2. Frozen
• The film I have chosen to in this assignment is the Disney film Frozen. The
institute that distributed Frozen was Walt Disney Motion Pictures. The
production company involved in making frozen was Walt Disney Animated
Studios. The studio was well known for all of the other Disney classic that
came before Frozen such as Aladdin and The Lion King and also more
modern Disney classics such as Tangled and Big Hero 6. The film was
directed by Jennifer Lee who would go on and direct the film sequel Frozen
2 and she also wrote the script for another Disney film called Wreck It
Ralph. The film was also directed by Chris Black who would also to on and
direct the sequel. The film was released on November 22nd 2013. The film
held the recorded for the highest grossing animated film of all time as it
made $1.29 billion at the box office and it would be dethroned by The Lion
King in 2019 as it made $1.656 billion at the box office. The genre as a
fantasy musical for all ages as it is a disney film.
3. The purpose of a marketing campaign.
• The purpose of a marketing campaign is to try and promote a film by
creating various marketing techniques and selling merchandise to make the
audience aware of what film is actually coming out and it helps to try and
make the film stand out and it will help creating a bigger profit.
• It also help to pull the audience in and persuade them to go and see the
film.
• Marketing is split into to techniques. Traditional marketing and viral
marketing.
• Traditional marketing is a marketing technique that is used to promote a
certain product such as billboards, newspapers or magazines.
• Viral marketing is another marketing technique witch used social media or
websites.
4. Disney announced
frozen in 2011 and it
was originally going to
be a hand dawn
animated film before it
changed to computer
generated animation.
screen writers Jenifer
Lee and Chris Buck
were inspired to write
there own version of
“The snow Queen.”
On June 16th
2013, the first
teaser poster for
frozen was
leaked.
On June 19th
2013 the first
teaser trailer
for Frozen was
released to
the public on
YouTube.
On September
24th 2013, the
theatrical poster
of frozen was
leaked.
On September
26th 2013, the
theatrical
trailer was
released to
the public on
YouTube.
On July 26th, the
third teaser
poster for
frozen was
leaked.
On July 10th,
the second
teaser poster
for frozen
was leaked.
5. On November
19th, Frozen
premiered in
the EI Capitan
Theater in Los
Angeles.
On November
22nd, Frozen was
released in
public cinema's
in the US.
On December
6th, Frozen
was released
in public
cinema's in
the UK.
On November
25th, the official
soundtrack for
frozen was
released to all
music apps and
in physical
copies such as a
cd.
On March
18th,Frozen was
released on DVD
and Blu-Ray in
America.
On March 31st,
Frozen was
released on
DVD and Blu-
Ray in the UK.
6. The teaser posters colour
scheme is all blue with a bit
of white to show the
audience that’s this film
could be set in the winter
or it could be about
someone with magical
powers as Disney films
normally have character
will abnormal or magical
powers and this will pull
the audience in.
Then reason why they have
added the creators of tangled
and wreck it ralph is to show
the audience that the people
who made them films are
making this film as well. It will
pull the audience in because
tangled and wreck it ralph were
both well relived by critics and
audiences so they will want to
see the film for Disney's track
record of good films.
The poster has a release date to
show the audience when it
available to watch. It shows that
the film is being released in
November and November is
when winter starts and the
snowflake in the middle of the
poster relates to winter. It
doesn't show the tear it will be
released. They could of don’t to
created hype for the audience
as they what for the year of
release to be shown.
The Disney logo is a selling point
because Disney is known for its
films that has an all ages
demographic.
7. This teaser poster is effective
because to makes the audience
think that is film is going to be about
winter with the font looking like a
icy pattern and the snowflake
surrounding it. It will also make
them ask the question “why is this
film going to be about winter.” it will
make them think of possibilities' of
what it is going to be about and that
will pull the audience in.
8. The figure show the
audience that the is are
Frozen Figure and this
will pull the audience in
by wanting them want
to by the figure for their
children as Frozen is a
film for all ages.
The title shows the
audience that this
these figures of the
characters are from
frozen and this will
pull the audience in
by showing them that
they actually are from
frozen.
This marketing technique is effective
because it help make a profit
releasing figure to help promote the
film and make a profit by selling
merchandise. It also makes the
audience aware that these character
are from frozen with the snowman
and the girls from the theatrical
poster and on the box art of the
figure box.
9. The poster future the
character that are going to be
in the film. It will pull the
audience in by showing the
audience the cartoonish
looking character will make
them want to take there kids
to see the film as it is suitable
for their demographic. The
dominant images look like
they have been structured as
a hierarchy. The snowman
Olaf is considered the best
character and he holds his
head up as high as he can to
show popularity and power.
