did Disney
target a slightly
older audience this
time? ?

The Jungle Book and Regulation
• 2016 seen as ‘darker’ than 1967 film – hence PG compared to U
because of ‘mild threat’
• Using Curran and Seaton, Disney is driven by profit hence a PG
classification maximises audiences
• PG = ‘parental guidance’ (some scenes ‘may’ be unsuitable for young
children)
• Both ratings ensure mass audiences
• Politically 1967 Jungle Book depicted racial stereotypes at a time of
black civil rights

2016
• Directed by Jon Favreau (Iron Man 1 and 2)
• Production company: Fairview Entertainment (Favreau’s
company)
• Distributed by Walt Disney Studio Motion Pictures (owned by
Walt Disney Company)
• Genre: fantasy adventure (darker, more sinister than 1967
version) CGI and Life action
• Budget: $170 million
• Above the line costs high (actors like Scarlett Johansson etc)
• Below the line – actual production costs
• Won Academy Award for Best Visual Effects
• Released globally from April-July 2016 3D and Disney 3D, Real
3D, IMAX and IMAX 3D
• Gross to date: $966 million worldwide (5th grossing film of 2016)

2016
• 16 weeks in cinemas
• Home entertainment release on DVD, 3D Blu-
ray and digital HD
• PPV (Pay per view) or subscription TV,
streaming and broadcast free-to-air TV
• Downloadable on Disney Anywhere, iTunes,
Google Play and Amazon Video

Mainstream films distributed by Disney – one of the so-
called Big Six
The Jungle Book (1967/2016)

Mainstream Film Production and
Distribution: The Big ‘Six’ oligopoly
(Paramount dropped out in 2016)
1. DISNEY: The Jungle Book, Star Wars: The Force Awakens,
Frozen..
2. 20th CENTURY FOX: Logan, Assassin’s Creed, X-Men
Apocalypse..
3. WARNER BROS: Fantastic Beasts and Where to Find Them,
Wonder Woman…..
4. UNIVERSAL STUDIOS: Straight Outta Compton, Minions….
5. eOne FILMS: Collaborations with other distributors
6. COLUMBIA PICTURES/SONY: Spectre, American Hustle…..
7. PARAMOUNT: Transformers: The Last Knight, Star Trek
Beyond..

Apart from Disney who are the conglomerate,
each studio is owned multinational organisation
 WARNER BROS is owned by WARNER MEDIA/AT & T
 PARAMOUNT PICTURES is owned by VIACOM
 20TH CENTURY FOX is owned by the 21st CENTURY
FOX (FORMERLY THE NEWS CORPORATION)
 DISNEY is its own conglomerate. Ownership includes
Lucas Film, Marvel Entertainment, Theme Parks, Pixar
Animations….
 COLUMBIA PICTURES/MGM are owned by SONY
 UNIVERSAL STUDIOS are owned by COMCAST

IMPACT OF DISNEY OWNERSHIP ON FILM
PRODUCTION
Write down 5 ways ownership impacts
on film production

IMPACT OF DISNEY OWNERSHIP ON FILM PRODUCTION
https://www.youtube.com/watch?v=ZQpWRenGF_w
1. Big Six ownership provides significant funding for high
production value films – Avengers: Infinity War (2018): 19th
MCU film, also distributed by Disney $320-400m budget
2. Ability to attract star marketing – e.g. Jungle Book A List voices
3. More time spent on production
4. Access to latest production technology e.g. CGI
5. More synergy e.g. theme parks and convergence - availability
of the film cross platform plus importantly cross platform
marketing and Horizontal Integration

Key Facts – 2016 Jungle Book
• 2016 and 2017 – DISNEY as Number 1 distributor (£301m UK
theatrical revenue)
• JON FAVREAU PRODUCED AND DIRECTED - Iron Man, Iron Man 2,
Iron Man 3, The Avengers, Avengers: Age of Ultron. Direct
links/experience with non realist, fantasy high production value
film genres
• Blockbuster budget at $177m
• Synergy – linking with original soundtrack/theme parks

