advertising and marketing

what ways could you market a promote to audiences?

• posters, billboards, benches, busses
• magazine adverts
• tv adverts
• movie trailers @cinema
• on the radio
• website adverts
• newspapers, print media
• public voice
• tv interviews
• meet and greets
• social media: sponsored adverts, specific targeting, snapchat filters, re-tweets etc
• food and drink packaging: special edition chocolate or sweets
• use well known actors in some of the cast
• clothing and merchandise

marketing:

• marketing involves all of the deals done to get the films shown and promoted.
• this promotion involves paid 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 fil and another commercial agency. e.g. McDonalds happy meals with a film theme.
• it also includes related merchandising and 'below the line' publicity which is not paid for but again generate mutual interest. e.g. an interviews with a star in a newspaper or magazine or reviews

marketing-the jungle book:

• Disney made several smart marketing choices during the lead-up to the release of the jungle book that helped to 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.
• each of these aspects of the marketing were deployed with terrific skill and a keen eye toward how each part of the plan fit together with the rest to achieve the maximum marketing impact.
• disneys method:- each layer feed into each of the previous layer- they began with the fanbase, and then the social media reached out to that fanbase consistently later. the theme parks consistently offered the fanbase more footage and merchandising. the stores targeted fans with merchandise, the trailers hammered home the Disney brand even when altering the tine and visual imagery for each age and 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.

marketing again:

• to emphasize the "immersive world" Disney introduced a maze-like law of the jungle website in partnership with the female-leaning Tumblr; ran like special promos at IMAX theatres focusing on the snake Kaa; and created a touring virtual-reality experience and 360-degree Facebook video emphasising the "avatar"- like world of its jungle.
• various corners of the Disney empire pitched in to promote 2the jungle book". a new years days stunt on the Disney channel, for instance, was used to portray the film as on of the years first blockbuster offerings for families and children.
• but the synergistic heavy lifting was done by Disney theme parks. during the jam-packed spring break weeks, park theatres in Florida and California offered sneak peak footage of the movie, with Mr Favreau providing introduction. the many (many) theme park stores that sell Disney merchandise had "jungle book" sections. and Disney built photogenic "jungle book" sand sculptures at its animal kingdom and epcot parks in Florida
• recognising that Disney magic castle logo is not an automatic plus for the male demographic. Disney aggressively and repeatedly pitched "the jungle book" to male audiences on ESPN and else where as coming not from the studio who made Cinderella but pirates of the Caribbean. an extended 3d trailer for the jungle book was attached to star wars: the force awakens which had an audience that was 58 percent male. and Disney rolled out and action- oriented trailer during the superbowl.
• aiming at the Hispanic market, Disney teamed with Univision for a five week stunt that brought the jungle book characters and clips into telenovelas, talk shows and sports coverage. Disney even built a tool to allow Univision personalities to appear in scenes.

marketing strategies:

• major push to have bloggers write on the theme that Favreau had used sophisticated, hi-tech filmmaking techniques to create the animal characters and make them compelling - this to overcome any resistance to the "talking animals" concept.
• recognising that there was a need to keep the film from looking too childish in order to appeal to the finicky high school crowd- older siblings tend to influence younger brothers and sisters -  Disney consciously filled the first trailer with scary moments (pouncing panther, snarling tiger, stampeding buffalo) whilst hiding the musical numbers and baloos more cheerful side to a minimum.
• social media was also used with a large Facebook, Instagram and twitter campaign along with YouTube and viral marketing campaigns.
• the elevate the jungle book in the minds of grown ups, Disney in march circulated with dramatic photographs that paired the voice actors with their on screen character.