Jungle Book Marketting

Marketing a film:
- sneak peak trailers
- special features on social media
- Posters
- Events
- Merchandise
- Websites
- Star names

• Marketing involves all of the deals done to get the films shown and promoted
• This promotion involves pay for 'above the line' advertising which will be funded as part of the project such as trailers, spin offs, posters and billboards which are of mutual benefit to the film and other commercial agency. Eg: McDonalds Happy Meal with a film theme.
• It also includes related merchandising and 'below the line' publicity which is not paid for but again generates mutual interest. Eg: An interview with a star in a newspaper or magazine or reviews.

The Jungle Book Marketing

1. Disney made several smart marketing choices during the lead in to the release of The Jungle Book that helped build hype and buzz for the movie. They combined typical marketing approaches, special opportunities available only to Disney, and a few unique techniques and messaging particular to this film.
2. Each of these aspects of the marketing were developed with terrific skill and a keen eye towards how each part of the plan fit together with the rest to achieve the maximum marketing impact
3. Disneys Method: each layer feeds into each of the previous layers -  they began with the fan base, and then the social media reached out to that fan base consistently later. The theme parks consistently offered the fan base more footage and merchandising, the stores targeted fans with merchandise, the trailers hammered home the Disney brand even when altering the tone and visual imagery for each age or gender demographic, and so on. So fans started out as the grassroots movement underlying the marketing, so to speak, and then that foundation of fans were energized and built up at each new stage of marketing and promotion.

- Was featured on Super bowl 2016.
- Kenzo: fashion retailer created a limited edition clothing line
- Online Ads
- Stars photoshoot with their character
- Airbnb: 100 dollars off treehouses listed on service supported by cobrand TV-spot including footage from the movie

Film Production

Film Production
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What do audiences want from a film?
- Entertainment
- Escapism
- Large Special Effects
- Well known actors
- High production values: mega special effects, a 'clean' look, 3D, IMAX, Digital Cinema


IMAX

• An experience
• Clarity, detail and size makes IMAX more than a movie. At the cinema two projectors run simultaneously to provide the perfect image with a balance of warmth and sharpness. IMAX draws you into something as close as reality as you have ever experienced.
• The camera is immense. It ways 240 pounds (109 kg), so it requires special supports and rigging to move it around. A typical 35-mm movie camera, by comparison, weighs only 40 pounds (18 kg)
• The size of the film means that the camera can hold only a three minute spool, and it takes 20 minutes to load
• The incredible detail available with a film size this large means that everything about the shot must be perfect, and each image must be stunning. The audience sees every flaw, and a lacklustre image totally wastes the potential of the IMAX medium.
• It is expensive
• The cost and complexity in every segment of physical production is in order of magnitude greater with IMAX.

The Jungle Book 2016

Pre-production and production

• Who directed the film?  Jon Favreau
• Who wrote the screenplay? Justin Marks
• List the actors of the main characters? Ben Kingsley (Bageera), Baloo (Bill Murray), Shere Khan (Idris Elba), Mowgli (Neel Sethi), Raksha (Lupita Nyong'o), King Louis (Christopher Walken)
• What new technologies were used in the filming? Photorealistic rendering, CGI, Motion capture technologies, key frame computer
• How much did it cost to make? $175 million

Hypothermic Needle Theory/Bandura

Hypothermic Needle Theory
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A theory based on the old style of media transition.
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The Hypodermic Needle Model suggests that the information from a text passes into the mass consciousness of the audience unmediated, for example, the experience and opinion of an individual are not relevant to the reception of the text.
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This theory suggests that we are manipulated by the creators of the media texts, and that our behaviour and thinking might be easily changed by media-makers. It assumes that the audiences are passive. This theory is used to explain why certain groups in society should not be exposed to certain media texts (eg. children to violent films - Jamie Bulgur Case)
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Bandura - The media can influence people directly.
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Cover Lesson

Task One
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Vertical Integration: A strategy whereby a company owns or controls its suppliers, distributors, or retail locations to control its value or supply chain.
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Advantages

• It allows you to invest in assets that are highly specialised
• It gives you more control over your company 
• It requires lower cost of transaction
• It offers more cost control
• It ensures a high level of certainty when it comes to quality

Disadvantages

• It can result in decreased flexibility 
• It can create some barriers for market entry
• It can cause confusion within the business
• It requires a huge amount of money
• It is not very simple to do

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Horizontal Integration: is the process of a company increasing production of goods or services at the same part of the supply chain.

