Marketing Assignment : Frozen Is The Highest Grossing Disney Essay

947 Words Sep 22nd, 2014 4 Pages
Kendra Dell
BUS313
September 22, 2014
“Live” Marketing Assignment 2

Frozen is the highest grossing Disney-produced animated film of all time. It is the story of a fearless princess who sets off on a heroic journey to find her estranged sister, whose icy magical powers have trapped the kingdom in eternal winter. The film is a departure from Disney’s love-struck-damsel in distress, emphasizing the empowerment of women and family love. Although, Disney departs from its classic fairy tale formula, it still harbors those recognizable qualities that have left a permanent stamp on viewer’s hearts for nearly eight decades. In addition to reaching viewers hearts Disney had long been successful at impacting viewers wallets. It is for this reason I selected Frozen to analyze for product placement identification.

BrandChannel.com had listed under the year 2013, the film Frozen as a movie reviewed for product placement. I was surprised at the possibility Disney animation would promote a company outside the organization and so I spent 108 minutes watching intently for a product mention other then Frozen itself. As the film came to a close I had noted the repeated mention of chocolate and carrots by the lead characters. Their references were however general in nature, never specifying a particular brand such a Hershey or Bolthouse Farms.

My assessment of the film reinforced my original belief: Disney animation would not promote an outside organization. BrandChannel.com confirmed my…

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