The Jungle Book Marketing

How has disney marketed the jungle book to maximese audience?

Disney maximized its audience for The Jungle Book 2016 through marketing strategies their first for the movie being during the D23 convention in Anaheim, California in 2015 for Disney fans they showed a sneak peek for the new upcoming jungle book to a 7800 seat arean in 2016 and handing out 1000s of posters. This was presented by 3 stars of the movie Lupita Nyong'o, Neel Sethi and Ben Kingsley who were very well received at the event. This meant that the first social media buzz would be created by the attendees of this convention which would be positive because it was delivered to Disney superfans making the initial responses to the film positive attracting audiences in. Similarly, JB16 used lots of star marketing by in the trailer having sections dedicated to listing all the big Hollywood stars involved and other previous successful movies the directors have worked on. A series of photos was also released in March before the movie’s release of the famous voice actors and their animated characters. This creates the impression to the audience that it must be good because it includes so many popular celebrities increasing the buzz to come and see it because people’s favorite actors are involved. To appeal specifically to adults Disney purposefully animated the characters in the most un-cartoon like way possible to ensure it looked darker and more adult. Jon Favreau made it known to entertainment news sites that it used sophisticated film making techniques to create the animals in order to attract an older audience, so it does not appear as solely a kid’s film. To appeal to teenagers maximizing the audience further, Disney packed the first trailer full of scary moments and hid the musical elements and baloos goofy moments as it was hoped it would spark interest in teens who would influence their younger siblings to see it. To maximize the audience even further Disney aggressively marketed towards men as generally speaking women are more interested by Disney. This included aligning the film with the director of iron man and an extended 3d trailer attached to Star Wars which has a 58% male audience. All these different marketing strategies had the intention of enticing in different groups within society by targeting them in different ways in order to maximizes the audience as widely as possible.

What impact has technology had on the marketing of the jungle book?

The advancements in technology away from traditional film marketing such as posters and trailera mean that audiences can be absolutly maximised. Through technology Disney has been able to reach out to differnet groups in society. For example Disney uploaded an interactive snapchat filter targetted towards teens and young adults. Using different social media platforms such as snapchat means they have a very wide reach to their audience. 

"What's interesting about the film is we are telling an old story with new technology, and that’s bled over into other aspects of film and promotion," Favreau said. "We had an extremely sophisticated technological landscape that we were dealing with day to day as we created the film. Now, as we explore the means by which we share it with people, technology seemed like a very inherent part of the whole live action jungle book movie."