Jungle Book 1967 v Jungle Book 2016

	The Jungle Book 1967	The Jungle Book 2016
Production & Technology	Directed by Wolfgang Reitherman          Produced by Walt Disney           Production company- Walt Disney Production           Traditional cell animation, pioneering the art of story-boarding and developing the use of the multiplane to create an early 3-D effect.          The drawings were based in the actors, their voices and their vocal personalities            Backgrounds were hand-painted- the exception of the waterfall, mostly consisting of footage of the Angel Falls in Venezuela            Sometimes scenery was both used in foreground and bottom and filmed with the multiplane camera to create a notion of depth           Used xerography, coping the animation’s drawings onto a light-sensitive aluminium plate and the onto cells, unlike the old, painstaking hand-inking process, tracing them from paper drawing           Most of the songs were written by the Sherman Brothers, who had key core strength, they locked the action, and the viewers, into the characters.	Directed and co-produced by Jon Favreau        Written by Justin Marks          Production company- Walt Disney Pictures           Live-action           Seen on screen was produced using CGI- strange limbo between live-action and animation            All the animals and landscapes were created on computers, mostly by the British digital effects house MPC        The animals were deliberately created with a realistic look, and not in a cute and cuddly cartoon-style as with the original animated Jungle Book film, in order to target older movie-goers.         Included some of the original music from 1967 version partly in order to compete with the Warner version that was simultaneously in production.            The production process of the film was highly dependent on other companies, such as MPC, and so was not fully made in-house, as the original film had been.
Ownership, Marketing & Distribution	Walt Disney was personally at the centre of the most of the decision making in his company right from the time he set up the studios.        Disney’s own politics were rather conservative, right-winged and undoubtedly this affected the representations constructed within the film.        The film seemed to ignore the black civil rights movements of the 1960’s, as seen in the equating of black jazz music with the apish behaviour of the orang-utan, thereby reinforcing racial stereotypes.	The film was planned by Walt Disney Studios Chairman, Alan Horn, as one of the series of remakes of their classic properties.            Walt Disney Studios revived the classic film for a new generation of kids, and their already smitten parents who may be especially willing to shell out for related merchandise.            Sean Bailey credited the division’s escalating success rate to the silo system instituted by Disney chairman Bob Iger and managed by Alan Horn            Distributed by Walt Disney Studios Motion Pictures            The film had social media accounts, such as Facebook, Twitter and Instagram. The accounts released teasers and making of photos and videos in the months before the theatrical release and kept up the promotion for the release on DVD and as downloads.
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 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, 1978, increasing coverage works of ‘Corporate authorship’ by 20 years to a total of 95 years from their publication date.	Sex & Nudity- throughout the movie, the only thing the main character (Mowgli) wear is a loincloth.            Violence- there are scenes of fighting depicted between various animals in the film, where they are seen attacking and biting one another. Although these scenes are intense, they are depicted without any details of injury or bloodletting.           Alcohol, Drug s& Smoking- Mowgli looks at a human village from a distance. Against a background of blazing flames, people seem to be celebrating something. There are drinks in their hands but nothing is clearly visible.            Frightening & Intense Scenes- the film contains several scenes where characters face threatening situations and/or engage in fighting. For instance, there are scenes where the protagonist is being pursued or cornered by animals such as a tiger or a giant gigantopithecus.            The Jungle Book 2016 is a live-action/CGI update of Kipling's classic book of short stories that has many scary/intense scenes involving menacing wild animals.
Economics/Funding	N/A	JB 16 cost an estimate of $175 million to produce but opening with $103.6 million in North America, making it one of the biggest April debuts ever at the box office.           It grossed over $966 million, making it the fifth highest grossing film of 2016 and the 35th highest grossing film of all time.            The film was released in 70 countries, opening at different times depending on competition and school holiday dates.
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 its own company and merchandising.	Highly developed corporate synergy            Disney products are themselves advertisements for Disney            Appeal to a wide range of age groups            49% over 25 years of age            51% under 25 years of age            18-24 lead to 33% of tickets sales            Widely over-performed            The movie is playing to not just the converted Disney female audiences, but to all demos            97% of the audience gave the film an A or B

