Media Industries- The Jungle Book and Disney Productions
Film- Media Industries- The Jungle Book
Examples of horizontal Integration
- Marvey
- Pixar
They are both owned by Disney.
Whereas, vertical is the production and merch of something produced directly by Disney Studios.
Hulu Subsription- 5.99/month
Bundle- Hulu, Disney Plus and ESPN- 12.99/month
Conglomerate- different companies stuck otgether, working together.
Conglomerization takes place in the Walt Disney Company with ABC, ESPN, Disney Theme Parks, Pixar, Marvel, and Radio Disney.
Horizontal integration is when Disney develops material that is not directed toward their target market. This allows Disney to expand business and create a new target market giving them more profit. An example of this is the purchase of Marvel with the film Iron Man. Vertical integration is when Disney has to produce, market, distribute, and create merchandise for their product. An example of this can be seen thanks to the High School Musical series.
https://disneycompanyprofile.weebly.com/studio-entertainment.html
Hesmondaghl`s cultural Industries theory
Minimise risk and maximise profit
The company must be vertically or horizontally integrated
Horizontal- when a company buys out competing companies/ which make similar products therefore they grow and beocme bigger as a company/ increasing the power.
Vertical integration is the process of developing, marketing, production and advertising.
It may buy out a production comapny therefore they work together.
Another way of maximisng profit and minimising risk is diversifying and working across different platforms, such as streaming or cinema.
Taking advantage of what is successful and popular.
Looking at what is already successful and repeating it. Eg. Fast and Furious 1, 2, 3, 4, 5, 6,7
Releasing a product at once around the world is a good decision in order to minimise the risk.
Releasing a product at stages.
Markeitng strategies- social media pages and website, increasing the popularity of products.
Horizontal aned vertical integration allows the company to get rid of the competition abd equally make it grow and develop further.
Immersive- encaged/ a feeling that you are in the game
Junlge Book- CGI animation
Celebrity Appeal
Scarlett Johansson- Kaa
Scarlett Ingrid Johansson is an American actress and singer. The world's highest-paid actress since 2018, she has made multiple appearances in the Forbes Celebrity 100. Her films have grossed over $14.3 billion worldwide, making Johansson the third-highest-grossing box office star of all time.
She has contributed in Marvel and Avengers.
Idirs Elba- The Suicide Squad, Fast and Furious and Avengers
Ben Kingsley- Iron Man 3
https://christhilk.com/2016/04/13/the-jungle-book-marketing/
The Jungle Book is described by live action as the film is CGI animated.
Motion picutre company technologies.
https://www.mpc-rnd.com/articles/
Technologies:
- previsualisation
- green screen
- fur
- xxx
https://ideas.fandom.com/wiki/The_Jungle_Book_2_(2020)
The Jungle Book 2 is a live-action sequel based after The Jungle Book (2016), an American fantasy adventure film directed and produced by Jon Favreau, produced by Walt Disney Pictures, and written by Justin Marks. Based on Rudyard Kipling's eponymous collective works and inspired by Walt Disney's 1967 animated film of the same name. It will be released in 2020, after the live-action The Lion King in 2019.
Synergies
Disney Subsidiaries
The Jungle Book was released in April 2016 across 70 different national territories.
Red Camera
Red Digital Cinema was founded by Jim Jannard, who had previously founded Oakley. As a self-described "camera fanatic" owning over 1,000 models, Jannard started the company with the intent to deliver an (relatively) affordable 4K digital cinema camera.
Exam Practice- Media Industries
The Jungle Books and production industries- Walt Disney Productions
1. Explain how films can be marketed to become Global Brands. Refer to the Jungle Book film in your answer.
To begin with, the original and first version of the Jungle Book was released in 1967 and later on in 2016, it released a new version.
The Jungle Book was made by Disney Studios under the production company of Walt Disney Productions which is a famous film studio in Hollywood that specialises in animated cartoons.
