Frozen is Disney’s most successful princess IP this century。

How successful is it?

"Frozen" since its release，Always the highest-grossing animated film in the world，Until this year’s “real lion” version of “The Lion King” is released。Of course，Some people think that this year’s “The Lion King” is not considered animation，If you remove "The Lion King"，"Frozen" from 2013 to now，No animation can surpass it at the box office for 6 years。

In 2014，Disney once planned to make two princesses in "Frozen"，Anna and Elsa，Hold coronation ceremony。

The Princess Coronation is an official event held at Disneyland，In addition to the symbolic meaning of the coronation ceremony，What’s more important is that after the coronation, this IP can enter the “Disney Princess” brand product line，Enjoy the resources Disney has invested in this brand，Mainly a large number of authorized derivatives。The well-known Snow White is currently included in the list of Disney princesses、Sleeping Beauty、Cinderella、Hua Mulan and other characters，12 digits in total。

But，Because the commercial returns created by Frozen were too great，Disney might as well make it an independent brand with the same status as Disney Princess。

Among the top 50 most profitable IPs in the world，Frozen, which was born in 2013, ranks 45th with revenue of 11.3 billion US dollars，In Pokémon、Star Wars and many other old IPs were born in the last century，Frozen is the only "post-10" on the list。And，95 of the 11.3 billion US dollars.$7.5 billion from derivatives sales。

Disney princesses are also on this list，188bet app The 12 princesses generated a total revenue of 45 billion US dollars，On average, one is 37.USD 500 million，Only one-third of Frozen。

"Frozen 2", which is about to be released globally, did not disappoint Disney，Two weeks ago，North American ticketing platforms Fandango and Atom Tickets announced that the first-day pre-sales of movie tickets exceeded that of all animated movies，The box office of "Frozen 2" is expected to exceed 100 million US dollars in the first weekend。

If this prediction can be realized in the end，Then "Frozen 2" will become the first animated film to exceed $100 million in non-summer pre-sales。

Just six years，With just one movie, one of the top 50 most profitable IPs in the world，How Disney did it？

How Disney manages this IP？Film and TV、Paradise、Let’s play together in the game

On operating IP，Disney has developed a set of combinations to connect various business departments。The success of Frozen IP is also inseparable from the relay-race cooperation of various Disney business departments。

Needless to say the commercial success of the "Frozen" movie，But the film’s success is not just at the box office，It is also the work with the most complete transformation of Disney - the princess is not only not with the prince，The prince may be a bad guy。

This setting catered to the women’s equal rights movement in the United States to a certain extent，Let a simple fairy tale have a serious core。To some extent，This also opens up the adult female market for Disney，Directly expands the consumer group of IP。

2014，After the release of the first movie， Disney has launched a Frozen-themed match-3 mobile game "Frozen: Ice Fun"，As of now，This game has been downloaded more than 50 million times on Google Play。

November 14th this year，Before the release of "Frozen 2"，Disney and game company jamcity launched another mobile game "Frozen Adventures" during the warm-up period，Online less than a week，More than 1 million downloads on Google Play。

ABC, a television network owned by Disney, also produced the American drama "Once Upon a Time"，This is a 188bet app download suspense drama for adult audiences，It has been broadcast for 7 seasons since its launch in 2011。It builds a fantasy worldview，Including characters from all Disney fairy tales。After the success of Frozen，The two heroines Elsa and Anna in the animation have also joined "Once Upon a Time"。

Musicals are also an important means for Disney to maintain IP。The musical versions of "The Lion King" and "Tarzan" have both set box office records for Broadway premieres。2018，The "Frozen" musical also officially lands on Broadway，The "Frozen" musical has now grossed a total of $82 million at the box office。

As the most important part of Disney, the park is naturally not absent。Although the world view of Frozen is still in the stage of continuous improvement，It can’t be like Marvel、Star Wars like，Let Disney build a new park specifically for it，But elements of Frozen can also be found everywhere in Disneyland。

At Disney California Adventure ，Visitors can see the Frozen opera performance。Opera performance duration 1 hour，The plot is adapted from the movie。

You can also see Princess Anna in Disneyland、Queen Elsa and little snowman Olaf，It is said that because Anna and Elsa are too popular，Tourists have to queue for 6 hours just to take a photo。

Except for permanent entertainment items，Disneyland also holds Frozen-themed activities from time to time。

For example at Disneyland Paris，A grand Frozen-themed song and dance parade will be held from January to March next year。

Another very grand Frozen themed event is the frozen fan fest，This event is a launch event for derivatives jointly organized by Disney and derivatives licensors。

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October 4th this year，Frozen Fan Festival opens at Disney World in Orlando，Retailers around the world will sell "Frozen 2" movie derivatives on this day，Clothes included、Toys、Accessories、Games and books。In other words，More than a month before the movie was officially released，Disney’s derivatives are already on the shelves。

Although derivatives are not sold by oneself，But Disney still attaches 188bet sports betting app download great importance to it。This Ice and Snow Fan Festival，Disney has recruited 200 celebrities/influencers from 30 countries around the world to help promote it。

For example, the heroine of "Westworld"，Evan Wood, who also voices Queen Iduna in "Frozen 2"。

And actor Sterling Brown.

