“Frozen” is an achievement on a whole new level.
Katie’s blog, “Advertising Outlet” refers to the successful marketing of Disney’s new Frozen movie.
Similar to her, I wouldn’t have known that from that numerous advertisements and trailers that I observed before watching the film. Of course, Frozen was an amazing musical with heart warming characters and unforgettable songs. Though, based solely on the film’s deceptive marketing campaigns, it does not do this movie justice.
When I first watched the trailer, I did not even know that Frozen was (a) a musical and (b) about a kingdom with princesses, music and queens. The billboard focuses on Olaf the snowman, and deters attention away from the main human characters. Provided with this misleading image, confusion and stereotyping of the movie surfaces, and ultimately daunts off the older audience.
Furthermore, even the official trailer focused solely on Olaf as the protagonist.
My opinion is that Disney should have taken advantage of the huge target segment that they could reach with such a relatable story plot. There are vital life lessons about the peril of falling too quickly for a boy, which parents of young girls will appreciate. As well, a significant message about the bond of siblings, which relates to many people.
Disney has reconstructed the critiqued stereotyped theme of a love story that the princess always needs her prince. Frozen has taken a leap of innovation and gives young girls a character to look up to.
Although Frozen was highly successful, marketing could have been done much more efficiently. It was primarily the strategy of “word of mouth” that scored this movie in the top box office.
This post was in response to the blog post DISNEY’S UNIQUE MARKETING APPROACH FOR “FROZEN”–AND WHY IT WORKED