Unit 6 Learning Aim A Resubmit

1. Unit 6: Learning
Aim A
By Beth Potter

2. Introduction
In this slide, I will be talking about how Disney promoted their newest movie
‘Frozen 2’. Frozen 2 is an American animated film produced at Walt Disney
Animation Studios and distributed by Walt Disney Studio Motion Pictures. The
film was released 22nd November 2019, the film was directed by Jennifer Lee
and Chris Buck. The genre of the film is a drama/fantasy and lasts for 2 hours.
The film uses the original cast of Frozen whilst adding a few more.

3. Box Office
Budget: $150,000,000 (estimated)
Opening Weekend USA: $130,263,358 on the 24th November 2019
Gross USA: $449,876,364
Cumulative Worldwide Gross: $1,325,176,364
The film received positive reviews from critics, who praised its animation, visuals,
writing, music and vocal performances. It has grossed $1.325 billion worldwide,
had the highest of all time worldwide opening for an animated film and is the
second highest grossing animated film of all time and the third highest grossing
film of 2019, as well as the 14th highest grossing film of all time.

4. Media Campaign
A social media campaign is a coordinated marketing effort to reinforce or
assist with a business goal using one or more social media platforms.
Campaigns differ from everyday social media efforts because of their
increased focus, targeting and measurability. The ultimate goal of a marketing
campaign is to get more leads or sell more widgets. Campaign objectives
should be SMART: specific, measurable, achievable, realistic. Objectives keep
the campaign on track. A media objective is a clear, concise statement of a
goal. It tells you what the media plan should accomplish and is very specific,
often measurable terms. The rationale supports the media objective with
marketing facts - it tells you why the objective makes sense.

5. Synergy
Synergy is the term used to describe a situation where different entities
cooperate for a final outcome. It is the strategy of synchronising and actively
forging connections between directly related areas of entertainment. In this
media campaign, Frozen is part of a synergy as Disney is the outlet and Frozen
1 and 2 is the DVD as well as the game (Frozens Adventures) and CDs
(singalong).

6. Cast
-Idina Menzel (Elsa)
-Kristen Bell (Anna)
-Josh Gad (Olaf)
-Evan Rachel Wood (Queen Iduna)
-Jonathan Groff (Kristoff)
-Sterling K.Brown (Lieutenant Destin Mattias)
-Santino Fontana (Hans)
-Alfred Molina (King Agnarr)
-Jason Ritter (Ryder)
-Martha Plimpton (Yelanda)
-Rachel Matthews (Honey Maren)
-Alan Tudyk (Arendellian Soldier)
-Ciaran Hinds (Pabbie)
-Jeremy Sisto (King Runeard)
-Mattea Conforti (Elsa)

7. Why Frozen Is A Huge Success
More than any other animated film in history, Frozen has resonated with global audiences. It has
made over $1.072 billion in just a weekend. The Disney film surpassed the box-office intake of Toy
Story 3 ($1.063 billion) and has cracked the top 10 worldwide highest-grossing movies of all time.
The movie is a four quadrant success and it appeals to males and females over and under 25 years
old. Disney tends to work with Generation Z, called the Pluralist Generation by research firm Frank
N. Magid associates. These are the young people born between the late 90’s and mid-00’s. By
refuting the notion of love at first sight in the film, and by subverting the salvation heroines can
receive by loves first male kiss. There is a new realism, a toning down of the American Dream being
passed down to kids by young parents. People are saying that Frozen provides us with a positive
reinforcement of these notions. Gender roles are either blurred or tossed altogether, and that is
how the Pluralist generation sees things. In the film, true loves kiss comes not from a strong,
handsome man but from the love of a sister. Frozen was widely praised as being one of the studio’s
most LGBT friendly productions yet. Mindhunter star Jonathan Groff (Kristoff in Frozen) is Disney’s
Animations first openly gay actor to play the protagonist's love interest, while character Oaken (Chris
Williams) is arguably the studio's most visible LGBT character.

8. To market Frozen 2 after Frozen, Disney created spin offs, Frozen Fever and Olaf’s
Frozen Adventure. In doing this, it will excite Frozen/Disney fans and will make them
want to see the new movie more which will bring in a mainstream audience and
increase box office sales. Frozen Fever and Olaf’s Frozen Feature is available on
Youtube. They are both short films but they still excite Frozen fans for upcoming
projects in the future and by producing the short films, they keep the hype of Frozen
going and by using the same characters there is a cohesion of house style.

