The document discusses the marketing campaign for the Disney movie Frozen. It describes how the film used traditional techniques like posters, trailers, and magazine articles as well as newer digital methods on YouTube, websites, social media, and apps. No major stars were involved but the film still became the highest grossing animated film ever. The extensive marketing kept audiences engaged and interested in Frozen content for years.

1. Frozen
Sam Macdonald, Eleanor Price,
Josh Bestford and Emily
Cockayne

2. Facts and Figures / Star Cast

3. Facts and Figures/ Star Cast
Kristen Bell, Idina Menzel, Jonathan Groff, Josh Gad, Santino Fontana, Alan Tudyk.
None of these actors had been previously recognised before starring in this film. This
tells us that Frozen didn’t need ‘Stars’ to be a success.
Elsa’s castle needed at least 50 animators to create it.
In total the film took 600 people 2 and a half years or 3 million hours to complete.
Frozen became both the highest grossing animated and highest grossing musical of all
time and the 9th highest grossing film of all time with a worldwide box office gross
$1.097 billion.

4. More Facts and Figures
Elsa had more strands of hair then Rapunzel with a whopping 420,000 single
strands.
The Film was massively successful across the world and stayed in cinema’s for 27
weeks after release. Then was re-released around the Christmas Period the
following year for a further 3 weeks.
Frozen had the most success Japan making $249,036,646, following that was the
UK making $64,733,660.

5. New Marketing Techniques

6. New marketing techniques
There have been many new marketing techniques that have been used for the marketing of the film frozen.
These include social media’s such as facebook, twitter, instagram and youtube. Youtube was very important
in the marketing process of frozen as it revealed a lot to the audience giving them regular content to watch
even after the film had been published and distributed. Another method of marketing frozen is through its own
website this was a very successful marketing technique as it allowed for a very large audience to reach also it
was made interactive through videos, games and other aspects being regularly updated which allowed for the
audience to keep coming back for more content keeping them interested until the release of the film and even
after the film had been released. Another method of marketing used by this film is apps for the different
technologies these apps included
Games, and other things that would keep the
Audience interested.

7. Frozen’s youtube channel
Frozen sing along
Frozen has used its youtube channel to
market the frozen campaign they have
produced many different variations and
additions to add on to market the film. These
variations include sing along versions, behind
the scenes clips, sing along’s with specific
characters in the film such as olaf and other
different things that can be accessed using
the youtube channel. This kept the audience
coming back for more content and also
allowed the audience to feel involved as they
could sing their favourite frozen songs while
the character did too making it more
interactive and getting the audience involved.

8. Frozen’s website
Disney’s frozen has it's own website, this was very important in the marketing of the film, its website was and still
is an important part for the fanbase of Frozen. On this website there are many tools such as games and videos
which include sing alongs, behind the scenes, and animated cartoon lego videos. The huge amount of videos on
the website is important because it allowed for fans to come back and feel engaged in the process by watching
something new. There is also links to the characters and activities that can be done and printable things that can
be used such as colouring pages and sing along sheets. The most important part of the website is there is a link
to the disney store where all of the merchandise for frozen can be bough such as t-shirts and other items.

9. Frozen’s instagram, twitter and facebook
accounts
Frozen has multiple social media accounts such as facebook, twitter
and instagram. All of these showed updates and aspects that frozen
wanted to show of the build up to both the release of the film and
getting it marketed and popular once it had been released. As you
can see there were many different social media platforms that could
be accessed for Frozen, these were all very important because it
allowed for the film to much larger audience as some people only
used twitter and could find the film and updates whereas other people
may have only had facebook so making it available on different social
media platforms allowed it to reach a much much larger target
audience.

10. Frozen apps
Frozen has other marketing techniques rather than just social media sites
and a website. They have also used a variety of different methods of
getting there film marketed such as allowing their film to be put onto itunes
where it can be bought for a specific price, also the music that is in the
frozen movie can all be bought on the itunes store. Another way is through
apps that were created and link to frozen, disney made a game called
frozen free fall which again showed the characters and storyline of the film
and carried on the marketing and distribution of the film, doing this also
gave them a larger audience as the film could be accessed in many
different forms and on a variety of platforms.

11. Traditional Marketing Techniques

12. Traditional Marketing
Techniques
Frozen used a lot of traditional marketing techniques to present the
film to their audience.
They used things such as posters, reviews, trailers and magazine
articles to widen their audience.

13. Posters
Posters were a great form of
advertising to the younger generation.
Children would ask their parents to
buy them a poster for their bedroom
which instantly would act as a form of
advertising. There were also posters
put around towns and cities to
advertise the brand new, animated film
hitting the screens near them.

14. Reviews and
Trailers
An official trailer is a great way to start
the marketing because it gives the
target audience an inside look at what
the film contains but does not give
away the whole film.
Another way of marketing was by
reviews. People who watched the film
then reviewed it for others. By getting
a film reviewed it gives the film
publication as well as making people
aware of whether it’s good or not.

15. Magazine articles
Magazine articles are another way of
publishing the film. When putting Frozen
articles into a magazine, good or bad it
instantly draws people to watch it as they
want to find if the articles are accurate or
not.

16. Use of Stars

17. Kristen Bell
Kristen Bell plays the role of Anna, She began her acting
career starring in stage productions and attended the
Tisch School of Arts in New York. In 2001, she made
her Broadway debut as Becky Thatcher in The
Adventures of Tom Sawyer and starred in the Broadway
revival of The Crucible the following year.
Alan Tudyk
Tudyk plays the role Duke of Weselton, In 1990, he went
on to study drama at Lon Morris Jr. College. While there,
he was awarded the Academic Excellence Award for
Drama.
Tudyk is known for his performances in Wreck-It Ralph
(2012), Tucker & Dale vs. Evil (2010), and Dodgeball
(2004).

18. How Effective Do You Think The
Campaign Was?

19. How effective do you think the campaign was?
We think the campaign was very
effective in promoting and having
continuous marketing throughout
both the release of the film and
after. Making $1.276 billion in the
box office with a budget of $150
million.
The campaign was tremendously effective, primarily due to sales
of merchandise. £35 million pounds worth of merchandise has
been sold in the UK alone.
Furthermore, short, witty clips and trailers from the film were
released consistently before the actual release of the film in
cinemas, which kept the audience engaged and interested. This
allowed for the characters to become recognisable universally.
In conclusion, the Frozen marketing campaign was extremely
effective as they managed to get the faces of Frozen (Elsa,
Anna, Olaf) on a vast quantity of platforms such as magazines,
games, videos, and even lunchboxes.