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Advantages

• Larger market share
• Bigger base of customers
• Increased revenue

Disadvantages

• Regulatory scrutiny
• Stunting economic growth of the new enterprise
• Reduced flexibility 
• Destroys value rather than creating it

Task two

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a) 

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Mainstream audience = it is very open to a wide range of people and is seen as very popular in the media, therefore a lot of people know about it and will follow it. Eg X-Factor and Ariana Grande

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Niche audience = tend to watch/read things that interesting to them as an individual, very few people are into it as its not popular. It is for people who are very individual and particular in there taste. Eg Indie music and Indie Films

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b)

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Pull media: You, the consumer, steer.  Pull media are passive, there if you want them.  Examples are the traditional media, such as radio and television, over which you have control to pull in a message.  You can turn them on or off.  You can pick up a newspaper, magazine or book and put it down.  You can go to a movie or not.

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Push media: By contrast, push media propell messages at you whether invited or not.  An example would be a recorded voice in a grocery store aisle that encourages you to buy a certain brand of cornflakes, as you pass by the cereals.  Push media are taking sophisticated forms on the web and new technologies are making the media more pervasive than ever.  They are always on. 

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Why has this change happened?

This change has happened because nowadays people want you to see and hear what they want you to so the push media means that it is pushed on you and subconciously you may make this change due to the constant being told.

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How has this happened?

This has happened as technology has developed as the people of authority want you to have this in your mind for political and marketing reasons.

The Film Industry

Creating a Film
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Different processes involved between someone coming up with the idea for a film and it being watched by an audience:


Pre-productions

1. The studio, investor or producer buys the right to the source such as an idea, book or film.
2. A screenwriter converts this idea or story into a script.
3. The script is edited and finished by the same screenwriter or writers known as script directors.
4. Director, producer, editor, production designer, art director meet to make sure they're on the same page.
5. Script is storyboarded illustrations to help directors visualise the scenes.
6. Costume designers create garments and accessories to help tell the story.
7. Casting directors audition and/ or negotiate with the actors agents and decide on cast.
8. Location scouting, hiring crew, lots of logistics.

Shooting

1. Director oversees everything, works with producer. Takes storyboard and turns it into series of shots.
2. Production design team create the overall visual feel and aesthetics, costume, make up and set design.
3. Cinematographer oversees everything camera and lights related and helps with artistic decisions.
4. Make up artists work with costume designer and director to make actors/actresses fit their roles better.
5. Actors and actresses show their talent, hope for a nomination in leading or supporting role.

Post-production

1. Music editor works with songwriter to write the original song, and composer for original score.
2. Sound editors prepare what will go into final mixing. There are dialogue and sound effect editors.
3. Sound mixers combine dialogue, sound effects, and music tracks to create the final soundtrack
4. Film editors cut and paste to make a 2 hour cohesive movie out of miles of film, adding visual effects.

Production:

• DEVELOPMENT: script is written and drafted into a workable blueprint for film
• PRE-PRODUCTION: preparations are made for the shoot, in which cast and crew are hired, locations are selected, and sets are built.
• PRODUCTION: the film footage is shot.
• POST-PRODUCTION: the film is edited; production sound is edited; music tracks are composed, performed and recorded; and any other visual effects are digitally added. 

Distribution

• Describes everything between production and how the film gets to an audience.
• The film is screened for potential buyers (distributors), is picked up by a distributor, and a marketing and release plan are developed. The film is duplicated for distribution to cinemas
• The business of getting films to their audience by booking them for runs in cinemas and getting them there.
• It includes all of the financial deals done to get films shown and promoted

Marketing

• This is the business of creating campaigns to promote the film eg posters, apps, television interviews.
• Press kits, posters, and other advertising materials are published and the film is advertised. Films are usually released with a launch party, press releases, interviews with the press, press preview screenings, and film festival screenings. Most films have a website and trailer.

Exhibition

• The way people consume films - eg showing films in cinemas or renting/buying DVD's or downloading films, piracy.
• About how the audience see the film, box office intake, reviews, awards etc.
• The film is released to cinemas for exhibition (or at this point occasionally straight to DVD, Blu-Ray, or direct download from a provider), in order to reach its cinema and/or home media audience. The film plays at selected cinemas and the DVD typically is released a few months later.

Conglomerates
- When two or more companies engage in a multi-industry company.