JUNGLE BOOK (2016) TRAILER. BULLET POINT HOW IT
IS A MAINSTREAM FILM?
https://www.youtube.com/watch?v=5mkm22yO-bs

The Jungle Book, 2016
‘Mainstream Film’
• High production values incl. CGI and soundtrack
• Star marketing – Scarlett Johansson, Bill Murray, Idris Elba et
al voice over
• Wide/saturated distribution by one of The Big Six (not always).
• Synergy with other Disney blockbusters ‘From the makers of..’
• Commercial success – homage to 1967 film / Nostalgia
• Safe genre, simplistic emotive narrative – focus on
entertainment values e.g. IMAX, 3D availability

Film Industry Terminology you need to be familiar with
MAINSTREAM FILM
INDEPENDENT FILM
PRODUCTION/PRODUCTION VALUES
DISTRIBUTION & MARKETING
EXHIBITION/EXCHANGE
CRITICAL SUCCESS
COMMERCIAL SUCCESS
DIGITAL TECHNOLOGY
CONVERGENCE
SYNERGY
WRITE DOWN A ONE SENTENCE DEFINITION
OF BOTH LINKED TO THE JUNGLE BOOK FILMS

Synergy and Convergence Explained
• Synergy – where two or more compatible
products/organisations sell each other e.g. Jungle
Book (1967 and 2016) or theme parks advertising the
film.
• Media Convergence – where films like Jungle Book
(2016) is available/consumed and can be marketed on
a number of cross media platforms e.g. cinema,
streamed, DVD, X Box, PlayStation…….Film websites
often have convergent links to a range of rich media.

The Jungle Book – 2016
See Mowgli meets Baloo clip
https://www.youtube.com/watch?v=ww94B3TfqF4
• Homage to 1967 original film production – a ‘cartoon
musical’
• Big budget, non-realistic, entertainment on an ‘epic’
scale
• Significant use of CGI with live action
• Representation of familiar characters
• Emotive narrative (children and animals)
• Star marketing (voice overs and characters) e.g. Idris
Elba

3D
IMAX 3D
Cinema Spectacle
Cinema’s USP v TV

Marketing and Distribution
“In the film industry, to ensure
commercial success you need a
successful marketing campaign” – this
costs money and is funded by the
Distributor e.g. Disney (The Jungle
Book)”

Definitions - Distribution
 The Distributor chooses which films to distribute – often from
seeing the film at a film festival for example
 They decide on the number of digital copies and pay for each
 Negotiate the release date and site of exhibition – when/where
• Agree on a budget and sequence a campaign across a range of
online, audio-visual and print platforms
• Online platforms include a website as central marketing hub
with convergent links to trailers on YouTube, social networking
platforms…

Marketing and Distribution 1
(Jungle Book 2016)
• Bloggers and entertainment news sites were used by Disney to
‘get the message across’
• Global marketing – cross continents (aggressively targeting an
Asian market), synergy at Disney theme parks
• High production value trailers and 3D trailers played before
Disney brand Star Wars: The Force Awakens, including during
Superbowl
• All targeting an older/younger primary and secondary audience
• Available in IMAX 3D – marketing via ‘the spectacle’

Marketing and Distribution 2
(Jungle Book 2016)
• Deliberate ‘viral leaks’ creating hype
• Significant online marketing campaign (including trailers and
TV spots + a 360 degree Facebook video)
https://www.youtube.com/watch?annotation_id=annotation_1248642087&feature=iv&src_vid=yniVsbWuML0&v=TtOvDWvAfK4
• Social media: Instagram Facebook Twitter
• Live promotional events https://www.nytimes.com/2016/04/18/business/media/disneys-savvy-marketing-
jungle-book.html
• Primary target audience (12-21) targeted via production
values and scale, secondary family target audience target via
synergy and intertextual links – crucially nostalgia
• Merchandising a key factor as always with Disney
• Successful box office

