Jungle Book’s Brand Activating Marketing Strategy
Over the weekend, Disney’s, The Jungle Book, was released drawing a substantially positive response. Bringing in $103.6 million for its North American opening, and grossing another $187.4 million overseas, the film claimed the second-highest April debut ever behind last year’s Furious 7. In what seems to be deemed as taboo in the film industry, studios don’t usually speak about their marketing techniques, but it has become quite obvious that movies don’t just sell themselves.
Attracting a wise consumer base is an effective way to activate any brand, and in Disney’s case, create hype for The Jungle Book. While niche marketing is a proven method, appealing to as large of an audience as possible for the release of a new movie only makes sense. This is exactly what Disney had in mind. Brooke Barnes from the New York Times comments on the marketing strategy stating, “from feeding bloggers and entertainment news sites with material that played up the scarier parts of the movie to attract an influential older audience to courting Hispanic viewers by teaming with Univision ‘for a five-week stunt’ that brought Jungle Book characters and clips to telenovelas, talk shows and sports coverage”. All that she describes are all in the brand building campaign.
Positioning the release of the film at a very strategic time also contributed to the success over the weekend. Of all the ticket buyers, 49% of them were families. “With no other major family movies opening for the next few weeks, the film appears well positioned to ride positive word of mouth to strong grosses in the weeks to come,” said The Wall Street Journal’s Ben Fritz. The timing of exposure to an audience can make or break a product. Activ8 Media understands this concept and excels in creating that perfect blueprint to ensure businesses success!
Also to be noted is Disney’s efforts over the past several years in recreating fairy tale stories. With Cinderella, Alice in Wonderland, and Maleficent being released this past decade, and films like Cruella De Ville and Peter Pan in the works, all draw encouraging assurance that Walt Disney Pictures is creating a solid brand identity, similar to what they have done with the company’s other labels, LucasFilm and Marvel Studios.
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