9. When the first Frozen
was released six years
ago, they never could
have imagined how
much it would mean to
people of all ages. (1)
As a result of this, they
knew they would have
to create the sequel of
Frozen and the cast
and crew of Frozen
have been dedicating
their time to Frozen 2
for four years now. (2)
At Walt Disney
Animation Studios,
they never make a
sequel unless the
film-makers
themselves have an
idea for a film and
desire to tell it hence
why Frozen 2 is their
fourth sequel even
though it is the
studio’s 58th
animated feature.
Frozen 2 is their first
animated musical
sequel. (3)
The film-makers realised that there
was more story to tell when people
kept asking where did Elsa get her icy
powers from? Which audiences were
lead to understand that Frozen’s
ending was really just the beginning
for Elsa and Anna, having newly been
reunited as sisters. (4)
Frozen 2 is ultimately a
mythic fairytale about
home and family, self-
discovery, courage and
the power to never give
up. While Frozen 1 had
the thematic villain of
fear vs love, Frozen 2
has antagonistic forces
and obstacles instead of
a single big bad villain.
(9)
There were
episodes of the ABC
Tv series, Once
Upon A Time that
included Anna and
Elsa, the film
makers do not see
any of that story as
canon, and they
made a point not to
see it, so that it
wouldn’t affect their
storytelling. They
see Frozen 1 and 2
as one complete
story. (5)
They began work on the sequel
began when the filmmakers and
artists went on a research trip in
September 2016, to Norway, Finland
and Iceland in 2016, where they were
deeply inspired by the beauty of the
locales. The Fall colours of Norway,
the waterfalls and the beauty of
Iceland, all made it into the film. The
contrast between Norway and
Iceland helped the film-makers frame
the differences between Anna and
Elsa. Anna feels at home in Norway
with its fairytale setting whilst Elsa
feels at home in the dark, mythic
Iceland. Mythic characters often
meet a tragic fate and it is the fate
that Anna is worried about and trying
to protect her sister from. (6)
Thy knew that they
would need original
songs for the
sequel so the
filmmakers brought
songwriting team
Bobby Lopez and
Kristen Anderson-
Lopez back in to
work. They worked
closely together
each day to deliver
the seven songs
that are included in
the film. Elsa has
two songs in the
film and now
Kristoff has his own
song. (7)
Along with the returning
voice actors Kristen Bell,
Idina Menzel, Josh Gad and
Jonathan Groff, the sequel
includes the addition of
Evan Rachel Wood as Anna
and Elsa’s mother, Queen
Iduna and Sterling K.
Brown a Lieutenant
Mattias. (8)
In the film, the father
warns Anna and Elsa
that the forest may
wake again and they
must be prepared for
whatever it may bring.
As Anna and Elsa are
concerned about this
happening, their
mother sings them a
lullaby about a place
that has all of the
answers to everything
you could ever want to
know. The lullaby is the
first song in the film
and the first time
which the audience will
hear Rachel Wood
sing. (10)
Present day Arendale in the film
is three years after the gates
were opened but this time Anna
has her sister back, Elsa is
Queen and she has Kristoff, Olaf
and Sven. Olaf is also very happy
still as he has permafrost now
which will stop him from
worrying about melting and
enjoy summer. However this will
change when Elsa begins to hear
a distant voice which is actually a
cry that she can only hear. The
cry is from the Enchanted forest
that their father warned them
about when they were children.
(11)
With Elsa waking up
with the forest and the
spirits, Arendelle is in
danger and the trolls
warn her that in order
to save her kingdom,
she must go into the
Enchanted forest and
find the voice that is
calling her. (12)
Elsa realises that she
needs to save
everyone on her own
without any help as
on her journey, she
will need to face the
Dark Sea which
contains a majestic
and foreboding water
spirit called the Nokk.
(13)
When creating the
character Nokk, the
designers had to think
about the Nokk not only
above water but also in
water and decide on
how much water they
would need to describe
a horse whilst playing
with the abstraction of
design. (14)

