23 December 2013 5:11 PM, PST | Variety - Film News | See recent Variety - Film News news »

The Cinderella story of this year’s holiday box office is … go figure, Disney’s newest princess movie, “Frozen.”

Yet, despite the surprise success of its 2010 predecessor princess pic, “Tangled,” which grossed nearly $600 million worldwide, the path to B.O. glory for the Mouse’s latest fairy-tale treatment was nowhere near a slam dunk.

See Also: Disney’s Princesses: From Snow White to ‘Frozen’

“Frozen,” which so far has amassed more than $344 million worldwide and counting, features likely one of the most rewarding — though some might call it misleading — marketing campaigns of the year that successfully sold young boys on a story about two princesses all without ignoring its core audience of young girls.

For its first “Frozen” spot, Disney essentially released a standalone short featuring the film’s main sidekick characters — Olaf, the enchanted snowman, and Sven, the reindeer. Though elements from that promotion ultimately were incorporated into the feature film, »


- Andrew Stewart

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