Media production means the making of a motion picture, television show, video, commercial, Internet video, or other viewable programming provided to viewers via a movie theatre or transmitted through broadcast radio wave, cable, satellite, wireless, or Internet. The action of making or manufacturing from components or raw materials, or the process of being so manufactured.
Distribution (or place) is one of the four elements of the marketing mix. Distribution is the process of making a product or service available for the consumer or business user who needs it. This can be done directly by the producer or service provider, or using indirect channels with distributors or intermediaries. The action of sharing something out among a number of recipients.
Exchange- an act of giving one thing and receiving another (especially of the same kind) in return.
The Jungle Book (1967) is comparable to The Jungle Book (2016). According to the OCR specification: The Jungle Book (2016) has taken over 1 billion US dollars already at the cinema box office alone (and will generate more income as a DVD/Blu-ray disc and online). The film has a clear pattern of production, distribution and circulation that can be easily distinguished and is a film production from a major studio.
The Jungle Book (1967) is a historically significant media product and film text. The 1967 film is currently one of the most successful films of all time (it has taken over 100 billion US dollars) and followed a traditional pattern of production, distribution and circulation, although it enjoyed a ‘second life’ on video and DVD.
The Jungle Book (1967) is over 50 years old.
It is a very successful film and to date has grossed over $100 billion.
The Jungle Book was made by Disney Studios under the production company of Walt Disney Productions, a famous film studio in Hollywood that specialises in animated cartoons.
The film is often described as an animated musical comedy.
Other Disney texts from the same director, Wolfgang Reitherman, include One Hundred and One Dalmatians (1961) and The Sword in the Stone (1963).
The production of The Jungle Book (1967) involved a specialised and institutionalised method of media production, which for Disney is animation and is still crucial to the studio’s brand identity to this day.
The Jungle Book (1967) was produced by Walt Disney Studios and cost $4 million to make.
Walt Disney Studios is an American film studio based in Hollywood; between 1937 and 2016 it produced 56 animation films.
During this long history, Walt Disney Studios has been considered the best animation company in film production, and as recently as 2007 Walt Disney Animation Studios purchased Pixar Animation Studios.
This is a typical characteristic of a media conglomerate that has enough money and power to take over its competitors.
The Jungle Book (1967) is a prime example of such high-cost and top-quality animation
Media conglomerate:
A media group or media institution that owns numerous companies involved in mass media enterprises, such as television, radio, publishing, motion pictures, theme parks or the internet. Conglomerates are usually global in size and reach.
Historical context
The 1967 film is important to Disney Studios’ history – it is a magical landmark film that is among the best ever written for Disney and includes the Oscar-nominated songs ‘The Bare Necessities’ and ‘I Wanna Be Like You’.
The original soundtrack for The Jungle Book was also the first to achieve gold disc status in the USA for an animated feature film.
The Jungle Book (1967) itself is premised on an imaginative interpretation of Rudyard Kipling’s The Jungle Book, and the film credits a notable cast and production team that had been in place and had worked together in the studio – at this time still a family-run business – for a number of years.
The racialized representations of the 1967 film were not repeated in the 2016 version and perhaps reflect the institutionalised racism of America at the time where races were segregated.
Economic contexts
By the time The Jungle Book was released Disney was already a successful film company, and the Disney Corporation was diversifying into theme parks (Disneyland), television series and merchandising deals. These were set up through its distribution arm, Buena Vista, in 1953. In part this was Disney’s reaction to the baby boom of the 1950s, and the expansion of its business interests in home entertainment focused on its television series.
The Jungle Book was released in October 1967 and grossed nearly $24 million on its first worldwide release.
The film was produced on a budget of $4 million and was the fourth highest grossing movie in 1967.
The Jungle Book was re-released in cinemas in the USA in 1978, 1984 and 1990.
It enjoyed European screenings throughout the 1980s, with a particularly strong German market.
The film has been released on a number of occasions to home entertainment markets.
