Week 6- 1/12- 1/16

Why Disney's Marketing Campaign Doesn't Do 'Frozen' Justice

Chang, J. (2013, December 3). Why Disney's Marketing Campaign Doesn't Do 'Frozen' Justice. Retrieved January 16, 2014, from http://variety.com/2013/film/columns/why-disneys-marketing-campaign-doesnt-do-frozen-justice-1200908996/

Summary:
This critic of Disney's film 'Frozen' criticizes the lack of inclusion of the music in the movie. It also goes in depth about how the marketing for this film was extremely manipulative and left out the storyline. People went into the movie thinking it was music-less and about a goofy, talking snowman. Although, 'Frozen' was very successful and the message of the film is empowering the marketing completely lacked those components of the film. Disney also felt the need to market this movie so that the male population would be interested completely expelling the feminist elements from the film. 

Quotes:
"Of course, you wouldn’t know any of this based solely on the film’s shrewdly deceptive marketing campaign, which has gone out of its way to avoid even the slightest suggestion that “Frozen” is (a) a musical and (b) about princesses and queens, snowy or otherwise."

"And while previews for the studio’s pastfilms have been awash in source music, no one here sings so much as a note, never mind that they have at their disposal one of the more impressive Disney song scores in recent memory (courtesy of composer Christophe Beck and songwriters Kristen Anderson-Lopez and Robert Lopez)."

"Not to put too fine a point on it, but this a movie that quietly declares, in scene after scene, that a powerful woman is not someone to be loathed, feared or hidden from view."

Reflection: 
I agree with the points made in this article. When I first saw the trailer for 'Frozen' I had no interest whatsoever in the movie because I had no clue what it was about or what kind of movie it was going to turn out to be. The fact that they didn't incorporate the music into the marketing for the movie is disheartening considering the soundtrack brought in millions of dollars, and 'Let it Go' was nominated for a Grammy. The music was widely popular, and although sometimes I believe 'Frozen' is overrated the music is catchy and well-received by the population. Not to mention they completely left out the feminist empowerment that the story line entails. I didn't find out till after I watched the movie and read reviews about it that the message of the film was so powerful and impactful. Disney's need to manipulate audiences into seeing a movie is shameful considering the actual movie's message and music is great.