Timed Essay 1

 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.

The vast difference in the film industry and media platforms between 1967 and 2016 is evident when looking at the two versions of Jungle Book. The 1967 version of Jungle Book presents a smaller interaction between the audience and industry of the film. The film was promoted through trailers and movie posters but much of the promotion happened years after the release, with live-action performances and rereleases of the original. The interaction with the audience was limited to the viewing of the film as the internet and social media platforms weren’t available in 1967. 

The 2019 version of the Jungle Book represents the importance of audience-industry interaction during the production and release of a film. The 2016 version was promoted by multiple social media sights of Disney, teasers and interactive movie posters on Snapchat. This allowed audiences to interact with the film’s advertisement and further the reach of these products. This is an example of how synergy was used in promoting the film as Disney covered social media sites such as Snapchat, Instagram, YouTube and Facebook. Not only this, but Jungle Book had a promotional tie-in with the Guardian newspaper where readers could enter a competition and win a Jungle Book prize.

Disney’s business also changed between 1967 and 2016. For example, in 1967, Disney was already a well-established, successful business with global reach. This is shown as the company was vertically integrated with Buena Vista Distribution Company, allowing them to distribute their own films within the conglomerate. However, the lack of social media shows how limited the company were with promoting the film. This would only be done with trailers and posters. The business also had Disneyworld, showing business synergy and how the company was expanding and attracted audiences from across the world. In 2016, the business had moved with the development of the internet and social media. This contrasts the promotion and distribution of the 1967 film with most social platforms being used to promote the film. This development in the internet and social media expanded the global reach of Jungle Book 2016. The 1967 version was released in the US and in Europe throughout the 1980s whilst the 2016 version was released in over 70 countries, giving the film and Disney a worldwide audience.

End of Audience theory suggests the audience is no longer passive but active and this can be seen in how Disney promoted their 2016 film through social media. The interactive Snapchat filter shows audience as being a promotional tool for their company and actively interacting with these products. This is different to in 1967, when audiences would see movie posters and view films without much interaction with the producers. Another major difference is the introduction of Web 2.0, supporting end of audience theory. User-generated content is relevant in 2016 with the promotion/ distribution of the film as fandoms and active audiences usually turn into ‘prosumers’ whilst creating their own media texts about Jungle Book. For example, YouTube allows audiences to make videos about the movie, including teasers, reviews and other videos that existing fans of Disney would follow and view. Power in media reflects this, suggesting that company’s product repetitive media that caters to a mass audience of people. The ideological and cultural themes of the Jungle Book which promote a superior Western view of the world are likely to cater to a mass audience. Star names such as Idris Elba were used in the film to create more excitement around it.

Overall, the development of social media, Web 2.0 and the internet largely affected the development of films and media texts. The promotion is much wider and as social media is now accessible in most places, this provides global reach for the films in all countries, therefore creating the maximum audience and revenue possible.


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