10. This film introduces the Earth
Giants who are made from
rock. Whilst designing them,
the designers had to take the
big scale of the characters
into account and integrate
them into the environment as
they are made of rock. They
also infused some of the DNA
from the trolls in the first
Frozen as they developed the
living, breathing creatures. To
help them preserve their
stone like features, they
devised a way for the rocks to
slide around rather than bend
for them to move around.
(15)
There was a challenge of
creating Gale, the wind spirit
as they were trying to figure
out a way to draw wind. So
they thought about debris,
sticks, leaves and things
which may be in a forest
which they could use to
define Gale. The designers
also used colour, pattern
and light to help bring the
character to life. (16)
The goal with creating Bruni, the
Salamander, was to make him
appealing and very cute. They
looked at Salamanders, lizards
iguanas and other reptiles for
reference to design the character.
Salamanders move very slow but
the creators wanted Bruni to
move a bit quicker as he is more
of a cartoon character, rather than
a realistic one. (17)
In Frozen 1, they mainly
focused on a jewelled winter
palette for the setting and link
in with the storyline whereas
in Frozen 2 they focused on
using Fall/Autumn and the Fall
colour palette which includes
colours from yellow to dark
reds and browns and is all on
the warm side of the
spectrum. In order to to way
the two sensibilities together,
they went more with
magentas and reds with a
lacing of yellow, instead of
focusing only on oranges and
yellows. (18)
In Frozen 2, Anna’s costumes signify
the Fall season. The filmmakers
decided that Elsa will always be in a
light colour so that she looks and
represents ice. For a character like
Elsa, who is complex and constantly
evolving, her costumes are constantly
evolving with her. When audiences
first met Anna and Elsa as children,
they were both bright but as Elsa
becomes more secretive and
secluded and closed off, so do her
silhouettes. (19)
Elsa has higher collars and
gloves, longer sleeves and
hemlines and her colours
get darker, which is meant
to show that she is
becoming more and more
closed off from the world.
(20)
In Frozen Elsa’s movements
were based more in ballet. In
Frozen 2, her movements are
more modern dance like. They
balance on the breaths the
character takes with the
movement of her body, when
conveying the emotion of
each scene. Elsa also has a
grace to her and her fingers
have a nice flow to them
when she is casting magic.
(21)

11. Marketing Timeline
First teaser
poster released
early 2019 of an
ice crystal. (By
marketing
agency Legion
Creative Group).
1
The first trailer
released in
February received
43.6 million views
on YouTube. 2
The second
poster was
released in early
June of Anna and
Elsa walking
through the
woods. 3
In early June, the
first full trailer
was released
and received
85.5 million
views on
YouTube. The
trailer focuses
on Elsa being
sent on a quest
to find “the
truth”. 4
Disney used
the Annecy
Film Festival
International
Film Festival as
a venue to
debut a couple
of clips from
the film in early
July.5
The film was a big
part of Augusts
D23 fan
convention.
Footage was
shown to
attendees and
members of the
cast were
appearing to
answer interviews.
6
A new mobile
game, Frozen’s
Adventures was
announced in
August for release
timed with the
movie hitting
theatres. 7
Target revealed
a deal with
Disney in August
that included the
retailer creating
themed sections
in alot of their
stores
specifically for
merchandise. 8
In September, a
theatrical poster
was released
showing Elsa
standing at the
front of other
characters
assembled
behind her. 9
A second trailer was
released in
September and
received 21 million
views on YouTube.
Debuted on
corporate siblings
ABC’s Good
Morning America 10
A Special Look
released at the
end of September
featured one of
the movie’s new
songs and
included lots of
footage of Elsa
taking on the
challenges she’s
presented with on
her journey. 11
A series of
character posters
(by marketing
agency Ten30
Studios) featuring
Elsa on her own,
Elsa and Olaf in
danger, Olaf being
adorable and
Kristoff and Sven
riding into battle
came out in
October. 12
TV commercials
began running in
early November, with
spots that focused on
how the movie ties
into past events, what
new adventures await
the characters and
more. 13

