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,