Jungle Book- digitally convergent media

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 Over the five decades since The Jungle Book 1967 came to cinemas, there has been a complete technological revolution. While the 1967 film was only released in one available platform- the cinema- the 2016 film is already on multiple platforms for audiences to view globally, including online streaming.

Digitally convergent media has had a big impact on media production by allowing synergies in production that produce cost saving for movies can be shows across a number of convergent media platforms like smartphones, TV and cinema. By allowing synergies in production it creates brand identity which is shown across platforms, creating more awareness for the brand. When the 1967 version was released, there was no digitally convergent media but between then and the 2016 JB, digitally convergent media was introduced to get the film reached to more people, creating a mass audience for the franchise. Additionally, because of the huge technological advancements to movie production, the 2016 film got to use green screen, computer animation and CGI, unlike the 1967 film which used hand drawn stop motion animation.

Convergence between social media platforms has enabled Disney's audience to have an active voice in its on-going production through feedback and commentary on YouTube, Facebook and online fan-communities. Convergence between social media has also given Disney the knowledge about its audience which has enabled them to critique ideas suited to their audience.

The internet's availability over a multitude of different platforms has acted as an enabler to movie companies in terms of how they distribute films, e.g. vastly cutting down on distribution costs and increasing audience. This means the company is able to get their creation out to many more people, which gives a varitey audience as well as diversity.

However, digitally convergent media can have a negative side. For example, the impact of digitally convergent media platforms has also increased the risk of media production for movie companies through leaked content that is playable across a number of convergent platforms and online piracy- it is easier for audiences to illegally download Disney movies and TV shows. Back in 1967, they would of made maximum revenue in the box office as there was no streaming.

Furthermore, it has also helped in creating additional monetisation features which brings additional revenue and also helps to capture further audience information to refine future products, such as Disney life and Disney Universe.

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