- The Jungle Book (hereafter JB) was released in 1967 by Walt Disney Productions. It was created at the Walt Disney Studios in California.
- Disney's animation studio had been responsible for developing many of the techniques and ways of working that became standard practices and developing the use of the multi plane to create an early 3-D like effect.
Ownership, Distribution and Marketing...
- Walt Disney was personally at the centre of most of the decision making of The Jungle Book.
- All stages of production and distribution
- Developing theme parks (Disney World), television series and live action films.
- Disney's own politics were rather conservative right-wing and undoubtedly this affected the representations constructed within the film.
- Equating of black Jazz music with the apish behaviour of the orang-utan.
- Reinforcing racial stereotypes, this was something the makes of the 2016 version were keen to avoid.
- JB was released in the US in October 1967.
- Re-released in the US in 1978.
- 1984 and 1990 and in Europe throughout the 1980's.
- Floyd Norman- 'we never thought in terms of making the Jungle Book a box office smash. Today everyone thinks about the opening weekend box number. If the picture was a flob and Walt was happy, then we were happy'.
- The budget was $4 million but JB has now made $141 million gross in the US. (29th highest grossing film of all time in the US).
- $205 million worldwide.
- Germany's highest grossing film of all time.
- Walt Disney Home Entertainment released it on VHS in 1991 (and the UK in 1993) and on DVD in 2007.
- Re-released several time on DVD and on Blu-ray with extra or different packaging in order to pick up how.
- 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 January 2017.
- Vinyl soundtrack.
- Gold status.
- Digital downloads.
- Live action version 1994.
- An animated sequel, The Jungle Book 2, in 2013.
- Direct to video.
- Promoted the original films.
- Disney produced films at its own studios and distributed them via, its own wholly owned Buena Vista Distribution Company.
- VERTICALLY INTEGRATED- an arrangement in which the supply chain of a company is owned by that company. Usually each member of the supply chain produces a different product or (market-specific) service, and the products combine to satisfy a common need.
- It handled theoretical distribution, marketing and promotion for films produced and released by Walt Disney.
- Diversified into theme parks, creating Disneyland, television (Disney Channel), and Disney had been aware of the value of merchandising from the very beginning
- Walt Disney even helped find the California Institution of Art.
Regulation...
- The main regulatory issues relating to JB are Copyright and Classification or Certification.
- The film, music,script,character design, performance, Disney logo, DVD cover design etc are all affected by the copyright in one way or another. The US Copyright Amendment Act of 1998 gave protection for works published before January 1, 1998 gave protection for works published before January 1, 1978, increasing coverage works of 'Corporate authorship' by 20 years to a total of 95 years from the publication date. This amendment to the copyright law had been actively lobbied for by Walt Disney Company since 1990 and his extension of copyright delayed the entry into the public domain of the earliest Mickey Mouse movies, hence the Act's nickname, 'The Mickey Mouse Protection Act'.
- In the UK copyright is covered by the Copyright, Design and Patents Act 1998.
Why is Copyright Law essential?
- It gives the creators of literary, dramatic, musical and artists works the right to control the ways in which their material may be used.
What does it cover?
It covers:
- broadcast and public performance, copying, adapting, issuing, renting and lending copies to the public. In many cases, the creator will also have the right to be identified as the author and to object to distortions of his work.
How long does copyright usually last?
For literary, dramatic, musical or artistic works
70 years from the end of the calendar year in which the last remaining author of the work dies, or the work is made available to the public, by authorised performance, broadcast, exhibition, etc. The Copyright (Computer Programs) Regulations 1992 extended the rules covering literary works to include computer programs.
Sound Recordings and broadcasts
50 years from the end of the calendar year in which the last remaining author of the work dies, or the work is made available to the public, by authorised release, performance, broadcast, etc.
Films
70 years from the end of the calendar year in which the last principal director, author or composer dies, or the work is made available to the public, by authorised performance, broadcast, exhibition, etc.
Typographical arrangement of published editions
25 years from the end of the calendar year in which the work was first published.
Certification...
- Certification and classification varies around the world according to differing regulation and cultural sensibilities.
- Rated G: General Audiences – all ages admitted.
- Sex and nudity-mild
- Violence and gore- mild
- Frightening and Intense scenes- mild
Maintaining Audiences...
- Disney was highly aware of how to build and maintain audiences nationally and globally, from the shaping of the original product to appeal more to a family audience, the marketing and distribution by it's own company, merchandising etc. Disney was an early master of synergy, persuading companies to tie in with their film's release, running a character merchandising department.
- In addition to running a character merchandising beginning pioneering synergy, branding and merchandising beginning in the 1930's, Walt Disney also developed the idea of synergy between media consumption and theme park visits in the 1950's.
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