Success of Disney - marketing

How successful was the Disney's marketing strategy for the Jungle Book (2016)?

The 2016 version is slightly darker take, closer to Rudyard Kipling's.

Disney marketed JB 2016 by developing a The Jungle Book ride at Disney Land, billboards globally, Imax, publicity stunts, social media posts, games and of course, teaser and theatrical trailers.

They attracted the male demographic by using realistic animals, so it adds to the ides of them being more aggressive.

Advertising through social media will attract more of the male demographic, rather than just typically women and children.

Commercials on ESPN conveyed the movie as coming from the studio that made Pirates of the Caribbean; this film attracts a lot of the male audience. An extended 3D trailer for The Jungle Book was attached to Star Wars: The Force Awakens, which had an audience of mostly male; Disney also rolled out an action-oriented trailer during the Super Bowl.

Furthermore, Disney had JB covered on multiple Spanish language channels, media outlets and programs, etc. Studio marketers have learned that Hispanic movie watchers tend to buy buy tickets in particularly large groups; if you intrigue one family member, then you have created an exponential result. To achieve this goal, Disney teamed with Univision (American Spanish language broadcast television network that is owned by Univision Communications) for a five-week stunt that JB characters and clips to telenovelas, talk shows and sports coverage.

The Disney studio uses intertextuality from The Lion King, which might make some viewers nostalgic, or even their aim was to cross-promote one of the most popular Disney films of all time.

I believe that the marketing strategy was quite successful, as they exceeded their profit margin, and the Disney studio was able to create as much marketing through social media - which they were unable to do with the original in 1967 - therefore making it very successful. Also, they built a ride in Disneyland to promote the film, and encourage the viewers and fans excitement.