Marketing - Jungle Book

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Key Terms:

Synergy- Where two or more compatible products/organisations sell eachother e.g. theme parks, merchandise, Kelloggs

Cross Media convergence- using different media forms in order to promote a product.

Intertextuality- the shaping of a text's meaning by another text.

1967:

  • They handle its own marleting and promotion for films produced and released by Walt Disney.
  • They diversified into theme parks (Disneyland) and TV
  • Disney had been aware of this merchandising in the beginning.
2016:
  • Technological convergence= having one or more technology in one machine e.g. phones= watch, internet, video player, camera
  • Diseny did not use many of the traditional marketing techniques used in the 1967 version.
  • In August, Jon Favreau had a 7,800 seat arena at a disney fan convention and he had 3 stars of JB16 on stage. Thousands of movie posters were handed out. The fans share this across social media which is free marketing.
  • Jon Favreau wanted to make an old film with new technology and though technology was the way to spread the word.
  • They have a JB16 facebook, twitter and instagram which teased trailers.
  • 360° marketing= they go for everybody who will be expected to watch the film- teenage audiences- scary (older siblings influenced younger siblings).
  • Pull marketing- stars used to bring fans of particular actors
  • Made trailers for male audiences which was feautured in the super bowl- very expensive
  • People tend to buy tickets in groups.
CMC and synergy
strategy of cross-media convergence has become a basis for the Walt Diseny company's rapid growth. Some examples include re-releasing on DVD but also with other companies- Mc Donalds used JB2 in happy meals.

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