The jungle book- marketing eassy

Essay on Marketing/Circulation

The Walt Disney Company, is a multinational mass media and entertainment conglomerate, the company is also controlling The Walt Disney Studio and Walt Disney Productions. The conglomerates help the investment into the film. Disney is the world’s 2^nd largest conglomerate following Comcast (Universal studios). Disney is part of the big six also including; 21^st century fox, Comcast, Paramount, Sony, Warner Bros. Disney is in charge of studios such as Marvel, Pixar and Lucasfilm which are all major conglomerates. Disney is a leading the way in children movies for example, Cinderella, The little mermaid and Toy Story. Due to the extremely high number of children watching these movies they idolise the characters and wish to be like them and therefore Disney are able to open multiple stores across the world and sell merchandise related to the films and characters.

Jon Favreau introduced the film as a film for an all age audience with all the special effects and real looking animals. The fact real people are in the movie shows how different it is to the original and how the way of introducing is important as this would attract a wider range of audience. As the trailer showed slightly violent scenes, it suggests there is action involved which would appeal to the older audience. Also, there is a well-known cast which the older audience would know and this would be interesting to them. Disney circulated photographs of paired actors with their onscreen characters e.g. Scarlett Johansson and her onscreen character, Karr and Idris Elba with his onscreen character of Sheer Khan as well as the rest of the cast. This provided a powerful insight into the more sinister side of the modern re-make and also offers a new variety of merchandise that can be sold.

Kenzo collaborated with Disney to create jungle book themed clothing for all ages. Snapchat created a live poster for the jungle book a week before any posters got released. The atmosphere in the new trailer is more sinister and attracts a different audience like whole families where the parents will want to take their kids to the cinema instead of the kids wanting t see it more than their parents compared to the old ones. The jungle book used famous jazz singers to promote the film as they produced the soundtrack which turned out to be prolific to the film. Whereas nowadays they used Actors because people see actors as role models. Disney Vault. The "Disney Vault" is the term used by Walt Disney Studios Home Entertainment for its policy of putting many of its most popular home video releases of Walt Disney Animation Studios’ animated features on moratorium.

Conclusion

To conclude, marketing has obviously changed. You could argue that with its licensing deals with Kenzo and its focus on aggressively targeting a secondary audience to build profits on the back of a family audience who always turn out for Disney films you could argue that Disney have grown smarter and more precise with their planning, however we must also not forget that there are still lots of similarities between the two eras, for example the use of stars and red carpet premieres to promote a film remains in place as does the creation of character posters and trailers as the fundamental basics of  Disney marketing so to me what is  forgotten is that Disney as a conglomerate have always been a master at marketing, it is why they are the number one entertainment conglomerate in the world and  yes some of the practices have changed but the whole reason why there was new version of The Jungle Book in the first place was because of the success of the first film, a success driven by an effective marketing campaign.