12. Panic! At The
Disco released a
lyric video for
“Into the
Unknown” off the
movie’s
soundtrack in
early November.
14
Members of
the cast were
at both the
world
premiere in
Hollywood at
the Dolby
Theatre on 7th
November. 15
The IMAX poster for the film
was released on 22nd
November- the same
release date of the film. The
poster offers a look at a
shot seen in the teaser
trailer, with Elsa running up
the ice path she’s created,
only to be met at the top by
a horse also made out of
ice. It shows how Elsa is
heading into danger, while
creating a sense of mystery
about what exactly she’ll
face. 16
Overall I think that Disney’s marketing
strategy has worked of marketing the film
as they managed to reach out to the
mainstream audience and give people
what they wanted without leaking any
information of the film. It had received
good views from critics, who praised its
animation, visuals, writing, music and
vocal performances and furthermore
bring in a high grossing in just the
weekend it was released, meaning that
viewers were desperate to see the film
from what they had already saw from the
marketing.

13. Traditional Marketing
Traditional marketing refers to a kind of promotion, advertisement in which
companies use this method in the early period to market their product. This
marketing includes print advertisements, billboards, flyers or pamphlets, TV,
newspaper, radio etc. One way of which Frozen 2 was marketed is through
teaser posters.

14. Teaser Poster 1
An ice crystal is the only thing shown on the teaser
poster by the marketing agency Legion Creative
Group from early in 2019. In doing this, it is a tactic
that is similar to how Disney has used one iconic
item on posters for its new films such as Dumbo
and Aladdin etc.

15. Teaser Poster 2
This second teaser poster was released in early June,
showing Anna and Elsa together in the woods,
presumably in the middle of the journey they’ve
taken. A similar poster came out in August, but this
time the sisters are further away from the camera
and the woods are covered in snow to make it clear
it’s still a frozen setting in which the story will take
place in.

16. Teaser Poster 3
In September, the theatrical poster was
released, showing Elsa standing at the front of
the other characters who are behind her like a
superhero team ready to take action.

17. Teaser Poster 4
A series of character posters by marketing agency
Ten30 Studios featuring Elsa on her own, Elsa and
Olaf in danger, Olaf being cute and Kristoff and Sven
riding into battle came out in October. The group
nicely distills the selling points of the movie,
specifically the power Elsa has at her command.

18. Teaser Poster 5
The IMax poster offers a look at the shot seen in
the teaser trailer, with Elsa running up the ice
path she has created, only to be met at the top by
a horse also made out of ice. This foreshadows
how Elsa is heading into danger, while creating a
sense of mystery about what exactly she’ll face.

19. The font on the teaser poster and official poster for the film is serif font. Serif
font is also known as “fancy font” as it is eye-catching to grab the audience's
attention and is different to sans serif font as they are often used to convey
simplicity and modernity or minimalism.
On the posters the serif font links with the movie as the theme is based
around frozen, ice, coldness and snow. The title is always underneath the
characters which has an affect on it as it seems frozen. The release date is also
underneath the characters with the same colour scheme font which makes it
aesthetically pleasing. The film was released in November which links to
winter and ties to the frozen theme, making more people wanting to go see it.

20. Viral Marketing
Viral marketing is a business strategy that uses existing social networks to
promote a product. Its name refers to how consumers spread information
about a product with other people, much in the same way that a virus spreads
from one person to another. Some examples of viral marketing is advertising,
video clips, interactive clips and social networking.

21. Social Media
Disney has used social media platforms such as Facebook, Twitter and Instagram to promote their
new movie Frozen 2. They have created a separate account from their official Disney account with the
username as ‘DisneyFrozen’. By using social media as a part of their marketing strategy, it is very
effective as technology and social media plays a big part in the society nowadays. As a result of using
this technique, Disney has managed to reach out to not just their target audience, but all audiences
creating one mainstream audience and selling their film to more.
On their social medias, they have included short clips from the film, countdowns till the film is
released, photographs and clips from movie premiers, press days and clips from when the cast
surprised fans at DisneyLand.
As of 15th March 2020, the film has grossed $477.4 million US and Canada, and $972.2 million in other
territories which sums up to a worldwide total of $1.450 billion.

22. Facebook:

23. Instagram:

24. Twitter:

27. Ideally, from the amount of awards the film has been
nominated for, we can see exactly that the film has been
successful and has received alot of positive critics and a
supportive mainstream audience.