Research Task
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Questions:

1. What is the main conglomerate called?
2. Major film studio unit
3. What year was it founded?
4.  Do they have a Arthouse/indie strand
5. What other genre movie companies do they own?
6. Do they have an animation sub company?
7. What other divisions do they have?
8. What is their market share?

5 Biggest Hollywood studios:
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Universal Pictures
1) NBCUniversal
2) Universal Pictures
3) Founded in 1912
4) Yes, Focus Features
5) Genre Movie - Focus World, Gramercy Pictures, Working Title Films
6) Animation - Big Idea Entertainment, DreamWorks Animation, Illumination, Illumination Mac Guff, NBCU Ent. Japan, Universal Animation Studios
7) Other Divisions - Amblin Partners, Carnival Films, Makeready, OTL Releasing, United International Pictures, Universal 1440 Entertainment, WT2 Productions
8) Market Share - 14.9%
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Paramount Pictures
1) Viacom
2) Paramount Pictures
3) Founded in 1912
4) No
5) Genre Movie - BET Films, Comedy Central Films, MTV Films, Nickelodeon Movies, Paramount Players
6) Animation - MTV Animation, Nickelodeon Animation Studio, Paramount Animation
7) Other Divisions - Awesomeness Films, CMT Films, Melange Pictures, Paramount Digital Entertainment, United International Pictures, VH1 Films, Viacorn 18 Motion Pictures
8) Market Share - 6.4%
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Warner Bros
1) WarnerMedia
2) Warner Bros
3) Founded in 1923
4) Yes, CNN Films and HBO Documentary Films
5) Genre Movie - DC Films, New Line Cinema
6) Animation - Cartoon Network Studios, Wang Film Productions, Warner Animation Group, Warner Bros. Animation
7) Other Divisions - Adult Swim Films, Castle Rock Entertainment, Cinemax Films, CNN Films, Flagship Entertainment, Fullscreen, HBO Films, Hello Sunshine, Spyglass Media Group, Turner Entertainment
8) Market Share - 16.3%
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 Walt Disney pictures

1) Walt Disney Studios

2) Walt Disney Pictures

3) Founded in 1923

4) Yes, Disneynature, A&E IndieFilms, Fox Searchlight Pictures, Fox 2000 Pictures, Hulu Documentary Films and NatGeo Films

5) Genre Movie - 20th Century Fox, Lucasfilm, Marvel Studios

6) Animation - Walt Disney Animation Studios, Pixar Animation Studios, Lucasfilm Animation, Marvel Animation, 20th Century Fox Animation, Blue Sky Studios

7) Other Divisions - Buena Vista International, Fox Family, Fox Star Studios, Zero Day Fox, Walt Disney Pictures India, UTV, Walt Disney Studios Motion Pictures

8) Market Share - 36.3%

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Columbia Pictures
1) Sony Pictures
2) Columbia Pictures
3) Founded in 1924
4) Yes, Sony Picture Classics
5) Genre Movie - Affirm Films, Screen Gems, Stage 6 Films, Ghost Corps
6) Animations - Funimation Films, Madhouse, Manga Entertainment, Sony Pictures Animation
7) Other Divisons -TriStar Pictures, Destination Films, Left Bank Pictures, Sony Pictures Japan, Sony Pictures Family Entertainment, Sony Pictures Releasing, Sony Picturers Worldwide Acquisitions, Sony WOnder, TriStar Productions, Triumph Films, Walt Disney Studios Sony Pictures Releasing
8) Market Share - 10.9%

Online News

Online News
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Pros:
- It is easily accessible
- You can get it immediately
- It is better for the environment as less paper is used
Cons
- Not everyone has an electrical device
- You are relying on a device which can easily crash
- More targeted ads as people are not buying paper news
- Easier for fake news to spread
- You have to be a subscriber


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What or who do you think is to blame for the recent decline in print newspapers?

1. Recession means people do not have as much spare money to buy daily newspapers
2. People want news on the go so they are turning to technology to get their news; news websites, news reports and social media.
3. People want their news quicker, daily print editions are already old news most of the time.
4. Advertisers can advertise online for free; guarantee for classified ads.
5. Advertising revenue has decreased and this is what pays for 70% of newspaper costs

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The Daily Mirror
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Who owns this newspaper?
Reach pic
What are the circulation figures for the print version of the newspaper?












567,442  (2018)
What are the browsing figures for the online version of the newspaper?






