Disney Timeline

Disney Timeline of key events

• 1923: Walt Disney signed a contract with M.J. Winkler to create a series of Alice Comedies. Walt and Roy Disney, as equal partners began the Disney company under 'Disney Brothers Cartoon Studio'. 1926: The company name changed to 'The Walt Disney Studio' after moving into a new studio.
• 1927: Oswald the Lucky Rabbit debuts.
• 1928: Walt loses the contract to the Oswald series. Walt and Roy create Mickey and Minnie Mouse. Mickey Mouse debuts and Steamboat Willie created (first sound synchronised cartoon).
• 1929: 'The Walt Disney Studio' replaced by 'Walt Disney Productions Ltd'. 3 more companies were also established. The Skeleton Dance cartoon created.
• 1930: Distribution moved to Columbia Pictures.
• 1932: Distribution moved from CP to United Artists. Flowers and Trees (first technicolor cartoon and animated short to win and award for Best Animated Short Film). Mickey's Revue, premiering Goofy ('Dippy Dawg').
• 1934: The Wise Little Hen - premiere of Donald Duck.
• 1936: Distribution moved from United Artists to RKO Radio Pictures.
• 1937: First feature film released: Snow White and the Seven Dwarfs.
• 1938: All Disney companies  now merged to create 'Walt Disney Productions'.
• 1940: Studio moves to California. Company goes public. Pinocchio and Fantasia movies created.
• 1941: Animators' strike. Studio creates morale boosting propaganda for the US during WWII.  Dumbo created. 
• 1942: Bambi created.
• 1943: Saludos Amigos created.
• 1944: Company short on money- theatrical release of Snow White generates revenue.
• 1945: The Three Caballeros created.
• 1946: Make Mine Music and Song of the South created.
• 1947: Fun and Fancy free created.
• 1948: True Life Adventures nature film (until 1960) begins. Melody Time and Seal Island created.
• 1949: Studio begins production on first all live movie: Treasure Island. The Adventures of Ichabod and Mr.Toad created. 
• 1950: Cinderella and Treasure Island produced. 
• 1951: Alice in Wonderland produced.
• 1953: WED Enterprises later own and operate several attractions inside Disneyland including the monorail and railroad. Programming deal with Paramount Theatres to fund itself. Peter Pan produced.
• 1954: Ends distribution with RKO Radio Pictures and founds Buena Vista Film Distribution Company Inc to distribute its feature films. 20,000 Leagues Under the Sea produced.
• 1955: Lady and the Tramp produced. Disneyland opens in California.
• 1957: Old Yeller produced.
• 1959: Sleeping Beauty, The Shaggy Dog produced.
• 1960: Pollyanna and Swiss Family Robinson produced.
• 1961: Purchases the film and merchandise rights to A.A Milne's Winnie the Pooh books which creates a huge source of revenue to this day.  101 Dalmatians and The Parent Trap produced.
• 1963: The Sword in the Stone produced. Walt Disney's Enchanted Tiki Room opens at Disneyland (first attraction to feature audio animatronics).
• 1964: Mary Poppins produced.
• 1965: Disney News begins publication.
• 1966: Walt diagnosed with lung cancer and died December 15th. Winnie the Pooh and the Honey Tree produced.
• 1967: Construction begins on Walt Disney World Resort in Orlando, Florida. The Jungle Book produced. Pirates of the Caribbean opens at Disneyland.
• 1969: Haunted Mansion opens at Disneyland.
• 1970: The Aristocats produced. 
• 1971: Roy Oliver dies and Donn Tatum becomes chairman and Card Walker president. Eastern Airlines branded as 'Offical Airline of Walt Disney World'. Bedknobs and Broomsticks produced. Walt Disney World Resort opens.
• 1973: Robin Hood produced.
• 1974: Winnie the Pooh and Tigger Too produced.
• 1976: Freaky Friday and The Muppet Show produced.
• 1977: Walt's nephew Roy E. Disney resigns as a decline in overall product quality and manager issues. The Rescuers, Pete's Dragon and The Many Adventures of Winnie the Pooh produced.
• 1979: 13 animators leave Disney to found their own studio. The Back Hole (first PG rated Disney film) produced.
• 1981: Walt Disney's World on Ice produced by Feld Entertainment. The Fox and the Hound produced. First home video release of Dumbo.
