Jungle Book Marketing and Technology
Explain how films can be marketed to become global brands. Refer to the Jungle Book films in your answer. Films like the Jungle Book can be marketed to become global brands because Disney is both a vertically integrated company (distributing as well as producing films) and a horizontally integrated company (promoting its products across different media and non-media interests including theme parks). Disney is in a powerful position to engage with a global audience using the internet as a distribution platform for its goods. One example of how they become a global brand through marketing is by selling merchandise. Disney granted licenses to other companies to produce merchandise related to The Jungle Book (2016), including some companies that are also Disney subsidiaries, and in so doing created additional non-film revenues and tie-ins. For every product related to Disney that another shop or organisation sells, Disney get 10% of the profits. This makes them a highly success...