Marketing – The Jungle Book 2016
• Give several examples of how the Jungle Book was marketed in 2016
• Jungle book official website, Facebook, Twitter and Instagram
• Featurettes and teaser trailers
• Held a fan event with sneak peaks and actor meet and greets
• Disney park, Animal Kingdom helped promote by selling characters in
their shops
• Had its own Snapchat filter
• VR events all over USA (seeing through the eyes of Mowgli)

Marketing
• How did they attract the male demographic?
• Strong male characters (Idris Elba)
• More aggressive/violent scenes
• CGI and special effects
• How did they aim at the Hispanic market?
• Released a Spanish TV show
• Five week stunt on Spanish social media to hook one Spanish family
member who encourage the rest of the family to go
• What are Univision personalities?
• Where there is dubbing of all voices to make it appropriate for all different
nationalities

More Marketing Strategies
• Bloggers- give reviews and their opinion to millions of viewers
• How did they keep the film from looking too childish-by using the
stern faces of the in the posters to create a serious and tense
impression of the film.
• Social media was also used with a large Facebook, Instagram and
Twitter campaign along with You Tube and viral marketing campaigns

Merchandise
• What are all the examples of merchandise released to tie in with the
film? For the 1967 Jungle Book, posters were created not only to
market the film but also for the public to buy. There were also toys
created for every character in the film that were sold worldwide.
For the 2016 Jungle book, items of clothing were made with the
theme of Jungle Book that would have been sold in Disney stores and
any stores that collaborated with Disney at the time.

Advertising and Cross Promotion
• The movie ran its first TV spot during august 23rd 2016.
• A link to the full spot was posted on social networks, including the movie,
which hits theatres in April 2016, has already generated buzz after the
release of a 6- second teaser on Vine, full-length trailer on YouTube in
September and special extended 3D trailer in select IMAX theatres this
week in front of Star Wars: The Force Awakens screenings. An interactive
movie poster, which debuted on Mashable's Snapchat Discover platform.
• 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.

Advertising and Cross Promotion – Give examples
of…
• Kenzo: Kenzo collaborated with Disney to create Jungle book themed
clothing
• Airbnb: allow customers to rent houses and apartments that are
either in Disneyland or near it.
• Online ads
• Stars used to make adults pay attention.

The Jungle Book 2016 Triptych Film Poster

FULL TRIPTYCH FILM POSTER
• Jan 2016 poster campaign (April release)
• 3 separate posters before unveiling full triptych
• Expansive canvas – ability to show size and scale (production values) but also
character representation
• Other film posters focused more exclusively on Mowgli (emotive
representations)
• Posters also targeted a global market
• 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)

https://www.youtube.com/watch?v=VK2yuSQbIjI

1967 Exterior Billboard. How is the original trailer
similar/different to 2016?
https://www.youtube.com/watch?v=LNVTKXIK7q8

The Jungle Book – 1967 Trailer
(see YouTube mash up
comparison)https://www.youtube.com/watch?v=oHrDSoVzqNA
• Key focus on animation technology at the time
• More comedic representations
• Disney’s ownership and distribution still foregrounded
• Animals have a more obvious identity
• Narrative voice over – heightened emphasis (music is the ‘visual
grammar’ in the 2016 trailer)
• Less sophisticated audience – more explanation of plot etc

1967
• Made by Disney Studies under the production
company of Walt Disney productions
• Genre: Animated musical comedy
• Budget: $4 million
• 4th highest grossing movie of 1967
• Oscar nominated songs: ‘The Bare Necessities’ & ‘I
Wanna be Like You’
• Total gross to date: $205 million worldwide

1967 - Released cinemas
1978 – re-released
1984 Re-released
1990 – re-released
1991 – Out on VHS -Walt Disney Classics
collection – sold 14.8 million copies
1999 DVD released
2007 – released on DVD BluRay
Re-released in different packaging with
extra to entice different audiences
NOT released to other TV channels (only
Disney channels)