• 1982: Coca Cola unsuccessfully tries to buyout Disney. Walt's son in law Ron.W.Miller succeeds Card Walker as CEO. Tron produced. Experimental Prototype Community Of Tomorrow center opens (EPCOT).
• 1983: Disney Channel begins. Live action studio renamed 'Walt Disney Pictures'. Mickey's Christmas Carol produced. Tokyo Disneyland opens in Japan.
• 1984: Michael Eisner (new CEO) and Frank Wells (president). Touchstone Films label created to produce films for more mature audiences. Splash, Tiger Town and Country produced.
• 1985: Touchstone Television is founded. Return to Oz produced. Home release of Pinocchio becomes best seller. Animation studio renamed 'Walt Disney Feature Animation'.
• 1986: Company name now 'The Walt Disney Company'. Teamed up with Studio Ghibli to distribute anime films internationally.
• 1987: First Disney store opens in California. Euro Disney project starts.
• 1988: Walt Disney Computer Software founded as a video game division. Who framed Roger Rabbit and Oliver & Company produced.
• 1989: The Little Mermaid, Turner & Hooch produced. Disney MGM Studios opens.
• 1991: First Disney Vacation Club Resorts opened in Walt Disney World. Beauty and the Beast produced.
• 1992: Aladdin produced. Euro Disney Resort opens (Paris).
• 1993: Winnie the Pooh merch outsells Mickey Mouse. The Nightmare before Christmas produced.
• 1994: Beauty and the Beast Broadway. Euro Disneyland now called Disneyland Paris. The Lion King, The Jungle Book produced.
• 1995: Michael Ovitz president. Disney Channel in UK and Ireland. DiC Entertainment part of Disney. Toy Story, Pocahontas produced.
• 1996: Parent company 'The Walt Disney Company'. Acquires Jumbo Pictures. The Hunchback of Notre Dame produced.
• 1997: Releases first DVDs. The Lion King Broadway. Hercules and George of the Jungle produced as well as multiple TV shows.
• 1998: Disney Cruise Line first ship. Toon Disney begins. Mulan and A Bug's Life produced. Animal Kingdom opens.
• 1999: Toy Story 2, Tarzan produced.
• 2000: Robert Iger becomes president. Disney shuts down Jumbo Pictures. The Tigger Movie, 102 Dalmatians produced. Disney sold DiC Entertainment.
• 2001: Disney buys Fox Family Network including Saban Entertainment which was changed to ABC Family. Monsters, Inc produced.  Disney California Adventure Park open.
• 2002: Walt Disney Studios Park opens. Lilo and Stitch produced. Disney releases Spirited Away in the US.
• 2003: Finding Nemo published. Pixar plans to seek a new distribution partner.
• 2004: Comcast makes an unsuccessful 66 billion bid for the company. The Incredibles produced. Disney buys The Muppets for 75m.
• 2005: CEO, Robert Iger. Disney purchased Pixar for 7 billion. Hong Kong Disneyland opens. Chicken Little produced.
• 2006: Disney acquired Pixar Animation Studios. Disney Cinemagic launched in the UK. Introduced its logo in Pirates of the Caribbean.
• 2007: Acquires Club Penguin. Drops Buena Vista brand from its division.
• 2008: Disney Store chain created. WALL-E and Bolt produced.
• 2009: Mickey Mouse's Voice Actor dies. Disney XD replaces Toon Disney. Distribution deal with DreamWorks. Acquires Marvel Entertainment.
• 2010: Sells Power Rangers for 100m. Lost rights to Digimon. Disney ends Hannah Montana.
• 2011: Licenses theme park rights to Avatar. Playhouse Disney rebrands to Disney Junior.
• 2012: Wreck it Ralph, Brave produced. Rich Ross resigns as chairman, replaced by Alan F.Horn.
• 2013: Frozen produced. Disney Cine magic replaced with Sky Movies Disney. Frozen became the highest grossing animated feature.
• 2014: Frozen wins Best Animated Feature. Acquired Maker Studios for 500m. Big Hero 6 produced.
• 2015: Big Hero 6 wins Best Animated Feature. Marvel studios reorganised under Walt Disney Studios. Cinderella produced.
• 2016: ABC family changed to Free form. Construction of Star Wars Land begins in Hollywood Studios. Dream Works ends its film distribution deal with Disney.
• 2017: Zootopia wins Best Animated Feature. Beauty and the Beast produced.
• 2018: Shuts down DisneyToon Studios. Comcast 65b cash counter to acquire the 21 Century Fox assets that Disney was set to purchase which then was counter bid and won by Disney with 71.3b.

