When a film makes over $70 million in an opening weekend, it is hard to argue that the marketing team behind a movie did a subpar job. In all fairness to Walt Disney Animation, the trailers and tactics used for this movie worked on a level, by creating a fun and seemingly harmless atmosphere around the film. This likely increased the level of interest in kids, or families with children, but the fact of the matter was, there had not been a movie targeted to children since “Kung Fu Panda 3” in January. However, the critical success of the film snuck up on many Disney fans, myself included. Among friends and other people I had talked to, most thought the movie was going to be “Dreamworks quality” or a return to the early 2000s for Disney. Some thought the ceiling for the movie, based solely on its marketing, was going to be more in line with “Bolt,” a film that is fun, but ultimately does not come up in conversations about great Disney movies. After this week though, it is hard to a...
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