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.