Minecraft Factsheet

KEY TERMS...

• Digitally convergent media- video games consoles are an excellent example of digitally convergent device, you can not only play games but access social media, surf the internet, streams films and TV content  and upload content into cloud based servers. Cross-media content helps maximise profits and also improve reach to new customers.

• Production- this refers to all phrases of designing, developing and making the media product. 

• Distribution- this refers to all processes linked to delivering the media product to audiences both through tangible (disc) and digitally (cloud based) media. 

• Consumption- explores the way in which the media text is used by audiences for pleasure but also explores the rise of user generated content across several platforms. 

Minecraft...

• Minecraft is a sandbox game, created and developed by Swedish based Mojang Studios. 
• The game has been described as a virtual world of Lego that involves following simple instructions in order to play it : explore, mine and build. 
• Users only have to log in and proceed to create a world full of textured 3D cubes. 
• There are predominantly two game modes: Creative or Survival, although more recent additions include Adventure, Spectator and also Multi-Player Modes.
• In November 2011, prior to the game's official release, Minecraft had over 16 million registered and 4 million purchases. 
• Due to it's popularity, Minecraft was released across multiple platforms becoming a commercially viable franchise with increased interactivity. 
• Minecraft: Pocket Edition was released on Sony Xperia Play, available on Sony Xperia smartphones. Minecraft also became on Android and iOS devices shortly after. 
• Modern versions of the game, notably Minecraft: Story Mode, follow more of the recognisable institutional conventions of game development including tutorials on how to play the game, something the original Minecraft series never had. 
• In a global context, the purchase of Mojang by Microsoft studios for US$2.5 Billion is a testament to lucrative industry and global appeal of such a game across different platforms. 

The relationship of recent technological change and media, production, distribution and circulation. 

• Due to the original nature of the game, most players simply logged in to play Minecraft and did not need a physical copy of the game. 
• When the Xbox and PlayStation versions were created there was often a chance to offer digital versions of the same game across the Windows 10 operating system to promote the Microsoft bran across home computers, a form of synergy. 
• Users were often encouraged to download the game through the cloud servers rather than a physical copy of the game which would incur more of a cost for the institution.
• The pattern of release for Minecraft shows that physical copies are often released six months after the downloadable version, most likely as a way to limit the impact of piracy, hacking and file sharing. 

The significant of patterns of ownership and control, including conglomerate ownership, vertical integration and diversification. 

• Mojang Studios, which is now owned by Microsoft Studios, a division of the parent company, Microsoft. 
• Mojang Studios is their only first-party studio in Europe.
• Given the nature of the parent company and the loyal fan base of PC gamers, it was in the company's interest to invest US$2.5 Billion to purchase Mojang for long term revenue. 
• Other collaboration with gamers developers include Telltale Games who helped develop the Minecraft: Story Mode in 2015. 
• The PlayStation versions were developed by 4J Studios. 

• Formats- by 2012, Minecraft was available for Xbox 360 and Xbox Live. In 2013, Minecraft: Pi Edition, meant for educational purposes for novice programmes and players, was also released. In 2014, Microsoft acquired Minecraft intellectual property for $2.5 billion. In 2015, it reached 30 million copies sold. To date, over 121 official copies of the game have been sold across a variety of formats and platforms. 
• Distribution- versions of the game can be purchased over the internet using such outlets the PlayStation Network or Xbox Live Arcade. Recent additions include the Nintendo platform which was excluded from the initial Minecraft releases; available to download for December 2015 with physical copies from June 2016 and most recently for Nintendo Switch (May 2017) and Nintendo 3DS (download only from September 2017). The Minecraft: Story Mode- A Telltale Games series is also available via Steam.
• Critical Reception- on it's release, the game won five awards at three conferences, including an Innovation Award, Best Debut Game, Best Downloadable Game, Audience Award and Seumas McNally Grand Prize. 
• Genre- Sandbox Game- a game free of structure and constraint; players are free to roam and make choices about how they use available content. Sandbox games are often described as having open world settings. Minecraft later created a hybrid genre with the story versions and is sometimes categorised as sandbox, survival. 
• UK's share of the market is just over $4 billion. China, the fastest growing sector, currently enjoys US$24.4 billion versus America US$23.6 billion. 

Jungle Book 2016

Production...

• JB 2016 was produced by Walt Disney Pictures.
• Directed and co-produced by Jon Favreau.
• Written by Justin Marks. 
• Partly based on Disney's original version.
• Drew on Kipling's original books, giving a rather darker tone. 
• Disney's on-going policy to create live action versions of it's earlier animated classics.
• The largest part of what is seen on screen was produced using CGI.
• Its considered as live action.
• Favreau wanted the film to be part homage-tribute.
• A dreamy pull-back through undergrowth that slowly fades from hand-drawn into CGI. 
• Multi plane camera.
• British digital effects house MPC.
• Realistic look-not in a cute and cuddly cartoon-style.
• Target older movie goers.
• That humour would have been too broad for a live action.
• Disney were quite open to Favreau's new approach in handling their characters.
• Narrative structure- saw what Kipling did.
• To focus on the images that Favreau remembered from it. 
• Behind the scenes- 
• book open like the original film there was men- reinvention.
• mixed with old Disney films such as Bambi.
• Cast representing a modern audience. 
• Orangutan - avoiding racial stereotypes.
• Concepts art .
• Voice influenced the animation process - the voice came first.
• Location scouting (India) to take pictures for a realistic representation of the jungle.
• Bigger crew than JB original. 
• Worldwide production - different backgrounds and gender.
• Representation of Mowgli- more accurate.
• JB 16 included some of the original music.
• Disney's huge archives.
• Original songwriter Richard Sherman - people from the original film are part of the JB 16 production. 

