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'Do You Want to Build a Snowman?' Part of Disney’s Branded Movie Strategy
By: Cindy Wendland
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Disney’s second-quarter earnings beat Wall Street expectations. Disney shifted their focus a few years ago to more Disney-branded movies, and it is paying off!

Frozen is one of the hottest Disney movies. One of the theme songs, “Do You Want to Build a Snowman?” has captured the hearts and attention of many moviegoers. Middle-school band members are performing that song for concerts. Children knock on siblings' doors asking if they want to build a snowman. The Disney store can’t keep Olaf the snowman in stock. Frozen is Disney’s biggest-grossing animated film ever on initial release.

Disney knows that Disney movies are what they do best, and when they do it right, the movies attract moviegoers of all ages. Disney bought Pixar in 2006 and brought in additional talent. They attribute the success of Frozen to the Pixar acquisition. Disney is playing on their strengths with their brand.

Now Disney is focusing on a Broadway musical of Frozen, which is sure to become a blockbuster as well. Sticking with their branded movie strategy and investing in talent paid off for Disney. Seems like it could for other companies, too.


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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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