The Sherman Brothers
Mary Poppins and most of Disney’s musicals
A successful ingredient
repeated again and again.
Minimises financial risk

Marketing and Distribution
(1967 Jungle Book - longevity)
• Personal involvement – Walt Disney (last film)
• $4m production budget, $205m box office worldwide
• Significant print campaign
• Heavily promoted on VHS in 1993, several re-releases
on DVD and BluRay
• Available as digital downloads – iTunes, Disney Movies
anywhere, Google Play

Iconic, nostalgic representations –
marketing focus on ensemble cast

The Making of Jungle Book (1967)
https://www.youtube.com/watch?v=XhAZEDiKSsM

Regulation Theory – Livingstone and Lunt
The idea that UK regulation policy e.g. the BBFC is driven by
conflict – to ‘protect’ from harm but also allow diversity/choice
• Desensitisation and deregulation are core concepts here –
Disney knew audiences would accept the 2016 film would be a
darker - hence hoping for the PG classification
• Can link back to Curran & Seaton – theatrical release wanted to
target wide demographic to ensure good box office (profit)
• Disney carefully controlled the representations in The Jungle
Book to appeal to a wider demographic
• 15-25 year olds are biggest cinema going category – Jungle
Book PG

Sequels, Remakes & Theatrical
• The Jungle Book (1967, 1994, 1997 an 2016)
• Beauty and the Beast (1991, 2017)
• Dumbo (1941 and Tim Burton in production)
• Cinderella (1950 and in production with Emma Stone)
• Peter Pan (1953 and in preproduction)
• 101 Dalmations (1961 and LA 1996) 102 Dalmatians (2000) Cruella spin off in production)
• Mary Poppins (1964 and 2018 sequel)
• Aladdin (1992 and in production Guy Ritchie 2019)
• The Lion King (1994 and 2019)
• Toy Story 1, 2 and 3 (1995, 1999, 2010) Toy Story 4 2019
• Mulan (1998 and remake planned (female empowerment zeitgeist)
• Fantasia 2000
• The Incredibles (2004 and sequel 2018)
• Pirates of the Caribbean – 4 films
• Cars 1 &2

Why?
• Nostalgia. Emotional connection
• Generational market (parents – children repeat pattern)
• Minimize financial risk
• Audiences have foreknowledge and expectation (Mastery – know
what to expect = comforting)
• Family entertainment

Mapping Theory – Curran and Seaton
The idea that the media is controlled by a small number of
companies which can inhibit creativity (driven by profit)…..
• The Jungle Book is distributed by one of the Big Six, Disney
– critics have suggested there were racial and political
messages in the 1967 film diluted to make an entertaining
animated film, exploiting synergy and targeting mass
audiences
• Mainstream films tend to offer a lack of diversity with the
primary objective being commercial success and profit –
both films offer escapist narratives without challenging
stereotypes

INDUSTRIES/INSTITUTIONS
James Curran and Jean Seaton
Media industries are controlled by a small group of companies primarily
driven by pursuit of profit and power.
Concentration of media ownership limits choice and diversity.
Greater diversity in ownership leads to more adventurous and varied forms
of media content
https://www.youtube.com/watch?v=QcoZZCSdXl8

Mapping Theory – David Hesmondhalgh
Cultural companies try to minimise risk and maximise audience
through vertical and horizontal integration (pattern of ownership
theory) and also operate cross media
• Vertical integration – The Jungle Book is
produced/funded/distributed (Buena Vista ownership) by Disney in
1967 and 2016
• Horizontal integration – Disney own several companies in the same
sector e.g. Lucasfilm and Marvel Studios
• Minimising risk - safe genre, established audience