In the past, the main production of films was via the cinema however nowadays it has become much more difficult to make profit out of only distributing films via the cinema. Therefore, a number of other media platforms have been introduced where the film can be distributed. Fore example this can be done through merchandising. According to Hesmondaghl`s theory of cultural industries, what is most important for the producers and in this the producers of the The Jungle Book is to minimise risk and maximise profit. For example, the production company of The Jungle Book which is Walt Disney studios has done this in a number of ways such as by being vertically as well as horizontally integrate which has helped to maximise the efficiency of the supply and distribution of the product- the film. Thge horizontal integration is when the a material is introduced which is not directed towards their target market. This has allowed Disney to expand business and create a new target market giving them more profit. An example of this is the purchasing of Marvel and Iron Man. This shows Disney`s ownership of other production companies. Whereas, the vertical integration is when Disney has to produce, market and distribute and create mechandise for their project. And therefore an example of this can be see in the High School Musical series.
Another way of maximisng profit and minimising risk identified by Hesmondaghl is diversifying and working across different platforms, not only cinema, but for example by streaming. This can be seen in the production of The Jungle Book as a result of the company of Walt Disney studies establishing vertical integration with `Hulu`. Hulu, is a U.S.-based subscription video on demand service fully controlled and owned by Walt Disney Company. Hulu offers services in the US and Japan, this therefore shows how The Jungle Book has increased its popularity in another country such as Japan. Furthermore, The Jungle Book is available in other streaming services such as Netflix. Netflix is similar to Hulu as it is a subscription video service available almost worldwide, only excluding a small number of countries. There subscriptions for Netflix varry depending on the package you select. They vary from 5.99 to 9.99 a month which allows the audiences and the people that have subscribed to it to watch an unlimited number of films available on there. This has led to The Jungle Book film`s popularity to increase as it is now available to be watched and streamed in almost all countries around the world.
Another way in which the, film The Jungle Book has been marketed to become a global brand can be seen through the number of Posters being produced. For example, there are posters in anumber of languages including English, Asian languages (Chinese and Japanese), Hindi and other European languages. This means, that it the targett market is globally as posters for the film appear in a high number of languages to appeal to high amount of people in different countries around the world.
On social media, the film can be seen as being marketed through the app Snapchat. Lenses and filters of the film were available after the 2016 version was released showing which has increased its popularity as nowadays the majority of young people as well as middle aged people are on social media such as snapchat which has made people aware that the film was released.
Moreover, there are Facebook pages of the Jungle Book which is another social media app, where there is information about the film as well as the page has uploaded the film`s trailer of the 2016 version as well as the 1967 version. This allows quick access to the trailer of the film, once again making people aware of it and increasing their interest. And lastly, a way in which the marketin go fthe film has made it globally popular and the company a global brand can be seen through vertical integration such as theme parks which in different coutries which offer rides related to the Jungle Book.
The streaming services, which include the film The Jungle Book as mentioned Hulu as well as Netflix, have allowed the distribution of the film to be over a number of platforms such as mobile, tablet, computer etc.. rather than only being availale on the cinemas. The factors discussed have all led to The Jungle Book`s popularity to increase and become global through its marketing strategies. This has consequently led its success as a global brand and therefore resulting in $966 million profit worldwide, with the production cost bein only $175 million.
- Can talk about merchandise eg toys and other products relating to the Jungle Book
- Can link this to Disney`s theme parks, including Paris and USA disneyland as well as other theme parks which include rides related to the Jungle Book.
Production and technology
https://www.ocr.org.uk/Images/428806-the-jungle-book-1967-and-2016-teacher-guide.pdf
https://www.romper.com/p/was-the-jungle-book-shot-entirely-on-green-screen-the-cgi-is-stunningly-lifelike-8800
https://www.cinemablend.com/news/1628040/why-the-jungle-book-needs-to-win-best-visual-effects
https://www.businessinsider.com/the-jungle-book-without-cgi-2016-4?r=US&IR=T#the-jungle-book-is-being-hailed-one-of-the-most-visually-stunning-movies-of-the-year-thanks-to-its-beautiful-jungle-and-striking-animals-1
https://www.ibc.org/create-and-produce/the-jungle-book-advancing-virtual-production/1871.article
Ownership, distribution and control Making money out of producing films to be shown at the cinema is very difficult. This is because there are so many other media platforms the film can be sold by, for example, through merchandising.
