film - The Jungle Book
advertising & marketing
ways to promote a film to an audience:
- involves all of the deals done to get films shown & promoted
- promotion involves:
- 'above the line' advertising - paid - funded as part of the project (e.g. trailers, spin offs, posters, billboards) - mutual benefit / interest to the film & other commercial agency (e.g. McDonalds Happy Meal w/ film theme)
- 'below the line' & related merchandise - publicity which is not paid for but still generates mutual benefit / interest (e.g. interview w/ star in newspaper / magazine / reviews)
marketing - The Jungle Book
merchandise - The Jungle Book
- Disney released a wide selection of new merch to tie w/ release
- can be customised w/ own messages @ DisneyStore.com
- e.g. mugs / t-shirts / pillows / lamp / canvas art / water bottles / soundtrack (Walt Disney Records)
advertising
advertising & cross promotion - The Jungle Book
- The Jungle Book's 1st TV spot during 2016 Super Bowl (teased prior) - generated 2nd-most brand mentions of movies advertised during the game - 2nd on Facebook movie ad engagement - one of the only movies to have a game-specific # to give viewers something specific to use - link to full spot posted on social networks (e.g. Instagram) after airing
- more TV spots - setup story of how animals in jungle are trying to help / hunt Mowgli - those helping try to return him to the human world - but focus on spectacle of visuals
- Kenzo: fashion retailer created limited-edition clothing line inspired by the movie & classic characters
- Airbnb: ran promotion offering $100 off treehouses - supported by co-branded TV spot (including footage from the movie)
- many online ads - most varying the key art - sometimes motion - w/ Twitter & Facebook ads (trailers / others)
- adult audience - Disney (march) circulated dramatic photographs that paired voice actors w/ onscreen characters - Idris Elba w/ Shere Khan tiger / Ben Kingsley w/ Bagheera panther / Lupita Nyong w/ Raksha wolf
the poster campaign - The Jungle Book
- sells lush visuals & all-star cast that voice characters - visual consistency across campaign
- new technologies (e.g. Photo-shop & graphic programmes) - eye-catching
poster analysis:
- young boy carrying flaming torch - background & foreground have flecks of fire so he is surrounded - foreshadows danger (for Mowgli's life)
- long scar on boy's chest - hurt - lack of innocence - subverses child stereotype
- Disney name & logo - recognised font - similar to Waltograph (designed by Justin Callaghan) - nostalgic for audience
- release date & formats - marketing
- actor name followed by character (different font / colour) - marketing
- mid shot of Mowgli staring ahead a little to the right - concentrated / determined facial expression - framing: centre so he's the focus of the movie / significant - representation: mature for a stereotypical child his age
- colour palette yellows & browns - warm colours - fire / family-friendly
- title of film centralised @ bottom in same font as the name - marketing
- triptych poster (3 individual images joined together) - initially released as 3 individual images on different days off the week - the new panel (unveiled fully via Twitter) - features animal cast w/ adaption to Rudyard Kipling's classic books - 1st detailed look @ Baloo / Mowgli / Shere Khan
- wildness comes alive - animals line up
- showcasting modern incarnations of familiar characters
intertexuality
- scenes reminiscent of "The Lion King" (one of the most popular Disney films)
- cross promotional / subliminal advertising ?
- shown through scenes / screenshot / script
ways to promote a film to an audience:
- social media & participatory media - sponsored ads / snapchat filters / 'sharing' button
- trailers - teaser trailers (shorter & more in advance) / cinema trailers
- well-known actors - fanbase / interviews
- print media - sides of buses / billboards / posters
- franchise
- brand names
- word-of-mouth
- websites
- clothing
- promotions
- involves all of the deals done to get films shown & promoted
- promotion involves:
- 'above the line' advertising - paid - funded as part of the project (e.g. trailers, spin offs, posters, billboards) - mutual benefit / interest to the film & other commercial agency (e.g. McDonalds Happy Meal w/ film theme)
- 'below the line' & related merchandise - publicity which is not paid for but still generates mutual benefit / interest (e.g. interview w/ star in newspaper / magazine / reviews)
marketing - The Jungle Book
- Disney made several smart marketing choices during lead-in to release - helped build hype - combined typical marketing approaches / special Disney opportunities / few unique techniques & messaging (particular to film) - each aspect of marketing w/ high skill & each part fits together - achieve max marketing impact
- Disney's method:
- each layer feeds into each previous layer
- begin w/ fanbase
- social media reached out to fanbase consistently later
- theme parks consistently offered fanbase more footage & merchandising
- stores targeted fans w/ merchandise
- trailers hammered home Disney brand - even when altering tone & visual imagery for each age / demographic - ect...
