Jungle Book gets totally pointless 'living poster', shows the back of a bunch of animals' heads

Disney's live-action adaptation of Rudyard Kipling's classic tale is desperate for your attention.

"Living" posters are here to stay, apparently. And Disney's new take on The Jungle Book was just landed with one. 

The 15-second clip zooms in on Mowgli surrounded by the creatures of the jungle before the title explodes out of his fiery torch. Considering it's still just a poster, albeit one that dries up 15 seconds of your time, there's absolutely nothing about the film's content being revealed here. And no imaginable advantage to its existence beyond just normal, non-living posters. 

"Living" posters have this odd feeling of creating unnecessary hype around their release; of self-defining themselves as an event equal to a new trailer dropping, then delivering comparatively little in their content. More and more blockbusters, however, appear to be heading in the direction of obsessively manufacturing events around their own marketing and, frankly, it's becoming exhausting.

We're getting to the point where the very art of the movie trailer is being dismantled, piece by piece; we're existing in a constant state of oversaturation. The Jungle Book is months ahead of its cinematic release, yet marketing strategies like the 'living' poster suggest studios believe future success is tied into a need to constantly be on a potential audience's radar.