marketing 

Disney handled its own marketing and promotion for films produced and released by Walt Disney. The company had diversified into theme parks, creating Disneyland, and television and Disney had been aware of merchandise since the beginning.

technological convergence

where films like the jungle book and be marketed and consumed on a number of platforms such as cinema, streams, DVD, console, websites.

CMC and Synergy

this strategy of cross media convergence has became a basis for the Walt Disney company's rapid growth. some examples include DVD re-releases and tie ins with other companies like McDonalds happy meals promoting the jungle book two with toys