How technology and social media play a role in 'The Jungle Book'

Disney is going beyond the bare necessities in promoting its live-action film The Jungle Book.

The movie, which hits theaters in April 2016, has already generated buzz after the release of a 6-second teaser on Vine, full-length trailer on YouTube in September and special extended 3D trailer in select IMAX theaters.

As of Wednesday, Disney is adding another innovative marketing tool to its list: An interactive movie poster, which debuted on Mashable's Snapchat Discover platform. The new poster, which is 15 seconds in length, zooms in on an animated Mowgli (who is holding a torch) in the jungle as dramatic drums play in the background. Read more...