Media Platforms
- merchandising
- streaming
Vertical integration
When a media company owns different businesses in the same chain of production and distribution. Media synergy Using a single-sourced idea to create multiple selling points and products.
Horizontal integration
When a media company creates a chain of goods or services across different divisions, often subsidiaries of the same company. Licensing deal A legal contract between two parties, which grants a deal over a brand or product.
- Marvey
- Pixar
They are both owned by Disney.
Whereas, vertical is the production and merch of something produced directly by Disney Studios.
Disney products can be seen in many different stores and places. For example, a hug number of Disney products are sold in stores such as Primark.
Horizontal integration can be seen through the ful production companies owned by Disney such as
- Marvel
- Pixar
- Lucafilm
-
Hulu Subsription- 5.99/month
Bundle- Hulu, Disney Plus and ESPN- 12.99/month
Conglomerate- different companies stuck otgether, working together.
Conglomerization takes place in the Walt Disney Company with ABC, ESPN, Disney Theme Parks, Pixar, Marvel, and Radio Disney.
Horizontal integration is when Disney develops material that is not directed toward their target market. This allows Disney to expand business and create a new target market giving them more profit. An example of this is the purchase of Marvel with the film Iron Man. Vertical integration is when Disney has to produce, market, distribute, and create merchandise for their product. An example of this can be seen thanks to the High School Musical series.
https://disneycompanyprofile.weebly.com/studio-entertainment.html
Hesmondaghl`s cultural Industries theory
Minimise risk and maximise profit
The company must be vertically or horizontally integrated
Horizontal- when a company buys out competing companies/ which make similar products therefore they grow and beocme bigger as a company/ increasing the power.
Vertical integration is the process of developing, marketing, production and advertising.
It may buy out a production comapny therefore they work together.
Another way of maximisng profit and minimising risk is diversifying and working across different platforms, such as streaming or cinema.
Taking advantage of what is successful and popular.
Looking at what is already successful and repeating it. Eg. Fast and Furious 1, 2, 3, 4, 5, 6,7
Releasing a product at once around the world is a good decision in order to minimise the risk.
Releasing a product at stages.
Markeitng strategies- social media pages and website, increasing the popularity of products.
Horizontal aned vertical integration allows the company to get rid of the competition abd equally make it grow and develop further.
Immersive- encaged/ a feeling that you are in the game
Junlge Book- CGI animation
Celebrity Appeal
Scarlett Johansson- Kaa
Scarlett Ingrid Johansson is an American actress and singer. The world's highest-paid actress since 2018, she has made multiple appearances in the Forbes Celebrity 100. Her films have grossed over $14.3 billion worldwide, making Johansson the third-highest-grossing box office star of all time.
She has contributed in Marvel and Avengers.
Idirs Elba- The Suicide Squad, Fast and Furious and Avengers
Ben Kingsley- Iron Man 3
https://christhilk.com/2016/04/13/the-jungle-book-marketing/
The Jungle Book is described by live action as the film is CGI animated.
Motion picutre company technologies.
https://www.mpc-rnd.com/articles/
Technologies:
- previsualisation
- green screen
- fur
- xxx
https://ideas.fandom.com/wiki/The_Jungle_Book_2_(2020)
The Jungle Book 2 is a live-action sequel based after The Jungle Book (2016), an American fantasy adventure film directed and produced by Jon Favreau, produced by Walt Disney Pictures, and written by Justin Marks. Based on Rudyard Kipling's eponymous collective works and inspired by Walt Disney's 1967 animated film of the same name. It will be released in 2020, after the live-action The Lion King in 2019.
Synergies
Disney Subsidiaries
The Jungle Book was released in April 2016 across 70 different national territories.