The poster tells the
audience that this film is
also going to be in 3D to
help make a profit as
watching a film in 3D is
more expensive see.
Disney film are also
known to distribute they
films in cinema's with an
option to see it in 3D.
The Disney Logo is a good
marketing technique because it
will pull the audience in by
making them want to see it
because it shows that this is a
Disney film and Disney is
known to create film for all
ages and that will help make a
profit as kids and adults alike
will want to see it.
The poster shows the audience that
it film is going to be released on
thanksgiving. The film being
released on thanksgiving gives the
audience a message about coming
together and thanksgiving is about
coming together and celebrate and
the dominant images of all off the
character are together.
10. This theatrical poster is effective
because it shows the audience directly
who main character are in the film to
help build hype around the film. It will
make audience think “ what are these
characters going to do the film and
who are they?”
11. The Frozen Facebook page is a good marketing technique because according to sproutsocial.com, 81% of 18-29 year olds and
78% of 30-49 year olds use Facebook. People at that age usually have kids and when log on to Facebook and see the Facebook
page for frozen, it will make them aware that the film going coming soon and it will be good for their kids. When the Facebook
page was created, the first posts on the page was concept art and multiple font changes to build up hype for the audience as it
will make them think that this is going to be something amazing. This Facebook page is effective because it will make the
younger demographic aware of the film coming out and it directly shows the audeicne that this page is about frozen with all
the characters.
The Facebook page also
promotes a streaming service
where you can watch the film.
This is a form of product
placement for Disney as they
will want people to download
there app and subscribe to it to
create a profit off it.
12. Snapchat promoted Frozen by creating filters that relate to Frozen witch can be used to take photographs' with. The
filter would make your hair and eyes to blue and make them look like snowflakes. This is to show the audience that
frozen is set in the winter and winter is associated with the colours white and blue and associated with snow, ice and
snowflakes. The filter will make them want to go and see Frozen by making the audience think that if the film is
showing up as a snapchat filter, it is going to be a big film. This ,marketing technique is effective because it shows the
ausdeicne that this filter is related to Frozen with the blue filter associated with the film and winter.
13. The teaser trailer for Frozen only feature 2 of the characters in
the film. The tone of the trailer is lighthearted and comedic as
the moose tries to eat the snowman's nose. This trailer shows
the audience that this film is going to be a funny and
entertaining film that will be best suited for children and this
will help attract an audience. It also gives the audience the
wintery setting of the film to show the audience that this is
going to be set in the winter, and it could ether be about
Christmas or set in a world surrounded by snow. It will pull the
audience in by wanting to know why it is set in winter. The
trailer is slow paste as it is mainly aim at kids and kids don't
the the processing power of an adult so keeping it at a slow
paste will make it easier for a younger demographic to
understand what is going on in the trailer. The lighting in the
trailer is mostly light to show the audience that this film is
going to be light hearted and kid friendly and this will
persuade the audience to go and see the film and it will
appeal to kids because it the trailer is has bright lighting, they
will enjoy the film. This film trailer is effective because it
shows the audience what demographic it is aiming to pull, and
it will make them want to go see it with their children.
14. All 3 of the product link together because of the font of the film title as all 3 of them have the same font to show
the audience that they link to the film that is coming out to help raise awareness that this film is going to be big.
this technique was carried on to its sequel Frozen 2 as that film di the exact same thing. These 3 products also link
together with the colour blue as all 3 of the product have a blue background behind the title to show that the film
going going be about winter. These 3 products also link because the product all have the same characters to show
that they all relate to the film.
15. Conclusion.
• Overall the marketing campaign for frozen was very successful as frozen make
$1.276 billion at the box office on a $150 million budget. The song let it go
reached 1.9 billion views on YouTube witch makes it the most viewed Disney song
of all time. The films was well relived by critics and audiences alike. The film holds
a 90% of rotten tomatoes, a 7.5 on IMDb and a 74% on Metacritic. The original
song “let it go” Peaked at number 5 on the billboard hot 100 witch makes it one
of the highest charting Disney songs of all time. The original soundtrack for
Frozen which includes “Let It Go” peaked at number 1 on the billboard 200 for a
solid 13 weeks. According to culture trip, the album is considered the 12th best
Disney album of all time, beating out other Disney classic such as “Tangled” and
“Sleeping Beauty”.
16. • Due to the films massive success and the marketing campaign being a
success, Disney released straight to DVD short films that are set in the
frozen universe such as “Frozen Fever” on March 27th 2015 and
“Olaf's Frozen adventure” on November 22nd 2017.
