You may be that generation that read the book or saw the old Disney classic. If you wanted to experience nostalgia then this movie doesn't need any introduction. But for the new generation, it's a marketing nightmare for the company.
While the studio was happy to discuss the success, they were hesitant to talk about their marketing strategies. Here are some marketing tricks that can be useful for creatives, advertisers and marketing professionals can use to move the masses:
1. Toss Red Meat to the Base - the studio showed an exclusive footage of the film at a Disney Convention. With fliers and posters abound, throwing this bait to the already established Disney fanatics ensures that the movie's initial marketing base will be smooth.
2. Not Just a Film. It's an Immersive World - They emphasized the 3D factor. Disney ran special promos at IMAX theaters focusing on the snake Kaa; and created a touring virtual-reality experience and 360-degree Facebook video emphasizing the immersive world of the film.
3. Theme Park Armies, Activate - With a theme park already on hand in their artillery, Disney used their operations to heavily promote "The Jungle Book." At the parks, they showed exclusive footage of the movie and already started selling "Jungle Book" merchandise.
4. Talking Animals Are Not Just For Babies - That's the stereotypical thought about talking animals. Which is why Disney couldn't rely on trailers alone. Disney channeled their efforts through bloggers and entertainment sites to make it a point that the film used sophisticated film-making techniques to create the animal characters.
5. What About The Boys And Men - To target the male demographic, an extended 3-D trailer for "The Jungle Book" was attached to "Star Wars: The Force Awakens," which had an audience that was 58% male.
6. Reaching Out in Spanish - Studio marketers have learned that Hispanic moviegoers tend to buy tickets in large groups. Disney partnered with Univision for a 5-week stunt that brought "Jungle Book" characters and clips to telenovelas, talk shows and sports coverage.
"All of this, honestly, is one big magic trick," says Director Jon Favreau, according to Yahoo. That's exactly what it took in order to market the Disney classic "The Jungle Book." New York Times has it that the movie garnered an outstanding $103.6 million in the United States alone, during its opening weekend.
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