Red Camera
Red Digital Cinema was founded by Jim Jannard, who had previously founded Oakley. As a self-described "camera fanatic" owning over 1,000 models, Jannard started the company with the intent to deliver an (relatively) affordable 4K digital cinema camera.
Exam Practice- Media Industries
The Jungle Books and production industries- Walt Disney Productions
1. Explain how films can be marketed to become Global Brands. Refer to the Jungle Book film in your answer.
To begin with, the original and first version of the Jungle Book was released in 1967 and later on in 2016, it released a new version.
The Jungle Book was made by Disney Studios under the production company of Walt Disney Productions which is a famous film studio in Hollywood that specialises in animated cartoons.
In the past, the main production of films was via the cinema however nowadays it has become much more difficult to make profit out of only distributing films via the cinema. Therefore, a number of other media platforms have been introduced where the film can be distributed. Fore example this can be done through merchandising. According to Hesmondaghl`s theory of cultural industries, what is most important for the producers and in this the producers of the The Jungle Book is to minimise risk and maximise profit. For example, the production company of The Jungle Book which is Walt Disney studios has done this in a number of ways such as by being vertically as well as horizontally integrate which has helped to maximise the efficiency of the supply and distribution of the product- the film. Thge horizontal integration is when the a material is introduced which is not directed towards their target market. This has allowed Disney to expand business and create a new target market giving them more profit. An example of this is the purchasing of Marvel and Iron Man. This shows Disney`s ownership of other production companies. Whereas, the vertical integration is when Disney has to produce, market and distribute and create mechandise for their project. And therefore an example of this can be see in the High School Musical series.
Another way of maximisng profit and minimising risk identified by Hesmondaghl is diversifying and working across different platforms, not only cinema, but for example by streaming. This can be seen in the production of The Jungle Book as a result of the company of Walt Disney studies establishing vertical integration with `Hulu`. Hulu, is a U.S.-based subscription video on demand service fully controlled and owned by Walt Disney Company. Hulu offers services in the US and Japan, this therefore shows how The Jungle Book has increased its popularity in another country such as Japan. Furthermore, The Jungle Book is available in other streaming services such as Netflix. Netflix is similar to Hulu as it is a subscription video service available almost worldwide, only excluding a small number of countries. There subscriptions for Netflix varry depending on the package you select. They vary from 5.99 to 9.99 a month which allows the audiences and the people that have subscribed to it to watch an unlimited number of films available on there. This has led to The Jungle Book film`s popularity to increase as it is now available to be watched and streamed in almost all countries around the world.
Another way in which the, film The Jungle Book has been marketed to become a global brand can be seen through the number of Posters being produced. For example, there are posters in anumber of languages including English, Asian languages (Chinese and Japanese), Hindi and other European languages. This means, that it the targett market is globally as posters for the film appear in a high number of languages to appeal to high amount of people in different countries around the world.
On social media, the film can be seen as being marketed through the app Snapchat. Lenses and filters of the film were available after the 2016 version was released showing which has increased its popularity as nowadays the majority of young people as well as middle aged people are on social media such as snapchat which has made people aware that the film was released.
Moreover, there are Facebook pages of the Jungle Book which is another social media app, where there is information about the film as well as the page has uploaded the film`s trailer of the 2016 version as well as the 1967 version. This allows quick access to the trailer of the film, once again making people aware of it and increasing their interest. And lastly, a way in which the marketin go fthe film has made it globally popular and the company a global brand can be seen through vertical integration such as theme parks which in different coutries which offer rides related to the Jungle Book.
The streaming services, which include the film The Jungle Book as mentioned Hulu as well as Netflix, have allowed the distribution of the film to be over a number of platforms such as mobile, tablet, computer etc.. rather than only being availale on the cinemas. The factors discussed have all led to The Jungle Book`s popularity to increase and become global through its marketing strategies. This has consequently led its success as a global brand and therefore resulting in $966 million profit worldwide, with the production cost bein only $175 million.
