Disney’s new animated movie, ‘Frozen’ has gathered the usual interest of any major motion picture coming from the powerhouse studio. Based on ‘The Snow Queen’, the movie follows in the footsteps of ‘Tangled’, another 3D fairy tale movie, perhaps in more ways than one.
The most obvious comparison is, of course, the use of computer graphics instead of the traditional 2D most Disney fairy tale movies have used, but 3D is hardly a new thing. The acclaimed studio Pixar, blockbusters like ‘Wreck-it Ralph’, and several Disney channel TV shows, including ‘Sophia the First’ and ‘Doc McStuffins’, all use computer-generated graphics. Many other movies and shows are following the same route, rapidly making CGI one of the top animation styles today. The success of ‘Tangled’ only serves to cement the reputation of 3D movies in a competitive market and it’s no wonder ‘Frozen’ would follow suit.
The similarities don’t stop there. The synopsis of the movie calls main heroine Anna a 'fearless optimist', not unlike the character of Rapunzel, and the poster on IMDb has a fun, quirky look to it, rather than the poised elegance seen in promotional material for Disney's last 2D fairy tale. Considering that 'Tangled' made considerably more money at the box office than 'The Princess and the Frog', it's not hard to understand why 'Frozen' would follow suit. Even the title reflects the marketing of ‘Tangled’, choosing a name that’s more contemporary and simplified, instead of calling the movie ‘The Snow Queen’. The character designs also bear a resemblance to the models of ‘Tangled’ with the characters portrayed with a certain amount of pep and attitude, rather than poise and whimsy.
Only time will tell if this new style of marketing will endure, but judging by previous sales and trends, it will hardly be surprising to see more of the same in the future. As for the movie itself, so long as there’s a spark of the old Disney magic, longtime fans will flock to the theaters no matter the marketing direction.