How digitally convergent media platforms have impacted movie production, distribution and consumption - The Jungle Book 1967 vs. 2016

Explain the impact of digitally convergent media platforms on movie production, distribution and consumption. Refer to The Jungle Book 1967 and 2016 to support your answer(15 marks).

Over the five decades since The Jungle Book 1967 came to the silver screen, there has been a complete technological revolution. While the 1967 film was only released on the one available platform – the cinema – the 2016 film is – one year on – already on multiple platforms for audiences to view globally, including online streaming.

Firstly, digitally convergent media has had a huge impact on movie production, for example by allowing synergies in production that produce cost saving for movies can be shown across a number of convergent platforms like smartphones, TV, and cinema. Also by allowing synergies in production it creates brand identity which can be shown across convergent platforms, making that brand more popular. When the 1967 Jungle Book was released, there was no digitally convergent media, but between then and when the 2016 Jungle Book was released, digitally convergent media was introduced which gets the movie across to more people, which creates a bigger audience for the franchise. Additionally, because of the huge technological advances to movie production the 2016 film got to use green screen, computer animation and CGI, unlike the 1967 film which used  hand drawn stop motion animation.

Convergence between social media platform has enabled Disney’s audience to have an active voice in its on-going production through feedback and commentary through Youtube, Facebook and online fan communities. Convergence between social media has also given Disney the knowledge about its audience, which has enabled them to critique ideas to suit there audience. As Disney’s CEO, Robert Iger said: “The media landscape is increasingly defined by direct relationships between content creators and customers”.

The internet’s availability over a multitude of different platforms has acted as an enabler to movie companies in terms of how they distribute films, for example vastly cutting down on distribution costs and increasing audience. This means that the company is able to get there creation out to many more people, which gives a variety audience. It also creates diversity because more people who speak in different languages can access it and understand it.

On the other hand, digitally convergent media can have a negative side. For example, in some cases the impact of digitally convergent media platforms has also increased the risk of movie production for movie companies, e.g. via leaked content that is playable across a number of convergent platforms and online piracy- it is easy for audiences to illegally download Disney movies and TV shows. Back in 1967, they would of made the maximum amount of money in the box office because there was no streaming. As in 2016, they would not of made as much as they could because of streaming and illegal downloads. 

Furthermore, digitally convergent media also helped in creating additional monetisation features which brings additional revenue and also helps capture further audience information to refine future products, such as Disney Life and Disney Universe. Also from this, additional money was made from the products they sold, for the franchise. 

In conclusion, not only did digitally convergent media platforms impact movie production, distribution and consumption it also created huge advancements to media. It also brought to life a whole new age of media that wasn’t available back in 1967 when the first jungle book came out, which meant they couldn’t benefit from it like the 2016 Jungle Book, which ended up being a huge success with the help of digitally convergent platforms.