The success of the film exemplifies how Hollywood conquers not only the home market, but also the global market. This is typical of the Disney brand and the quality of films that the company makes. The film also offers an example of media translation as it has benefited from evolving digital technologies and developments in home entertainment. The following timeline of its re-releases illustrates how historically Disney has embraced technological change to ‘exploit’ its product:
■ The Jungle Book was released in the United States in 1967.
■ In 1991, it was released as part of the Walt Disney Classics collection – illustrating how a media institution benefits from a back catalogue of movies that can be resold to younger generations. Three years later the home video sales totalled 14.8 million copies. The aim was to price the Disney Classics movies so that every family could afford to buy a copy.
■ A limited issue DVD was released in 1999 by Buena Vista Home Entertainment and there was a subsequent release as a two-disc DVD in 2007, marketed as a platinum edition to celebrate the film’s 40th anniversary.
■ In 2010 the film was released as a Blu-ray/DVD/digital copy combo-pack.
Disney gains longevity of sales. Each time it translates an animation classic via the latest media technology to make it available in a new format, the company captures the next generation who then commit to the brand loyalty.
Most recently, The Jungle Book (1967) has been released as a digital download via iTunes and is available on streaming services such as Amazon Video and Google Play – demonstrating the ‘legs’ of a movie made over 50 years ago and the success of Disney as a media institution in reselling the brand over and over again to different generations.
The total gross for the movie is $141 million in the USA and $205 million worldwide.
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 companies practise vertical integration in order to control and maximise efficiency of the supply and distribution of the product – not just as films, but also as television, soundtracks and merchandise and, in Disney’s case, theme parks as well.
This illustrates how media synergy can support the continuing presence of a film and so promote horizontal integration across media and business interests, for example Disney film characters being evident in its theme parks and Disney Stores.
The Jungle Book is an example of how important synergy and merchandising is to a media conglomerate as it commodifies a successful media text.
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.
Disney's new streaming service Disney Plus has launched. A month-by-month subscription costs $6.99/month. The yearly subscription is a little cheaper and costs $69.99/year ($5.83/month).
Hesmondalgh’s Cultural Industries Theory-
Controlled release date, if the film is only being shown in one country it could be pirated in another leading to them losing profit, so its better to release it in majority of the countries.
Vertical- goes down the process list and takes over one thing at a time.
Hesmondalgh’s Cultural Industries Theory-
Controlled release date, if the film is only being shown in one country it could be pirated in another leading to them losing profit, so its better to release it in majority of the countries.
Vertical- goes down the process list and takes over one thing at a time.
Jungle Book 2016-
Jon Favreau had previously produced Iron Man and Iron Man 2 under his production company.
The Jungle Book (2016) is a fantasy adventure movie with a darker and more sinister interpretation of Kipling’s stories
The 2016 version is a shift away from the light-hearted, toe-tapping and joyful original 1967 animation.
Disney’s rationale for changing the narrative was to attract a wider audience through producing an immersive experience in which the characters were no longer playful/funny but believable.
This was largely achieved through use of CGI animation
Production.
Given the estimated production budget of $175 million, above-the-line costs were high in relation to creative talent such as actors, directors, writers and producers. The casting and use of more than 30 stars for the voice overs, including film actors such as Scarlett Johansson and Ben Kingsley, was just as important as in the 1967 film.
The casting of established actors helped to attract a more adult audience who might want to watch the film because of “Celebrity Appeal”
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.
Lupita N Yong'o
Idris Elba
Ben Kingsley
Production.
The contemporary version is well thought out and was an expensive movie to produce.
Disney was able to rely on a tried and tested formula with The Jungle Book , targeting a global market and family audiences with a successful brand.
Disney chose to “reboot” a 50-year-old film in a CGI format, as it represented a product that people were familiar with.
Previously Disney were unsuccessful in CGI blockbuster films such as John Carter (2012) and The Lone Ranger (2013)). The selection of THE JUNGLE BOOK MADE ECONOMIC SENSE AS IT HAD AN ESTABLISHED AUDIENCE AND THEREFORE REDUCED THE RISK OF FAILURE AT THE BOX OFFICE. (This links to Hesmondalgh’s theory.
