THE JUNGLE BOOK: LESSON 5 - DISTRIBUTION
IN THE FILM INDUSTRY, TO ENSURE COMMERCIAL SUCCESS YOU NEED A SUCCESSFUL MARKETING CAMPAIGN - THIS COSTS MONEY AND IS FUNDED BY THE DISTRIBUTOR.
//The distributor chooses which films to distribute - often from seeing the film at a film festival for example.
//They decide on the number of digital copies and pay for each.
//Negotiate the release date and site of exhibition - when/where
//Agree on a budget and sequence a campaign across a range of online, audio-visual and print platforms.
//Online platforms include a website as a central marketing hub with convergent links to trailers on YouTube and social networking platforms.
Distribution - getting your movie out to the mass audience so they can buy a ticket to watch it.
//The distributor chooses which films to distribute - often from seeing the film at a film festival for example.
//They decide on the number of digital copies and pay for each.
//Negotiate the release date and site of exhibition - when/where
//Agree on a budget and sequence a campaign across a range of online, audio-visual and print platforms.
//Online platforms include a website as a central marketing hub with convergent links to trailers on YouTube and social networking platforms.
Distribution - getting your movie out to the mass audience so they can buy a ticket to watch it.
Exhibition - Film industry word for circulation
MEASURING A FILM'S SUCCESS:
//Distributors charge distribution fees to the cinemas. Each week that the film is in distribution, the studio makes less per ticket (that's why opening weekend is so important).
//Usually the blockbuster films are distributed by 'blanket release' (Where a film is released across a huge number of cinemas simultaneously in order to meet expected demands).
//So if small UK independent companies manage to get their films into cinemas it will be competing for attention against one or more films that take status as 'an event'.
1967:
As a company, Disney was already vertically integrated at the time Jungle Book was released.
Disney produced films at it's own studios and distributed them via it's own wholly owned Buena Vista Distribution Company. It was distributed in the US by Buena Vista Distribution Company and internationally by Buena Vista International, which were owned by Walt Disney Studios. It handled theatre distribution, marketing and promotion for films produced and released by Walt Disney.
Walt Disney was interested in all stages of production and distribution.
JB was released in the US in October 1967 (initially shown as a double-bill with Charlie, the Lonesome Cougar) and was re-released in the US in 1978, 1984, and 1990and in Europe throughout the 80's; this maximised box office takings, as the film had already been produced.
Walt Disney Home Entertainment released it on VHS in 1991 (and in the UK in 1993) and on DVD in 2007. It was re-released several times on DVD and on BluRay - with extras or different packaging in order to pick up new buyers (e.g the Limited Edition DVD released by Buena Vista Home Entertainment in 1999 or the Diamond line combination of BluRay and DVD in 2014).
Occasionally, Disney films are 'vaulted' meaning they are not available for purchase, which pushes up the demand - the Diamond edition of JB disappeared to the vault in 2017, for example. However, the classic edition of the DVD and merchandise relating to JB are still availble in Disney stores and on the Disney website which is marking the 50th anniversary.
2016:
The 2016 film was distributed by Walt Disney Studios Motion Pictures.
JB16 was produced in 3D (as well as 2D) and was one of the first films to be released in Dolby Vision 3D (but only a handful of cinemas were equipped to show it in that form). 10% of US viewings were in IMAX. It has subsequently been released on DVD and BluRay and JB has also been released by Disney as digital downloads via iTunes, Disney Movies Anywhere, Disney Life, Amazon Video, Movies Anywhere, Google Play etc. Walt Disney Records has released a soundtrack album.
DIGITAL DISTRIBUTION:
//Towards the end of 2005, the UK distribution and exhibition sectors were starting to move towards digital distribution and exhibition.
//Digital technology is seen to offer a more cost effective and logistics-light alternative to the tried and trusted, but unwieldy model of 35mm print distribution.
//Piracy is a disadvantage of digital distribution, but in reality, less money is lost overall due to transportation fees for the film.
REGULATION:
The BBFC (British Board of Film Classification), is an NGO founded by the film industry in 1912 and responsible for the national classification and censorship of films exhibited at cinemas and video works released on physical media within the United Kingdom.
CLASSIFICATIONS:
U - Universally suitable for all
PG - Parental Guidance. General viewing but some scenes may be unsuitable for young children.
