- "Frozen 2" boosted customer engagement 95% for Disney on the movie's Nov. 22 opening day, per search data experience management company Bloomreach shared with Mobile Marketer. The firm also observed a 6% gain the following day and a 400% lift in sales from a year earlier.
- Disney's Oct. 4 announcement of Frozen Fan Fest, which offered a first look at merchandise inspired by the hit animated movies, caused online searches for related products and topics to jump about 1,200% from the prior month. The most popular merchandise included bedsheets, cardigans, T-shirts, tabletop sets, bikes, backpacks and pajamas, per Bloomreach.
- Positive social media buzz for "Frozen 2" declined after its opening weekend, data by Sprout Social shows. The percentage of positive tweets fell to 21% during the Nov. 22-24 opening weekend from 29% on Nov. 17-20, before the movie premiered. Negative tweets rose to 40% from 31% during the comparable periods. The number of tweets about "Frozen 2" jumped to more than 1.4 million during opening weekend from 284,000 earlier in the week.
Social media has become essential in marketing films to younger audiences who gravitate to digital platforms. Last month, Disney promoted "Maleficent: Mistress of Evil" with its first virtual makeup try-on experience on YouTube to reach a slightly older demographic than the audience for "Frozen 2." Teens spend 37% of their daily video consumption on YouTube, just ahead of the 35% they spend viewing Netflix, Piper Jaffray found in its recent "Taking Stock With Teens" survey.
Disney released "Frozen 2" on the weekend before Thanksgiving, marking a shift from past years when it premiered animated features such as "Moana," "Coco" and "Ralph Breaks the Internet" during the holiday, Variety reported. Thanksgiving arrives later this year, giving marketers a smaller window to hit their sales goals in the lead-up to Christmas. By releasing the movie a week earlier than in previous years, Disney has a longer period to market the film and snap up merchandise sales as families look for kid-friendly entertainment and holiday gifts.
"Frozen 2" generated $127 million in box office sales, making it the third-biggest opening for an animated movie after "Incredibles 2" and "Finding Dory." The movie's results align with analyst expectations of $100 million to $400 million, CNBC reported. Rising negative sentiment on Twitter after the opening weekend doesn't necessarily signal that "Frozen 2" will fade going into the holiday weekend, as the sequel's box-office draw was bigger than the $93 million for the first "Frozen" film six years ago.
Correction: A previous version of this article misstated which metric was boosted by 95%. It should have said that "Frozen 2" boosted customer engagement by that amount. In addition, to clarify, the number of tweets about "Frozen 2" was 1.4 million.