28. The first teaser trailer which brought 43.6 million views on Youtube from
February primarily got people talking and speculating about what was
happening and who new characters might be. The first full trailer which
brought 85.5 million views on Youtube, was released in early June. It focuses on
Elsa being sent on a quest to find “the truth”, a journey she’ll be joined on by
Anna, Kristoff and Olaf.
First teaser trailer: https://www.youtube.com/watch?v=eSLe4HuKuK0
First full trailer: https://www.youtube.com/watch?v=Zi4LMpSDccc
Trailers

29. Trailers
In September, the second trailer had 21 million views on Youtube and
debuted on corporate sibling ABC’s Good Morning America, beginning with a
flashback as Anna and Elsa are told the story of a hidden, magical land by their
father. When Elsa starts to hear voices and a mysterious power threatens the
kingdom, both sisters set out to find out what’s happening, only to discover
that Elsa’s powers may hold clues. The trailer is filled with dramatic, striking
scenes but with Olaf bringing the happy side of things too.
Second trailer: https://www.youtube.com/watch?v=bwzLiQZDw2I

30. Advertising and Publicity
Disney used the Annecy International Film
Festival as the venue to debut a few short clips
from the film itself. Afterwards in the year, in
early July, the studio brought a photo station with
Anna and Elsa to Essence Fest. The movie was a
big part of Augusts D23 fan convention. At the
convention, there was a pavilion on the show
floor for people to visit and take pictures in but
footage was shown to attendees and members
of the cast appearing to answer questions.

31. Exclusive artwork and other collectibles
were also available and two new songs
from the movie was shown there. A new
mobile game, Frozen Adventures, was
announced in August for release timed
with the movie hitting theatres. Target
revealed a deal with Disney in August that
included the retailer creating themed
sections in a lot of their stores, specifically
for merchandise related to all Disney’s
properties including the movie and others.

32. Promotional Partners
-Saks Fifth Avenue, which offered a variety of high-end dolls, fashion accessories
and more. On 11/25, Saks’ New York City flagship store received a movie-themed
makeover, unveiled with a performance by Menzel.
-Google, which gave users its Nest Mini and other voice assistant devices access
to exclusive original stories featuring the movie’s characters.
-Columbia, which offered an exclusive collection of movie-inspired apparel
launching at the same time the movie hit theaters. The fashion brand also
sponsored the film’s world premiere live stream.
-Ziploc, which put movie branding and images on packages of storage bags.
-JC Penney, which ran a series of commercials highlighting all the movie toys,
apparel and other merchandise available online and at stores. It also offered an
exclusive Olaf ornament which was only in stores on 11/23.
-Nature’s Own, ran a sweepstakes giving people the chance to win a trip to
Norway on Adventures By Disney.

33. -General Mill, offered movie tickets and concession coupons in partnership
with Fandango for those buying two movie branded packages of Go Gurt or
Yoplait.
-Enterprise, ran a campaign positioning the car rental company as the best
place to start an adventure.
-Juicy Juice, put movie branding on juice bottles and ran a competition
awarding movie tickets, product coupons or a movie themed activity pack.
-McDonalds, put toys (Frozen figures) in their Happy Meals whilst also running
a competition to win Disney gift cards.
-Icebreakers, put characters on product packaging.
-Glade, used a co-branded advertisement to sell its limited edition “Icy
Evergreen Forest” fragrance.

34. -Kellogg’s, put movie branding on various cereal boxes, all of which contained
temporary tattoos of the characters.
-Iceland, had their very own Frozen plushies and huge Olaf teddy for the price
of £40 whilst raking in the money from their Frozen branded foods such as
Olaf’s carrot noses and Olaf shaped potato bites .
Some of the brands ran their own online ad campaigns to drive awareness, in
addition to other efforts. Disney’s own ad campaigns used images from the
key art, along with video clips to push people to the website to find out more.

36. In conclusion, this media campaign has been effective as it targeted the
audience and grabbed their attention through both viral and traditional
marketing. This has been done through targeting both adults and children as
supermarkets have sold Frozen themed groceries which adults buy and
Frozen themed toys which children would want. Through doing this it has
increased the people wanting to see Frozen 2 when coming out in cinemas
which will increase box office sales, views, likes and the number of people
communicating over it on social media, creating conversations, trends and
boosting the mainstream audience.