12A - Suitable for 12+ years. Under 12s must be accompanied by an adult to the Cinema. ~ cinema only rating ~
12 - Suitable for 12+ years.
15 - Suitable for 15+ years.
18 - Suitable for adults only.
JB67 - U
JB16 - PG
THE JUNGLE BOOK AND REGULATION:
//2016 is seen as 'darker' than the 1967 film - hence PG compared to U because of 'mild threat'
//Using Curran and Seaton, Disney is driven by profit, hence, a PG rating, which will maximise profit.
//Both ratings ensure a mass audience.
//Politically, 1967 Jungle Book depicts racial stereotypes at a time of black civil rights.
MEASURING A FILM'S SUCCESS:
//Distributors charge distribution fees to the cinemas. Each week that the film is in distribution, the studio makes less per ticket (that's why opening weekend is so important).
//Usually the blockbuster films are distributed by 'blanket release' (Where a film is released across a huge number of cinemas simultaneously in order to meet expected demands).
//So if small UK independent companies manage to get their films into cinemas it will be competing for attention against one or more films that take status as 'an event'.
1967:
As a company, Disney was already vertically integrated at the time Jungle Book was released.
Disney produced films at it's own studios and distributed them via it's own wholly owned Buena Vista Distribution Company. It was distributed in the US by Buena Vista Distribution Company and internationally by Buena Vista International, which were owned by Walt Disney Studios. It handled theatre distribution, marketing and promotion for films produced and released by Walt Disney.
Walt Disney was interested in all stages of production and distribution.
JB was released in the US in October 1967 (initially shown as a double-bill with Charlie, the Lonesome Cougar) and was re-released in the US in 1978, 1984, and 1990and in Europe throughout the 80's; this maximised box office takings, as the film had already been produced.
Walt Disney Home Entertainment released it on VHS in 1991 (and in the UK in 1993) and on DVD in 2007. It was re-released several times on DVD and on BluRay - with extras or different packaging in order to pick up new buyers (e.g the Limited Edition DVD released by Buena Vista Home Entertainment in 1999 or the Diamond line combination of BluRay and DVD in 2014).
Occasionally, Disney films are 'vaulted' meaning they are not available for purchase, which pushes up the demand - the Diamond edition of JB disappeared to the vault in 2017, for example. However, the classic edition of the DVD and merchandise relating to JB are still availble in Disney stores and on the Disney website which is marking the 50th anniversary.
2016:
The 2016 film was distributed by Walt Disney Studios Motion Pictures.
JB16 was produced in 3D (as well as 2D) and was one of the first films to be released in Dolby Vision 3D (but only a handful of cinemas were equipped to show it in that form). 10% of US viewings were in IMAX. It has subsequently been released on DVD and BluRay and JB has also been released by Disney as digital downloads via iTunes, Disney Movies Anywhere, Disney Life, Amazon Video, Movies Anywhere, Google Play etc. Walt Disney Records has released a soundtrack album.
DIGITAL DISTRIBUTION:
//Towards the end of 2005, the UK distribution and exhibition sectors were starting to move towards digital distribution and exhibition.
//Digital technology is seen to offer a more cost effective and logistics-light alternative to the tried and trusted, but unwieldy model of 35mm print distribution.
//Piracy is a disadvantage of digital distribution, but in reality, less money is lost overall due to transportation fees for the film.
REGULATION:
The BBFC (British Board of Film Classification), is an NGO founded by the film industry in 1912 and responsible for the national classification and censorship of films exhibited at cinemas and video works released on physical media within the United Kingdom.
CLASSIFICATIONS:
U - Universally suitable for all
PG - Parental Guidance. General viewing but some scenes may be unsuitable for young children.
12A - Suitable for 12+ years. Under 12s must be accompanied by an adult to the Cinema. ~ cinema only rating ~
12 - Suitable for 12+ years.
15 - Suitable for 15+ years.
18 - Suitable for adults only.
JB67 - U
JB16 - PG
THE JUNGLE BOOK AND REGULATION:
//2016 is seen as 'darker' than the 1967 film - hence PG compared to U because of 'mild threat'
//Using Curran and Seaton, Disney is driven by profit, hence, a PG rating, which will maximise profit.
//Both ratings ensure a mass audience.
//Politically, 1967 Jungle Book depicts racial stereotypes at a time of black civil rights.
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