3rd October 2017

3rd October 2017

Disney Marketing 

•Using Nostalgia to Establish and Maintain Customer Loyalty

Using the same story line as then original book and cartoon as there is already a big audience who are fond of the story. Another example of nostalgia is the Beauty and the Beast remake, which features the same story, songs, and characters as the 1991 trailer. Making the trailer so similar establishes a strong sense of nostalgia among current parents, thereby enticing them to take their own children to the movie.

•Targeting Audience Segments with a Multi-Channel Strategy

Using actors to attract an older audience as well as a younger audience. Knowing the actors such as Ben Kingsley will attract an older audience and then there is Scarlet Johnassen who will attract a younger audience. The fact the animals are talking attracts a younger audience. Alternatively, the hit movie Frozen targeted a much younger generation that wouldn’t necessarily be interested in Star Wars. Since many Frozen fans don’t have an Instagram account, Disney targets this audience with an alternative medium — toys and consumer goods. Disney’s Star Wars revival effectively drew in both millennials and older generations who enjoyed the original Star Wars. Disney’s official Star Wars Instagram account, which boasts 6.6 million followers, keeps its audience engaged with videos, recipes, fun facts, and other content, such as a Star-trooper cookie recipe.

•Establishing Disney World and Disneyland as Destination Brands

You will be able to see the characters in different locations and in real life. Is is constantly changing according to themes, events, and other popular trends of the moment. This creates a unique experience for returning visitors, and it ensures that Disney always has new content to promote, also creating a sense of urgency to visit the park.  They have sculptures made in the park for people to come and take pictures with. The Disneyland stores have sections designated for the Jungle Books such as toys, books, films. 

•Masterful Brand Storytelling that Resonates and Inspires

The same story and telling it differently to different audiences. Disney created lots of memes to display the movie in all different ways. The movie Inside Out for example, which teaches a powerful lesson about understanding and accepting one’s emotions. To market the movie, Disney created a series of memes pertaining to current events and seasons.

The Jungle Book 

Chroma capture- The jungle book was filmed using green screens for the background that wouldn't be able to be imagined or made like a regular film. The chroma captures a background and a character or object separately, and then use 3D animation, image digitalisation and computer generated graphics. The Jungle Book used blue screen. 

Digitisation- The film used to be on a strip, if you get more than 24 films her second it would look continuous. CGI makes everything continuous and digital versions of the film, allowing for different environments, cutting parts out and adding different backgrounds etc. 

Performance capture- Facial recognition and tracking has been used to make the exact movements and expressions for each character. The actor had to hug and pretend a head of each animal was real. The producers was then use CGI to add more realistic elements to each animal. Motion sensors or infra red sensors were put on different characters to make the movements look more realistic. 

Film production- The old jungle book was filmed using painted backgrounds and cartoon images where as the 2017 version is made with green screens made up of realistic imagined backgrounds. The technological advances in the 2017 version allows for the movie to be realistic. Disney was producing lo quality cartoons until they bought pixar for 7.4 billion dollars. 

Spectacle

Mega-franchise films rely on the spectacle. Spectacle is used by large corporations to encourage family viewings in the cinema. It acts as a 'barrier' to the less major studios. Wanting to see the movie on a big screen, to make it more enjoyable. 

IMAX

IMAX (an acronym for Image MAXimum) is a motion picture film format and a set of cinema projection standards created.

•Conventional 35 mm film limited to 6K lines of horizontal resolution

•IMAX-format film frame produces approximately 18 thousand lines (18K) of horizontal resolution

•IMAX brings higher viewing quality to the audience but requires 65 mm film