Disney wanted to create a visual spectacle that could easily translate across multiple territories or overseas/global markets. ( this is reflected in the global actors used)
Note Disney has followed up on the use of archived films through CGI reboots of “Beauty and The Beast”, Dumbo and Cinderella
Beauty and the Beast- 425 million USD (old) 1.264 billion USD (remake)
Cinderella- 263.6 million USD (old) 542.4 million USD (remake)
The Lion King-968.5 million USD (old) 1.657 billion USD (remake)
The Jungle Book (2016) can be described as a live action/CGI film as it combines live action and animated animals interacting on screen.
The animals and landscapes were created on computer by the British digital effects house MPC.
The Jungle Book (2016) was: Planned by Walt Disney Studios Chairman Alan Horn as one of a series of remakes of their classic properties: ‘Hollywood makes lots of films for kids, but the Disney reboots may be one of the few safe bets. They revive classic characters for a new generation of kids, and their already smitten parents may be especially willing to shell out for related merchandise.’
Why CGI?
Within Hollywood there is the emphasis on spectacle, which tends to privilege some genres over others, for example action, sci-fi and fantasy. These types of films dominate studio budgets, marketing and distribution spends, and Disney is no different – especially when it has a history of being an early adopter of new media technologies.
Modern audiences increasingly engage with CGI content which has made significant advancements in the past decade to films such as Avengers, transformers and the Lord of the rings.
The time was right in development of this film property to combine the animation trademark qualities of Disney with the latest digital technology (photo realistic rendering, computer-generated technology and motion capture). The proliferation of digital technology in film has been driving film production in recent years.
Proliferation A rapid and widespread increase in use, in this case of technology.
MPC is a relatively new cryptographic method that separates private keys into multiple parts. It is often compared with a technology called Shamir's Secret Sharing (SSS) which has been around since the late 1970s and is used to split a single private key into multiple parts.
As lead VFX studio on Disney's The Jungle Book, MPC artists built a complex photo-real world creating The Jungle Book's stunning CG environments and bringing the film's iconic animal characters to life.
Photo realistic fibres, face mapping, body suit, green screen, genesis, Tessa, Space, Alice, Furtility
Using ALICE, the Crowd team can tackle everything from a couple of agents to several hundred thousand. Crowd will use a mix of motion capture data and animation clips to inject life into a given scene and have previously used the software to to simulate huge armies, flocks of birds, herds of mammoths, swarms of insects, zombie hordes, space battles and many other types of scenarios.
Furtility is MPC’s technology for creating photorealistic hair, fur, feathers, vegetation, and other fibres like clothing and ropes. The first version was written in 2005 for 10,000 BC and was fully re-written for The Chronicles of Narnia: Prince Caspian in 2006. It has since been used on most of our film and advertising work, and remains one of our key technologies for creating our visual effects.
The Furtility engine itself is solely built on proprietary or open source technologies and then exposed via interfaces for the main 3D packages we are using: Maya and RenderMan. We also have the ability to render high quality previews using our in-house OpenGL renderer: MugginsGL.
Media companies practise vertical integration in order to control and maximise efficiency of the supply and distribution of the product – not just as films, but also as television, soundtracks and merchandise and, in Disney’s case, theme parks as well.
This illustrates how media synergy can support the continuing presence of a film and so promote horizontal integration across media and business interests, for example Disney film characters being evident in its theme parks and Disney Stores.
There are Six Disneylands—that is, “castle parks”—around the world—in California, Florida, Paris, Tokyo, Shanghai, and Hong Kong. Each Disney resort has one “Disneyland” or “castle park” and four resorts have other parks as well.
The Furtility engine itself is solely built on proprietary or open source technologies and then exposed via interfaces for the main 3D packages we are using: Maya and RenderMan. We also have the ability to render high quality previews using our in-house OpenGL renderer: MugginsGL.
Media companies practise vertical integration in order to control and maximise efficiency of the supply and distribution of the product – not just as films, but also as television, soundtracks and merchandise and, in Disney’s case, theme parks as well.