- fans started out as grassroots movement underlying the marketing
- foundation of fans energized & built up @ each new stage of marketing & promotion
- to emphasize the "immersive world" - Disney introduced a maze-like 'Law of the Jungle' website in partnership w/ female-leaning Tumblr - ran special promos @ IMAX theatres - focusing on the snake Kaa - created touring virtual-reality experience & 360° Facebook vid emphasizing the "Avatar"-like world of its jungle
- various corners of the Disney empire pitched in to promote "The Jungle Book" - New Year's Day stunt on the Disney Channel - portray film as one of the year's 1st blockbuster for families / children
- synergistic heavy lifting done by Disney theme parks - during jam-packed spring break weeks - park theatres in Florida & California offered sneak-peek footage of the movie / Favreau providing instructions - many theme park stores that sell Disney merchandise had "The Jungle Book" sections - Disney built photogenic "The Jungle Book" sand sculptures @ animal kingdom & Epcot parks in Florida
- Disney Magic Castle logo for female demographic - Disney aggressively & repeatedly pitched "The Jungle Book" to male demographic on ESP & others - coming from studio that made "Pirates of the Caribbean" (not "Cinderella") - extended 3D trailer linked to "Star Wars: The Force Awakens" - 58% male audience - Disney rolled out action-orientated trailer during the Super Bowl
- aiming Hispanic market - Disney teamed w/ Univision for 5-week stunt that brought "The Jungle Book" characters & clips to telenovelas, talk shows & sports coverage - Disney built tool to allow Univision personalities to appear in scenes
- major push to have bloggers write on the theme that Favreau used sophisticated, hi-tech filmmaking techniques - create animal characters & make them compelling - overcome any resistance to "talking animals" concept
- keep film from looking too childish - appeal to finicky high school audience - older siblings influence younger siblings - Disney consciously filled 1st trailer w/ scary moments (pouncing tiger / snarling tiger / stampeading buffalo) & hid musical numbers & kept Baloo's goofy moments minimal
- social media
- large Facebook / Instagram / Twitter campaign
- YouTube & viral marketing campaigns
- adult audience - Disney (march) circulated dramatic photographs that paired voice actors w/ onscreen characters - Idris Elba w/ Shere Khan tiger / Ben Kingsley w/ Bagheera panther / Lupita Nyong w/ Raksha wolf
merchandise - The Jungle Book
- Disney released a wide selection of new merch to tie w/ release
- can be customised w/ own messages @ DisneyStore.com
- e.g. mugs / t-shirts / pillows / lamp / canvas art / water bottles / soundtrack (Walt Disney Records)
advertising
advertising & cross promotion - The Jungle Book
- The Jungle Book's 1st TV spot during 2016 Super Bowl (teased prior) - generated 2nd-most brand mentions of movies advertised during the game - 2nd on Facebook movie ad engagement - one of the only movies to have a game-specific # to give viewers something specific to use - link to full spot posted on social networks (e.g. Instagram) after airing
- more TV spots - setup story of how animals in jungle are trying to help / hunt Mowgli - those helping try to return him to the human world - but focus on spectacle of visuals
- Kenzo: fashion retailer created limited-edition clothing line inspired by the movie & classic characters
- Airbnb: ran promotion offering $100 off treehouses - supported by co-branded TV spot (including footage from the movie)
- many online ads - most varying the key art - sometimes motion - w/ Twitter & Facebook ads (trailers / others)
- adult audience - Disney (march) circulated dramatic photographs that paired voice actors w/ onscreen characters - Idris Elba w/ Shere Khan tiger / Ben Kingsley w/ Bagheera panther / Lupita Nyong w/ Raksha wolf
the poster campaign - The Jungle Book
- sells lush visuals & all-star cast that voice characters - visual consistency across campaign
- new technologies (e.g. Photo-shop & graphic programmes) - eye-catching
poster analysis:
- young boy carrying flaming torch - background & foreground have flecks of fire so he is surrounded - foreshadows danger (for Mowgli's life)
- long scar on boy's chest - hurt - lack of innocence - subverses child stereotype
- Disney name & logo - recognised font - similar to Waltograph (designed by Justin Callaghan) - nostalgic for audience
- release date & formats - marketing
- actor name followed by character (different font / colour) - marketing
- mid shot of Mowgli staring ahead a little to the right - concentrated / determined facial expression - framing: centre so he's the focus of the movie / significant - representation: mature for a stereotypical child his age
- colour palette yellows & browns - warm colours - fire / family-friendly
- title of film centralised @ bottom in same font as the name - marketing
- triptych poster (3 individual images joined together) - initially released as 3 individual images on different days off the week - the new panel (unveiled fully via Twitter) - features animal cast w/ adaption to Rudyard Kipling's classic books - 1st detailed look @ Baloo / Mowgli / Shere Khan
- wildness comes alive - animals line up
- showcasting modern incarnations of familiar characters
intertexuality
- scenes reminiscent of "The Lion King" (one of the most popular Disney films)
- cross promotional / subliminal advertising ?
- shown through scenes / screenshot / script
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