How Disney Has Managed to Keep 'Frozen' Red Hot
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“Frozen” just won’t let go. The Disney movie phenomenon is just nine months old, yet it’s the highest-grossing animated film of all time with more than $1.2 billion in ticket sales, a best-selling album and a hot-selling DVD — and it’s still going strong. “Frozen” is expected to sell $1 billion in licensed merchandise this year.
“In 2014, ‘Frozen’ is more popular than when it opened in 2013 and momentum has picked up, not slowed down,” said Jim Silver, CEO and editor-in-chief of TTPM, a site where consumers can research and locate playthings. He said toys alone will account for $500 million in sales this year, with “Frozen” apparel and other licensed merchandise adding a similar amount to hit the billion-dollar merchandise mark.
So how is Disney keeping momentum going on an aging property in an industry where many theatrical releases fizzle within weeks? By keeping it current with fresh content.
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