This illustrates how media synergy can support the continuing presence of a film and so promote horizontal integration across media and business interests, for example Disney film characters being evident in its theme parks and Disney Stores.
There are Six Disneylands—that is, “castle parks”—around the world—in California, Florida, Paris, Tokyo, Shanghai, and Hong Kong. Each Disney resort has one “Disneyland” or “castle park” and four resorts have other parks as well.
Jungle Cruise= 24th July 2020
After three years in the making from concept to product, The Jungle Book (2016) was released from April to July 2016 across 70 different national territories.
The highly competitive business of launching and sustaining a film to the largest appropriate audience was timed by Disney for a summer film release, traditionally seen as coinciding with events for school-age children and family time.
The Jungle Book was released in North America in Disney Digital 3-D.
The film was also released in RealD 3D, IMAX and IMAX 3D, with a worldwide opening figure for IMAX of $20.4 million from 901 IMAX screens, remarkable for a PG-rated film.
the film grossed a total of $39 million in IMAX screenings worldwide. The film became a critical and commercial success, grossing over $966 million
Films usually open in cinemas first. This gives a product commercial value and creates further demand for viewing – especially in high-end technology formats.
Following a big-screen run of approximately 16 weeks, films are released on a flexible timescale through other formats:
home entertainment release, such as DVD, 3D Blu-ray, Blu-ray and digital
PPV or subscription television, streaming and broadcast free-to-air TV
as downloadable movies on Disney Anywhere, iTunes, Google Play and Amazon
The reboot of the JB was targeted to a wide audience including males and was released to appeal to global audience.
As a product of this global brand it succeeded in attracting a wide range of age groups, not just the under-16s or its traditional family audience, to see the film. Disney’s achievement in re-making a Disney classic is phenomenal, in part due to the technology involved and the reinterpretation of the characters and the narrative, but also to the ability of the conglomerate to market and distribute the product and to value its audience.
The film enjoyed unrivalled success in its marketing and distribution to India, China and Europe and other overseas markets – a characteristic of Disney Studios.
In addition the film was made appealing to action-adventure fans and animation and special effects viewers. These are identifiable as middle-aged and male movie-goers – not typically associated with The Jungle Book ’s audience. This is reflected in the global box office returns for the film, over $966 million, and in the critical acclaim it received – winning the Academy Award for Best Visual Effects.
The casting of an Indian actor as the main protagonist and international actors would have helped develop global sales.
Explain how films can be marketed to become global brands. Refer to the Jungle Book films in your answer.
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
In the Jungle Book, technology has advanced massively from the production of the film in 1967 compared to the one in 2016. The 1967 version of The Jungle Book is a historically significant media product and film text. The 1967 film is currently one of the most successful films of all time in which it has taken over 100 billion US dollars and followed a traditional pattern of production, distribution and circulation, although it enjoyed a second life on video and DVD. The Jungle Book is a prime example of a high cost and top quality animation from the use of using traditional cel-animation, pioneering the art of story boarding, developing the use of the multiplane to create an early 3D-like effect however story boarding in the form widely known today was developed at the Walt Disney studio during the early 1930s. The film was produced by Walt Disney Studios and cost $4 million to make. The film was produced on a budget of $4 million and was the fourth highest grossing movie in 1967. The Jungle Book was re-released in cinemas in the USA in 1978, 1984 and 1990. It enjoyed European screenings throughout the 1980s, with a particularly strong German market. The film has been released on a number of occasions to home entertainment markets. The use of technology advanced a lot with modern times as from 1991 it was part of the Walt Disney Classics Collection, having media institution benefits as it was shown to younger generations in which after three years the home video sales came up to selling 14.8 million copies, in 1999 it was then released by Buena Vista Home Entertainment and a two disc release in 2007 which was marketed as a platinum edition to celebrate the 40th anniversary and in 2010 released as a Blue- Ray.
The Jungle Book (1967) is comparable to The Jungle Book (2016). According to the OCR specification: The Jungle Book (2016) has taken over 1 billion US dollars already at the cinema box office alone (and will generate more income as a DVD/Blu-ray disc and online). The film has a clear pattern of production, distribution and circulation that can be easily distinguished and is a film production from a major studio.