- Can talk about merchandise eg toys and other products relating to the Jungle Book
- Can link this to Disney`s theme parks, including Paris and USA disneyland as well as other theme parks which include rides related to the Jungle Book.
2. Discuss
the advances in technology within the film industry referring to the JB 1967
and 2016 in
your answer. Explain how
these advances are useful in attracting a wider audience.
The Jungle Book is a film produced by Wal Disney Pictures and directed by Jin Favreau.
The first original film was released in 1967 as an animation, however later on in 2016 the second version of the film was released. The main difference between the 1967 and 2016 versions is that the 2016 version was not an animation and the technology used in the produciton of the second version was much more advanced showing the use of high tech and complex newly developed technology.
The Jungle Book is a film produced by Wal Disney Pictures and directed by Jin Favreau.
The first original film was released in 1967 as an animation, however later on in 2016 the second version of the film was released. The main difference between the 1967 and 2016 versions is that the 2016 version was not an animation and the technology used in the produciton of the second version was much more advanced showing the use of high tech and complex newly developed technology.
The version of 1967 Jungle Book is a cartoon version therefore the technology at the time ofthe production was not as developed therefore the 1967 version of The Jungle Book offered an animated version, whereas the 2016 new version`s production included the usage of a high number of high-tech technologies, which has therefore portrayed the ideology of realism.
The 1967 version`s main tehnology was cel animation, pioneering the art of storyboarding and developing the use of the multiplane to created an early 3D like effect.
Changes of the technology uses can be seen in the production of the 2016 version. For example, te technologies used in the 2016 new and `updated` verison include, the use og CGI format which shows the development of the 50 year old film. CGI stands for computer- generated imagery, which is the application of computer graphics to create or contribute to images in art, printed media video games, films, television programs etc...
This has enabled, the 2016 version to become a live-action film as it combines live action and animated animals interacting on screen. The animals and the landscapes used for the 2016 version were created on computer by the British digital effects house MPC- Moving Picturees Company. This tehchnology which was not yet introduced back when the 1st version 1967 was released, has helped to achieve the theme of `reality` for the 2016 version as the animals, seem like real life animals as well as the locatins- the jungle.
The colours used for the 1967 look quite worn out and dull, whereas the colours for the 2016 version ar emuch more in bold and saturated which has also contributed to the ideology of realism being portrayed. Furthemoore, the backgrounds of the 1967 version were hand painted, highlighting the lack of technology, except the waterfall, which consisted of footage of the Angel Falls in Venezuela. In some parts, scenery was was used in both foreground and bottom and filmes with the multi-plane camera to create a notion of depth.
As mentioned already, the 1967 version was a cartoon and animated verison therefore as a result of it being `cartoon` the target market for the film back then would have been mainly targetted at childre, as the sounds and visuals can be descibed as being `childish` whereas with the development of the 2016 version of the film and it being highly realistic the socio demograph target market of the film has increased and developed as it is no longer only suitable for the consumption of children, as its target market has opened allowing the film to be suitable for middle aged people as all the characters seem real therefore the film is no longer `childish` due to the cartoon 1967 version.
Another, main technology used in the production of the 2016 film includes Previsualisation. This is the visualising of complex scenes in a movie before filming. During the production of the film, it required meticulous pre- planning via the creation of detailed computer animations. A motion- capture stage was used to capture the movement of human performers acting as animals. The animators created more detailed animation from this in order to refine the action. Therefore, in the post- production, when animators created the animal performances and digital artist built the CG jungle (using CGI), the previsualisation was used to refer back to, as a guide.
In addition, even though the name of the film is `The Jungle Book`, not one frame of `The Jungle Book` was actually shot in the jungle. Most of the film was filmed against a green screen with some parts filmed against blue-coloured screens , so any on-set greenery would provide contrasts. This screens work by placing actors in front of solid green or blue screens and then in the post- propduction those screens are digitally replaced with additional backgrounds and the CGI characters developed , in the case of The Jungle Book, with the animals.
