Timed Essay Question 1

 

Explain how the arrival of digitally convergent media platforms has impacted on film producers. Refer to Disney and its 1967 and 2016 versions of The Jungle Book to support your answer.

In this essay I will be focusing on the changes within the film industry over the past fifty years in relation to the production and distribution of films. In my response I will focus primarily on two different versions of Disney’s Jungle Book from 1967 and 2016. I will also consider the historical and economic influences upon the production and distribution of mainstream films.

In 1967 Disney wasn’t a massive company and didn’t have a global reach like they do nowadays. When the Jungle Book was released only the UK and the USA played the film in cinemas that year. There weren’t any digitally convergent media platforms such as mobile phones and there was no social media to promote the film, this meant that advertisement was limited to posters, trailers and cinema signs. Film trailers were only able to be seen on the TV or in the cinema and there was no synergy at this time, meaning there were no tie-ins or promotions with other companies and or other products. Merchandise was not available; we were still twenty years away from the first Disney store opening and the film wasn’t able for home viewing until 1991 when it was made into a VHS tape. The Jungle Book 1967 had a budget of $4 million and the production team was considerably small, they only had one supervising director, one art director, four master animators and one storyman. However, it was a massive hit and has now gone on to make $205 million worldwide.

Web 2.0 started in 2004 and after this digitally convergent media platforms became increasingly popular. Web 2.0 created a much more active audience as the internet started up and social media platforms were being created where people could upload profiles of themselves, this was also the start of prosumers, people could create their own media. These profiles started online social interaction and as people started to place their identities and interests on to the internet it became easier for companies to target their audience better. The 2000’s didn’t just spark web 2.0, technology was advancing rapidly and The Jungle Book was re-released several times on DVD and Blu-ray with special extras and packaging to rein in new buyers, and soon after the realise of smart technology such as iPhones and gaming consoles Disney made their products available for digital download, allowing for a new and bigger audience.

The Jungle Book was remade in 2016 as a live action movie. It was produced by Walt Disney Pictures, directed and co-produced by Jon Favreau, and written by Justin Marks. The team that worked on this film was huge and the budget was $175 million and made approximately $960 million worldwide in just cinema sales, this is a significant difference to the 1967 version and it can be argued that this was due to how well promoted this film was and how big the Disney fanbase had grown over the years. The cast was made up of many famous, recognisable names and had a much larger global reach due to Disney being a conglomerate and having television, radio, film, theme parks and stores all over the world. The Jungle Book was released on over 70 countries around the globe, giving the film and the Disney brand a worldwide audience Disney had loads of promotion for this film using their own social media profiles on Facebook, Twitter, snapchat and YouTube. These accounts released teasers, photos and video clips before and after the trailer was announced and shown on social media, televisions and cinemas. Disney also used synergy and tie ins with other companies to promote the film such as, snapchat had an interactive movie poster which allowed users to apply a framed jungle book lens to their images which turned their faces into Kaa the snake. Disney also had a promotional tie-in with The Guardian newspaper, where readers could enter a companion to win a ‘Jungle Book’ Prize pack consisting of merchandise and tickets to watch the film.

Cultural industries play a big part in allowing Disney to be a global phenomenon. Large companies such as Disney make products that they know are safe and family friendly, they use star names and easy to follow narratives, they also keep minimal violence and gore and avoid swearing to make sure the product can reach a wider audience. Disney’s films are ideological and cultural. This includes the promotion of a capitalist system and a capitalist market, which are the mechanisms for running businesses and for making profits. The cultural themes are contained within the narratives of Disney films, these films have themes that promote a Western view of the world and a western ideology that is superior to other global ideologies, they keep the majority of their products following a traditional and well known ideology to keep such a large audience.   

As the years have gone on and technology and media platforms have advances, more opportunities for money have been created. Disney creates anniversary DVD specials for diehard fans and collectors of Disney, as well as this the Disney fandom is much bigger with some fans creating blogs, discussing the films on social media and some even start up their own small businesses producing their own merchandise of the films. When the 2016 remake came out there was so many more opportunities for money to be made compared to the 1967 original. There is so much merchandise made for this film and not just in the Disney stores across the world. There were many more ways to promote the film due to their being digitally convergent media platforms, business synergy and social media, which helped them to reach a much larger audience, which is something that wasn’t available in 1967. The global reach is much bigger as Disney is a well-known brand in most countries and have stores all over, as well as this anyone with the technology can access the Disney Website and interact with other Disney fans.

In conclusion, the arrival of digitally convergent media platforms has benefited film producers and the promotion of films. As technology and media advances, the budgets for films and opportunities for promotion have increased. Disney takes full advantage of these opportunities and follow a traditional view of the world to keep a wide audience that benefits the company and workers.