This document provides information and examples about how Disney's 2016 film adaptation of The Jungle Book was marketed. It discusses various marketing strategies used, including social media campaigns, virtual reality experiences, tie-in merchandise, and television commercials. Posters and trailers for the film are analyzed in terms of how they represent characters and target different audiences through imagery and media language.

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…
 Publicity stunt
 Teaser trailer
 Interactive Facebook page
 Visually compelling website
 Social network campaigns
 Auction props used in films
 Social competitions & quizzes
 Celebrity & brand partnerships
 Hashtags and memes
 Vines

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
 Billboards
 Film trailers
 posters
 Give examples of ‘below the line’
 Face to face promotion
 Pamphlets
 Discount coupons

4. Marketing – The Jungle Book 1967
 Give several examples of how the Jungle Book was marketed in 1967
 Used movie signs, cinema signs and word of mouth due to the lack of social media
and internet
 As Disney was already household name it was a very successful film with families
 In 1991 they released the film on VHS as part of Walt Disney Classics
 Then in later it was released on DVD and Blu-ray
 Budget was $4,000,000 and it grossed $141,843,612

5. 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)

6. 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

7. 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

11. 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.

12. 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 theaters 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 theaters 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.

13. 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.

14. Upload the various Posters and Trailers
1967
2016

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? Posters try not to give too
much away but use bright colours and lighting to attract the public.
 Any specific representations seen? Baloo is shown as a kind caring character,
while shere khans posture shows him as sly and evil.

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. Well known name of film
promotion/ modern take on
new film title text.
The deep red is a
vicious and harsh colour
to promote violence
and action throughout
the film showing that
the film is fit for all
audiences.
His eyes are fixed onto
something show
intensity
Promotion of actor to make
the film a blockbuster as has
a famous child actor.
Fire shows weapon and
improves the atmosphere
Scar shows action
and violence
company
Promotion of
viewing

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)

20. Shere Khan is
shown to have a
fierce face, we can
tell he’s going to
be an evil
character.
Shere khan is in
the foreground
and in the centre
of the poster to
show how
dominant he is
All the other animals
are right in the
background to show
they are less
dominant then Shere
Khan
The bright
colours in the
background
show happiness,
which contrasts
with Shere Khan
in the
foreground
The cast are shown,
which include
actors and
actresses that are
very well known

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