David Hesmondhalgh
• Media companies seek to minimise risk and maximise
audiences through vertical and horizontal integration and by
marketing products based on Genre, Star and Franchise.
• The most successful media conglomerates operate across different
media.
• The democratic potential of the web has been contained by the
influence of large profit orientated ‘new media’ corporations

https://www.youtube.com/watch?v=yXV8xfKGpiQ
Watch the following short video to consolidate your
understanding of Disney and patterns of ownership

https://www.theguardian.com/film/2018/nov/28/disney-nostalgia-
remake-lion-king?CMP=Share_iOSApp_Other

Historical Context
1967
• Women’s Liberation
• Civil Rights Movement
• Beatle mania
• Anti-war
• ‘Free Love’
• US Film Production
Code reassessed Rating
system established –
more creative freedom
2016
• Fourth Wave of
feminism (#MeToo
#Times up)
• #OscarsSoWhite 2016
• Syrian War /Pro
democracy uprising
Arab Spring 2011
• Mass Migration leads
to right wing populist
politics

1967
• Competition from TV
• Only Cinema and TV revenue (no home video market)
• Production Code reassessed – more freedom
• Disney diversified – theme parks TV etc (HORIZONTAL
INTERGRATION)
• Walt Disney’s last film – dies 1966
• 1970- 80 Disney in doldrums – old fashioned
• Didn't appeal to sophisticated 15-24 year olds (Star
Wars)
• VHS and DVD through 90’s + 40th anniversary version
Historical Context

1970s and 1980s
• Walt Disney’s last film – dies 1966
• 1970- 80 Disney film in doldrums – old fashioned and
conservative
• Didn't appeal to sophisticated 15-24 year olds (Star
Wars success after being turned down by Disney )
• VHS and DVD through 90’s + 40th anniversary version
• Picks up Little Mermaid 1989 and Beauty & Beats
1991 first Computer animated (not full CGI) The
Disney Renaissance
Historical Context

https://www.denofgeek.com/uk/movies/disney/45778/exploring-
disneys-fascinating-dark-phase-of-the-70s-and-80s

Historical Context
2016
• Budget $175 m – box office to date $966 million
• CGI and life action (bought out Pixar in 2006)
• Mainstream but for older market PG (aimed at 12-21)
• Cinema now competing with Netflix, Amazon Prime
etc – so IMAX 3D versions released
• Film consumption – DVD VOD Pay TV (Sky movies etc)
• Star led – Scarlet Johansson & Bill Murray etc
• Homage to original (songs in part) also to out do
Warner’s Mowgli which was shelved for 2 years
• Re-imagining existing brands (Lion King, Aladdin etc)

Representation – Then and Now
https://theweek.com/articles/617441/how-disneys-new-jungle-book-corrects-years-
troubling-racial-under

• Representation of females – Snow White, Cinderella, Sleeping Beauty
etc
• More recent attempts at progressive role models: Mulan, Frozen,
Zootopia
Representation – Then and Now

Questions
1.Compare the old film processes to the new digital processes.
2.What are the key differences between shooting on film and
shooting digitally?
3.What has been the impact on editing?
4.How have visual effects been enhanced?
5.How does a film camera record images? Explain the recording
method of a digital camera.

QUIZ
How well do you know the
Film industry?

In stand alone
sentences so this task
is useful for revision
Horizontal Integration is the acquisition of a business operating at the same level of the value chain in
a similar or different industry.
24

X

What is a Film Pitch?
What is its purpose?
Who pitches to who? Why?
Answer without using the word ‘pitch’

What is the definition
of a Mainstream film
and a Niche film?

How do large film companies try to minimize
the risk of failure (maximise the chance of
being a financial success?)
What types/genres of films do they tend to
make?

Top 6 Film Distributors
(Multi-Media Conglomerates parent companies)

Do the Big Six have a monopoly or an oligopoly?

What are the advantages of being owned by a multimedia
conglomerate?

What are the disadvantages of not being part of a media
conglomerate? Use the UK film industry as an example.

What percentage of films in the UK cinema
are from the US (on average)?

Distributors
What are their responsibilities? What do they do?

What are the ways a film can be
marketed before released in
cinemas?

