Disney adds a twist to the movie experience that has audiences singing


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Frozen shows no sign of cooling off

Based on the fairy tale ‘The Snow Queen’ written by Hans Christian Andersen, the Disney animated movie Frozen has been a box office darling since November. In order to sustain its momentum, the movie has taken on an interesting twist.

MC Frozen Sing-A-LongAccording to Forbes,

“In an effort to gin up more box office and/or screw over Warner Bros.’ The Lego Movie (which of course opens next weekend), Disney released a special sing-along version of the animated adventure. The trick seems to have worked, as the film earned another $2.24 million, actually up 10% from last Friday. With $352.95m, it’s actually on track for around $10m for the weekend, which would make it the fourth-biggest “10th weekend” (in wide release) and the third-biggest “11th weekend” (overall) on the books.”

Capitalizing on Your Best Customers

According to the Hollywood Reporter, a Fandango-commissioned survey of 1,000 tickets buyers, 75%  have already seen the animated blockbuster at least once, while 52% have seen it at least twice.

The movie has its best customers singing literally and figuratively. Fans have embraced the film’s original songs and its soundtrack with such passion and enthusiasm. The film has spurred hundreds of YouTube videos. “Encouraged by songs like ‘Let It Go’—we decided to create a version that would celebrate that enthusiasm,” said Dave Hollis of Disney Animated Studios. Audiences can sing along to Frozen with on-screen lyrics highlighted by a magical bouncing snowflake.

Check out this set of 4 year old twins letting it go:

Courtesy of ABC News|ABC

Takeaway: Cater to best customers by offering a little something extra. You’ll have them singing your praises in no time.

Today’s Lagniappe (a little something added for good measure) - Singalong screenings have become popular with audiences in recent years for films such as “The Sound of Music,” “Beauty and the Beast” and “Fiddler on the Roof.” I experienced a similar level of audience participation as a teenager with the cult classic, The Rocky Horror Picture Show. Rocky not only involves singing, but acting as well. This phenomenon was captured recently in Perks of Being a Wallflower. Here’s the montage from the film:

Republished with author's permission from original post.

Stan Phelps
Stan Phelps is the Chief Measurement Officer at 9 INCH marketing. 9 INCH helps organizations develop custom solutions around both customer and employee experience. Stan believes the 'longest and hardest nine inches' in marketing is the distance between the brain and the heart of your customer. He is the author of Purple Goldfish, Green Goldfish and Golden Goldfish.


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