Task
•
Create
an essay, which discusses the impact of technology on the production,
distribution and circulation of the Jungle book versions (1967 and 2016)
version.
•
Discuss
the importance of technological developments in maintaining audiences
The vast
advancements of technology has given a considerably impact on the production,
distribution and circulation of the Jungle Books movies in both 1967 and 2016.
In this essay I will explore these impacts in depth to accentuate how far
technology has come, comparing the two movies of the Jungle Book in 1967 and
2016.
The Jungle Book 2016 (JB16) was produced by Walt Disney
Pictures, directed and co-produced by Jon Favreau. The latest version is
loosely based on Disney’s original version. But also was more linked to
Kipling’s original books, thus giving it a darker tone throughout the movie.
JB16 already had an audience to begin with as many fans of the original Jungle
Book would want to see the latest one. Almost giving the Jungle Book a ‘second
life’.
The technology used in the JB16 was one of the most
technologically advanced movies ever made. It used cutting edge CGI and the
animals within the film was created post-production which was all digitally.
One actor in the film (Mowgli) was seen acted acting against a blue
screen. The actor filmed all his scenes
against Blue screens. The production crew used small pieces of the set, which
offered interaction with the actor. This provokes a more realistic emotion from
the actor to portray in the film. Filmmakers
such as George Lucas pioneered this. This shows the impacts of technology and
how advanced it has become. Despite the actual story being set in the Jungles
of India, the actual film was filmed in a Los Angeles warehouse. This shows the
continuous journey technology is making as now because of technology producers
have the ability to stay in a warehouse and manufacture a whole setting around
the actors to produce their story. The JB16 used ‘pre-visualisation’
techniques’ used y movies such as Avatar and Gravity. Pre-visualisation is when
the film looks including the camera moves, motion-captured performances, and
set designs- were sketched out before hand and created before even any filming
began. All the animals and landscapes were created on computers by British
digital effects house MPC. This helped actors when reading scripts to visualise
what the setting is and how to portray their characters. These technological
developments aided in maintaining audiences as they were able to see a more
modern remake to fit modern standards of animations. This was further proved as
the VFX won both the BAFTA and Academy Awards.
The production of the Jungle Book 1967 is an immense
difference to JB16. The original Jungle Book amassed over $300 million in sales
and was the forth best performing film in the 1960s and for its time was quite
technologically advanced. It was released in1967 by Walt Disney Productions and
created at Walt Disney Studios. Disney’s animation studio had been responsible
for developing may of the techniques and practises that created a new standard
when working with traditional cel animation. For the original Jungle book it
pioneered the Multi-plane camera to create an early 3D like effect. Cel animation is the process of first drawing
each frame of animation onto paper, then transferring these to transparent
acetate sheets (cels short Celluloid). Colour is then added on the reverse of
the cel. Layers are built up to create dimension. The Disney production team
also used multiplane camera, which was used to create an early 3d effect. It
allowed the animators to make the background less static and to make the
character move more fluidly. During production for the original there were more
emphasis on the character and there was one person producing the screenplay. The
fluidity in characters played a major role in drawing audiences in, it gave
them a sense of realism in these characters to become relatable. As well the
Disney production team created the character king Louis who isn’t in the
original book but plays a significant part in the movie.