Which month do people go to
the cinema the most??

A good time to release…?
• Cartoons

Horror Films

What % of a film’s revenue comes from the
box office?
Where else can profit come from?

A film be promoted by its star – how
else can it be promoted?

Film Pitch
Where a scriptwriter or director presents
their creative idea for a film hoping to
back financial backing – a ‘green light’ –
money to make it.

What is a BLOCKBUSTER?
A film with a budget over $100 million.
Often has big stars. Brings in lots of money. High concept

A Mainstream film is aimed at a wide
spectrum of different types of people
(Superhero genre etc)

A Mainstream film is aimed at a wide
spectrum of different types of people
(Superhero genre etc)
and a Niche film appeals to a small /
narrow spectrum demographic?
Arthouse, documentary film etc

How do large film companies try to minimize the risk of
failure (maximise the chance of being a financial success?)
What types/genres of films do they tend to make?
Sequels
Franchises - Existing/familiar Brands
Literary adaptations
Re-boots

•Twentieth Century Fox – 21st Century Fox
•Universal - Comcast
•Paramount Pictures (Viacom owned by National
Amusements)
•Warner Bros (Warner Media owned by AT&T)
•Walt Disney Motion Pictures
•SONY Pictures Entertainment

What are the advantages of being owned by a multimedia
conglomerate?
The financial risk is spread.
If one company loses money the whole conglomerate will support
them
Bigger budget available

What are the disadvantages of not being part of a media
conglomerate? Use the UK film industry as an example.
No financial support
With a Big 6 distributor – they take a large %profit
Without a Big 6 distributor – not many people will hear about the film
and it will not make a profit

What percentage of films in the UK cinema
are from the US (on average)?
90%

DISTRIBTORS

•They arrange for exhibition in theatres
•They deliver the prints to the cinemas.
•Collect receipts from exhibitors. (cinema ticket £)
•Decide when to release the film
•Control the rights to all outlets
(cinema, TV, home video etc)

What are the ways a film can be marketed before released in cinemas?
Premieres
Press Junkets/public
appearances
Tie-ins with 3rd parties
Festivals
Posters
TV/Cinema Trailers
The internet
Merchandising

http://www.suicidesquad.com/
• Web sites, featurettes, the making of etc

Merchandising
• DVDs/Blu Rays/downloads/purchasable
• Books
• Video Games
• Sound tracks
• Clothing
• Toys/Models

2006
$8 million budget
Distribution rigts
bought up by Fox
Searchlight at the
Sundance Film Festival
Box Office revenue
$100 m
Film Festivals

Decide WHEN to release a film

What time of year do people go to the cinema the most??
August

Cartoons School holidays

Horror Films
Hallowe'en

What % of a film’s revenue
comes from the box office?

< 20%film revenue comes
from the box office

So where does the rest of the
profit / income come from?
< 20%film revenue comes
from the box office

80% film revenue
comes from…
• Merchandising
• DVD/VOD/TV sales
• Tourism
• Eg Alnwick Castle (Harry Potter) 120% increase in sales

Englefield House Berkshire UK
• I
Which
film?

Marketing a Film
Promote it by:
• Stars
How else can it be promoted?

Promote it by:
• Stars
• Director
• Genre/subject matter?
Marketing a Film

Promote it by:
• Stars
• Director
• Genre/subject matter
Marketing a Film

Resumé
1. What is a Multi Media Conglomerate?
2. Name 5
3. What are the benefits of being part of a media conglomerate?
4. What are the disadvantages of being part of a media conglomerate?
5. What are the advantages of being an indie (independent) film company?
6. What are the disadvantages of being an indie (independent) film
company?

Additional Reading
https://www.telegraph.co.uk/films/2016/04/18/
the-jungle-book-the-making-of-disneys-most-
troubled-film/

EXTENSION
INSTITUTIONS
Film Industry – Production Roles
https://estream.reigate.ac.uk/View.aspx?id=2
153~4l~LqqhFjRd

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