Ownership, Marketing and Distribution...

• Disney leads the world in the production and distribution of popular culture.
• To have this incredible vault of content that they can go back to and re-imagine, re-tool and recreate for today's audience just gives them a depth and breadth of films that is almost unparalleled. 
• Walt Disney Studios Chairman, Alan Horn, as one of a series of remakes of their classic properties.
• They revive classic characters for a new generation of kids, and their smitten parents may be especially willing to shell out for related merchandise. 
• Sean Bailey created the division's escalating success rate to the SILO SYSTEM, instituted by Disney Chairman Bob Iger and managed by Alan Horn.  
• SILO SYSTEM- it is a program where which each division says in its own lane and isn't pressured to make more movies than it's marketing machine can handle, while maintaining quality controls. 
• The production process of JB 16 was highly dependent on other companies, such as MPC. 
• JB 16 was distributed by Walt Disney Studios Motion Pictures.
• Warner Brothers had been producing their own adaption of Kipling's The Jungle Book Favreau (director) was aware of the technological inter-relationship between the making of the film and its promotion. 
• What's interesting about the film is we are telling an old story with new technology and that's bled over into other aspects of film and promotion.
• JB 16 Facebook, Twitter, Instagram accounts.
• Convergence. 
• Traditional marketing devices (theatrical trailers and print-based posters).
• Disney uploaded as interactive movie poster on Snapchat and users could apply a framed 'Jungle Book' lens. 
• JB 16 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).
• It has subsequently been released on DVD and Blu Ray and JB has also been released by Disney as digital downloads via iTunes, Disney Movies Anywhere etc.
• Walt Disney Records has released a soundtrack album.
• Merchandise was, of course, another money spinner for Disney with the Disney Store, selling toys, clothing and home ware.  

Regulation...

• Sex&Nudity- throughout the movie, the only thing the main character (Mowgli) wear is a loincloth. 
• Violence- there are scenes of fighting depicted between various animals in the film, where they are seen attacking and biting one another. Although these scenes are intense, they are depicted without any details of injury or bloodletting. 
• Alcohol, Drugs&Smoking- Mowgli looks at a human village from a distance. Against a background of blazing flames, people seem to be celebrating something. There are drinks in their hands but nothing is clearly visible. 
• Frightening&Intense Scenes- the film contains several scenes where characters face threatening situations and/or engage in fighting. For instance, there are scenes where the protagonist is being pursued or cornered by animals such as a tiger or a giant gigantopithecus. 
• The Jungle Book 2016 is a live-action/CGI update of Kipling's classic book of short stories that has many scary/intense scenes involving menacing wild animals. 

Technology...

• The Jungle Book 2016 was both a marvel of technology-driven cinematic storytelling and a box office smash. 
• JB 16 is the result of cutting edge CGI- he animals were created digitally post-production and the one actor in the film (playing Mowgli) acted against a blue screen. 

Economics/Funding...

• JB16 costs an estimated $175 million to produce but opened with $103.6 million in North America.
• Biggest April debuts 
• Grossed over $966 million
• 35th highest grossing film of all time
• $2.58 billion globally
• The studios- top-four grossing films of the year.
• Released in 70 countries- depending on competition and school holiday dates
• Strong in terms of 3D ticket- sales
• Successful in India and China
• A sequel is planned

Maintaining audiences...

• Highly developed corporate synergy
• Disney products are themselves advertisements for Disney
• Appeal to a wide range of age groups 
• 49% over 25 years of age
• 51% under 25 years of age
• 18-24 lead to 33% of tickets sales 
• Widely over-performed
• The movie is playing to not just the converted Disney female audiences, but to all demos
• 97% of the audience gave the film an A or B

Jungle Book 1967

Production and Technology... 

• 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. 

What is the certification of The Jungle Book 1967 and why was it given this rating? 

• 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. 

       

Website