The budget for JB16 was estimated to be $175million. After
the release of the JB16 it made over $1 Billion. Walt Disney Studio Motion
Pictures distributed the film. This is so Walt Disney could have total control
and so they can retain more profits. Disney marketed the film very
strategically, however they knew already that fans of the first Jungle Book
would return to watch the newer one as it is a lot darker and could be
targeting a more grown up audience as well with the new darker mood of the
film. The JB16 trailer received positive reception. This was proved as in their
opening weekend domestically JB16 earned over $130,000,000. A key driver for Disney on the remake was to
engage a new generation of audiences using VFX. The Disney organisation needed
to create new content, which could be made available for streaming. Disney uses
vertical integration, this is when Walt Disney plans, produces, advertises and
distributes all of its products. This is beneficial in maintaining high
profitability. Disney also created their own streaming services to be released
in 2019; to battle
Netflix’s in online streaming. As well due to technologically advancements, Disney is able to market and advertise their films to a whole new type of audience through social media. This has taken large amount of traffic towards the movie to boost sales. In the 2016 remake, Disney used popular celebrity endorsements to further boost the film. Actors such as Idris Elba and Scarlett Johansen brought in huge amount of audiences due to their persona and popularity. The two films JB16 and Jungle Book 1967 were marketed and advertised in different ways. With the advancements of technology JB16 was able to market and advertise to wide range of audiences. Disney's ability to maintain a market and a variety of audience has been mainly due to the family friendly content Disney has produced over the years. By having family friendly content it appeals to a wider range of audience. Walt Disney Studios used marketing sleight of hand to fill seats on opening weekend. “The Jungle Book” took in an astounding $103.6 million in North America, according to Disney. Mr. Favreau the director of JB16 bounded onto a 7,800-seat arena at a Disney fan convention in Anaheim, Calif., and showed sneak-peek footage from his film. He hobnobbed with three “Jungle Book” stars on stage, including Neel Sethi, who plays the man-cub Mowgli. Thousands of movie posters were handed out. Studio marketers have learned that Hispanic moviegoers tend to buy tickets in particularly large groups; if you hook one family member, you can get an exponential result. To achieve that goal, Disney teamed with Univision for a five-week stunt that brought “Jungle Book” characters and clips to telenovelas, talk shows and sports coverage. Disney even built a tool to allow Univision personalities to appear in scenes. As well Disney used their own theme park for advertisement by allowing people to have a sneak peak of the movie to boost hype. Also to attract a teenage audience, Disney decided that the first trailer will include darker scenes rather than the singing to entice the older audience.
Circulation is basically the total number of copies of magazines, newsletters, newspapers, film etc. Disney sell their films in digital format to exhibitors, they can also sell the film in the form of Blu Ray and DVD sales. A key driver for Disney on the remake of the Jungle book was to engage with a new generation of audience using VFX.The Disney organisation needed to create new content which could be made available for streaming as well as the traditional channels of Video (DVD+Blu Ray and viewing on large screens – i-Max). DVD and Blu ray offers a second life for both the Jungle Books this can c side an increase in revenue for the company. Worldwide box office for 2016 - $963,819,542.
Netflix’s in online streaming. As well due to technologically advancements, Disney is able to market and advertise their films to a whole new type of audience through social media. This has taken large amount of traffic towards the movie to boost sales. In the 2016 remake, Disney used popular celebrity endorsements to further boost the film. Actors such as Idris Elba and Scarlett Johansen brought in huge amount of audiences due to their persona and popularity. The two films JB16 and Jungle Book 1967 were marketed and advertised in different ways. With the advancements of technology JB16 was able to market and advertise to wide range of audiences. Disney's ability to maintain a market and a variety of audience has been mainly due to the family friendly content Disney has produced over the years. By having family friendly content it appeals to a wider range of audience. Walt Disney Studios used marketing sleight of hand to fill seats on opening weekend. “The Jungle Book” took in an astounding $103.6 million in North America, according to Disney. Mr. Favreau the director of JB16 bounded onto a 7,800-seat arena at a Disney fan convention in Anaheim, Calif., and showed sneak-peek footage from his film. He hobnobbed with three “Jungle Book” stars on stage, including Neel Sethi, who plays the man-cub Mowgli. Thousands of movie posters were handed out. Studio marketers have learned that Hispanic moviegoers tend to buy tickets in particularly large groups; if you hook one family member, you can get an exponential result. To achieve that goal, Disney teamed with Univision for a five-week stunt that brought “Jungle Book” characters and clips to telenovelas, talk shows and sports coverage. Disney even built a tool to allow Univision personalities to appear in scenes. As well Disney used their own theme park for advertisement by allowing people to have a sneak peak of the movie to boost hype. Also to attract a teenage audience, Disney decided that the first trailer will include darker scenes rather than the singing to entice the older audience.
Circulation is basically the total number of copies of magazines, newsletters, newspapers, film etc. Disney sell their films in digital format to exhibitors, they can also sell the film in the form of Blu Ray and DVD sales. A key driver for Disney on the remake of the Jungle book was to engage with a new generation of audience using VFX.The Disney organisation needed to create new content which could be made available for streaming as well as the traditional channels of Video (DVD+Blu Ray and viewing on large screens – i-Max). DVD and Blu ray offers a second life for both the Jungle Books this can c side an increase in revenue for the company. Worldwide box office for 2016 - $963,819,542.