One of the main companies, that was part of the production of the 2016 version was the Biritsh company MPC, which was responsible for developing the virtual reality tools for use in sequence and character design.
The use of all of the above technology and visual effects and CGI, have contributed the most in the increase of audience, as they had a direct impact on the audience. The audience was very impressed and surprised how, the production is entirely based on digitally generated environments, characters as well as animals. The prodcution of the film was seen by the audience as a creation of an `entire world` at which the film was based in. All of the technology used resulted in the film looking so realistic, which therefore convinced the audience to feel like they are almost part of the film, living and breathing in the jungle.
As a result of the this, the The Jungle Book`s 2016 version won a number of awards, with the majority of the awards related to the amazing successful use of the visual effects such as the `Academy award for best visual effects` won in 2017.
The colours used for the 1967 look quite worn out and dull, whereas the colours for the 2016 version ar emuch more in bold and saturated which has also contributed to the ideology of realism being portrayed. Furthemoore, the backgrounds of the 1967 version were hand painted, highlighting the lack of technology, except the waterfall, which consisted of footage of the Angel Falls in Venezuela. In some parts, scenery was was used in both foreground and bottom and filmes with the multi-plane camera to create a notion of depth.
As mentioned already, the 1967 version was a cartoon and animated verison therefore as a result of it being `cartoon` the target market for the film back then would have been mainly targetted at childre, as the sounds and visuals can be descibed as being `childish` whereas with the development of the 2016 version of the film and it being highly realistic the socio demograph target market of the film has increased and developed as it is no longer only suitable for the consumption of children, as its target market has opened allowing the film to be suitable for middle aged people as all the characters seem real therefore the film is no longer `childish` due to the cartoon 1967 version.
Another, main technology used in the production of the 2016 film includes Previsualisation. This is the visualising of complex scenes in a movie before filming. During the production of the film, it required meticulous pre- planning via the creation of detailed computer animations. A motion- capture stage was used to capture the movement of human performers acting as animals. The animators created more detailed animation from this in order to refine the action. Therefore, in the post- production, when animators created the animal performances and digital artist built the CG jungle (using CGI), the previsualisation was used to refer back to, as a guide.
In addition, even though the name of the film is `The Jungle Book`, not one frame of `The Jungle Book` was actually shot in the jungle. Most of the film was filmed against a green screen with some parts filmed against blue-coloured screens , so any on-set greenery would provide contrasts. This screens work by placing actors in front of solid green or blue screens and then in the post- propduction those screens are digitally replaced with additional backgrounds and the CGI characters developed , in the case of The Jungle Book, with the animals.
One of the main companies, that was part of the production of the 2016 version was the Biritsh company MPC, which was responsible for developing the virtual reality tools for use in sequence and character design.
The use of all of the above technology and visual effects and CGI, have contributed the most in the increase of audience, as they had a direct impact on the audience. The audience was very impressed and surprised how, the production is entirely based on digitally generated environments, characters as well as animals. The prodcution of the film was seen by the audience as a creation of an `entire world` at which the film was based in. All of the technology used resulted in the film looking so realistic, which therefore convinced the audience to feel like they are almost part of the film, living and breathing in the jungle.
As a result of the this, the The Jungle Book`s 2016 version won a number of awards, with the majority of the awards related to the amazing successful use of the visual effects such as the `Academy award for best visual effects` won in 2017.
Production and technology
https://www.ocr.org.uk/Images/428806-the-jungle-book-1967-and-2016-teacher-guide.pdf
https://www.romper.com/p/was-the-jungle-book-shot-entirely-on-green-screen-the-cgi-is-stunningly-lifelike-8800
https://www.businessinsider.com/the-jungle-book-without-cgi-2016-4?r=US&IR=T#the-jungle-book-is-being-hailed-one-of-the-most-visually-stunning-movies-of-the-year-thanks-to-its-beautiful-jungle-and-striking-animals-1
https://www.ibc.org/create-and-produce/the-jungle-book-advancing-virtual-production/1871.article
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