The Jungle Book 2016 changed how the audience would see the film as the film was mostly focused on younger audiences however in this film it has a dark side to it in which all age groups would be able to watch it which is why they changed the narrative to attract a wider audience through producing an immersive experience in which the characters were no longer playful/funny but believable. There was a high use of CGI animation this was because they wanted to reboot the 50 year old film with actors that people were familiar with, this was also because many films produced use CGI format such as Avengers and Lord of the Rings. They combined animation trademark qualities of Disney with the latest digital technology (photo realistic rendering, computer-generated technology and motion capture).Which is why they wanted to create a visual spectacle that could easily translate across multiple territories or overseas/global markets leading to why the global market is so common which reflects the global actors used because digital technology in film has been driving film production in recent years. With the film becoming so popular they wanted to expand the marketing from merchandising so Disney granted licenses to other companies to produce merchandise related to The Jungle Book (2016), These features also gathered audience attention social recommendation is the most effective trigger for cinema attendance and can give a film ‘legs’, so interest remains high for weeks after release, posters, trailers, social media messages – for example The Jungle Book 2016 Facebook, Twitter and Instagram accounts. Disney’s achievement in re-making a Disney classic is phenomenal, in part due to the technology involved and the reinterpretation of the characters and the narrative, but also to the ability of the conglomerate to market and distribute the product and to value its audience.
The film enjoyed unrivalled success in its marketing and distribution to India, China and Europe and other overseas markets a characteristic of Disney Studios. They were quite popular because parents were growing up with many Disney films so if there is a remake they are going to watch it in which the children would too with it also being released in summer which is a high targeting point because the children are not at school and increased family time. The special effects to make it look so real even though most of the film is just green screens, puppets and computers. Live action remakes are very popular among Disney at the moment due to the advances in media technology and popularity of nostalgia among their audience.
The Jungle Book (1967) is comparable to The Jungle Book (2016). According to the OCR specification: The Jungle Book (2016) has taken over 1 billion US dollars already at the cinema box office alone (and will generate more income as a DVD/Blu-ray disc and online). The film has a clear pattern of production, distribution and circulation that can be easily distinguished and is a film production from a major studio.
The Jungle Book 2016 changed how the audience would see the film as the film was mostly focused on younger audiences however in this film it has a dark side to it in which all age groups would be able to watch it which is why they changed the narrative to attract a wider audience through producing an immersive experience in which the characters were no longer playful/funny but believable. There was a high use of CGI animation this was because they wanted to reboot the 50 year old film with actors that people were familiar with, this was also because many films produced use CGI format such as Avengers and Lord of the Rings. They combined animation trademark qualities of Disney with the latest digital technology (photo realistic rendering, computer-generated technology and motion capture).Which is why they wanted to create a visual spectacle that could easily translate across multiple territories or overseas/global markets leading to why the global market is so common which reflects the global actors used because digital technology in film has been driving film production in recent years. With the film becoming so popular they wanted to expand the marketing from merchandising so Disney granted licenses to other companies to produce merchandise related to The Jungle Book (2016), These features also gathered audience attention social recommendation is the most effective trigger for cinema attendance and can give a film ‘legs’, so interest remains high for weeks after release, posters, trailers, social media messages – for example The Jungle Book 2016 Facebook, Twitter and Instagram accounts. Disney’s achievement in re-making a Disney classic is phenomenal, in part due to the technology involved and the reinterpretation of the characters and the narrative, but also to the ability of the conglomerate to market and distribute the product and to value its audience.
The film enjoyed unrivalled success in its marketing and distribution to India, China and Europe and other overseas markets a characteristic of Disney Studios. They were quite popular because parents were growing up with many Disney films so if there is a remake they are going to watch it in which the children would too with it also being released in summer which is a high targeting point because the children are not at school and increased family time. The special effects to make it look so real even though most of the film is just green screens, puppets and computers. Live action remakes are very popular among Disney at the moment due to the advances in media technology and popularity of nostalgia among their audience.
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