And parenting blogger Maria Rodriguez who did not go to the scene but took a toy video on the day。

Disney’s emphasis on derivatives is not unreasonable.

As we mentioned at the beginning，Frozen can rank among the top 50 most profitable IPs in just 6 years，Derivatives are indispensable。95 of the $11.3 billion in revenue generated by the Frozen IP.$7.5 billion from derivatives sales，Accounting for 85%，7 times the box office of the movie。

And the income from this derivative is actually only counted until 2017。According to statistics，Frozen’s derivatives sales before 2014 reached US$5 billion，Derivatives sales in 2015 were 15.USD 7.3 billion，2016 is 16.US$9.8 billion，2017 is 14.USD 0.4 billion。

Among them，The retail revenue of Elsa dolls in the United States alone is as high as $26 million。Princess dresses for the two heroines，More than 3 million sold in the United States，Created 4.$500 million in revenue。

Although Disney’s annual income from derivative licensing is not much，But derivatives licensing is almost a cost-less business，Most of the income can be converted into actual profits。

Income is one aspect，On the other hand, derivatives play an irreplaceable role in IP management。

The life cycle of a movie is only two to three months、No matter how fun the game is, there will be a day when you get tired of it，TV series are not broadcast every day，You can’t go to Disneyland more than a few times a year—the only products that can stay with consumers are derivatives。

“Disney’s 24/7 consumer product strategy maximizes revenue from hit movies，" said Ken Potrock, Disney's head of consumer products，"To fill the gap between movies and movies，We will leverage various resources and collaboration between business units to integrate marketing and product 188bet sports betting app download plans，Connect consumers with our IP characters in unexpected ways。”

If we look closely at the sales of Frozen derivatives from 2014 to 2017，You will find out，Except for the very high sales in the first year of the movie，From 2015 to 2017，Sales are relatively stable。

This shows that after the popularity of the movie subsided，Consumers still have a stable enthusiasm for this IP。This is because Disney maintains IP exposure through various media，On the other hand, the continuous launch of derivatives has also become a way to maintain the popularity of IP。

Can "Frozen 2" detonate the market again?

Disney rarely makes sequels to animated princess movies，Even if there is a sequel, it will be released on DVD，Can’t enter the theater。

It’s not hard to guess Disney’s uncharacteristic intentions this time，If you want to make Frozen a viable IP, you must continue to enrich the worldview and settings，The mission of this movie is here。

So this time the plot of "Frozen 2" is arranged as a "root-seeking journey"，Queen Elsa will leave her country to find the source of the power of ice and snow，Introducing some new characters by the way。

But this also brings some risks to the future box office performance of "Frozen 2"。

The current fresh rating of "Frozen 2" on Rotten Tomatoes is only 78%，A lot lower than the 90% of the first part。

Critics who have watched the movie in advance did not rate the movie highly。

Oliver Jones said the film was "like Tolkien's The Lord of the Rings，But the content of the story is too rich，Resulting in structural confusion"。

Washington Post’s Kristen Kirby also thinks there are some problems with the movie’s plot and characters，"At the end of the first part， Elsa realizes that the power of ice and snow is actually a gift, not a burden，And become more confident。But at the beginning of the second part，Elsa’s confidence disappeared。”

And this year’s North American film schedule is also slightly unfavorable for “Frozen 2”。Shortly after the movie was released，Sony’s “Jumanji 2” will be released，There’s also 188bet sports betting app download Disney’s own Star Wars: The Rise of Skywalker at the end of the year。

"Frozen" was able to earn $1.2 billion at the box office，A very important reason is that the performance of the movies in the same period was not good，Let "Frozen" enter the top 10 weekly box office for 17 consecutive weeks。

*thisWen LaiSource: Sanwen Entertainment, author: DKphhh, original title：《Frozen generated US$11.3 billion in revenue in 6 years，How to create Disney’s most successful princess IP？》.