Significantly more than paper prints
In what ways does the website try to mimic the print edition of the newspaper?
It has quizzes, crosswords and many genres of news stories. The website layout is also in the same colours; red, white and black.
Who advertises in the print edition of this newspaper?








William Hill, Iceland, Euro million
Who advertises on the online site of this newspaper?
Trypetgentle, Amazon, Argos, Floryday, Boots
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10 Mark Question
6) Changing social contexts, caused by technological advances, have created a long term decline in the circulation of national newspapers. Explain how newspapers have responded to these changes. Refer to the telegraph to support your answer.
In your answer you must:
- Consider relevant social contexts that influence newspaper circulation
- Use your knowledge and understanding of relevant academic ideas and arguments
- Explain the relationship of recent technological change to production, distribution and circulation of newspapers
- Refer to The Telegraph as an example of how newspapers have responded
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Social contexts have changed over time due to technological advances, this has created a long term decline in the circulation of national newspapers. The population on a whole has increased yet the newspapers sales have decreased, which is surprising as there are more people to read the news and the initial target audience of a white older male has changed to a more diverse range of females and males. The news institution need to keep their power as many people believe what is said in the newspapers and they gain money through it so they have responded to these changes in many ways. One way in which newspapers have responded to this changed is by replicating the website to the print edition to make it seem similar and trustworthy, as the print one is. For example the newspaper 'The Telegraph' has the same house style in both making a more formal approach and the colour scheme being the same. It also has a headline and main image on the front page of the website like it does in the physical newspaper. By having the online newspaper it means that it is reaching a wider audience because more people are relying on technology in todays society so it is able to reach an international audience. Another response to this change is by making the news very quick and reliable making '24 hour news' available which has now made this an audience expectation which suggests that online news is acknowledged and is doing well. An advantage of using online news, making the adaptions to the change increasingly better than before, is that the viewers and readers of the website are able to click and read the stories in which they are most interested in so that the people writing the stories and companies know which is the most popular, meaning the stories can be more tailored to the target audience.
























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This can be closely linked to the David Gauntlett theory because there is this strong idea of the Web 2.0 is now making social changes including the circulation of newspapers, due to the technological advances and that makes online news quicker and easily distributed compared to the paper copies. Web 2.0 (Digital Media) has had major empowerment due to social media and mobile phones becoming way more popular and easier than Web 1.0 which is much more traditional. Online news makes it easier to link to new things instantly just by clicking on links and following what you want to see. Gauntlett believes that Web 2.0 is making society more active, making, doing and being more creative which is much easier and more instant due to todays technological advances. This suggests that Gauntletts theory could be a reason why social changes have caused a decrease in newspaper sales. Another reason why social changes may have caused a decrease in newspaper sales is due to the fact that people have less time nowadays to want to read news as they could be doing more work or playing games for leisure which contrasts what people used to do, so that means that the newspaper institution is making it quicker and more convenient for people nowadays to read the news. Also people in society are more environmentally conscious now so by having online news this saves paper and waste which could appeal to a range of people.

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History of Online News







Important parts from the timeline (bigger copy in documents):
- January 9th 2007
- June 29th 2007
- February 5th 2008
- July 11th 2008
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People referred to the IPad as the newspaper killer
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Other people on technology have become extra eyes and ears to us as consumers.
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The Mirror


Online - main story, Who is it targeting?
The Mirror has a demographic of D-E. There main story on the website was about a murder mystery that has discovered more clues.
Twitter - most recent, Who is it targeting and has it been retweeted?










The most recent tweet was about a probe into 'VIP paedophile ring' caused by 'poor judgement' This targets people of the far right wing as they would want more justice being taken. It would reel in the emotional side.
Participatory - review columns, ratings etc. What do they say and who is involved?






Overall the reviews of the newspaper is bad as they all have given an average of a 1 star rating and have quoted 'disgusting liars' and 'fake news'. These reviews are made by the customers.
The Telegraph


Online - main story, Who is it targeting?The main story is about a resigned mayor for Brexit. More targeted at conservative party, left wing.
Twitter - most recent, Who is it targeting and has it been retweeted?










The most recent tweet was about a probe into 'VIP paedophile ring' caused by 'poor judgement' This targets people of the far right wing as they would want more justice being taken. It would reel in the emotional side. Both newspapers the same indicating it is a big issue.
Participatory - review columns, ratings etc. What do they say and who is involved?
This also has bad reviews but it is more about the customer service rather than the news and is rated average 1 star.